2020 Customer Awards: Tealium - All-Ways Connected

Company: Tealium

Company background:

At Tealium, customer data is in our DNA. We have been at the forefront of delivering trusted customer data orchestration solutions to enterprises for over a decade. Tealium was started in 2008 with the promise to provide a better way for companies to collect, unify and leverage their customer data. Our products have pioneered new categories for Tag Management Systems and Customer Data Platforms.

The Tealium Customer Data Hub now encompasses tag management, an API hub, a customer data platform, and data management solutions that enable organizations to leverage real-time data for creating insight and building personalized digital experiences across every organizational team, technology, and customer touchpoint.

Contact: Kristen Meren

Title: Senior Community Manager

Related URLs: https://community.tealiumiq.com/

Kudos Category: All-Ways Connected

1. Tell us about your digital customer experience: When and why did digital customer experience become a focus and priority for your organization and what technology(ies) did you decide to implement to help you, and what problem(s) does it help solve?

Being a marketing technology company, Tealium’s vision is to deliver delightful digital customer experiences. We’re lucky to have the internal tools and capabilities to implement our own software to use in our community. Not only do we use our own product, but we have integrations with Slack and Salesforce as well.

Our digital CX strategy was perhaps not prepared for the amount of growth that our company accomplished over the past couple years. This likely sounds similar to many organizations who try to keep up with exponential growth without losing that human touch and solid customer experience. The truth is, as a company expands, more software platforms come into employees’ use, more teams are built out, and knowledge remains “tribal” as there was previously not a need to document when the company was smaller.

As our teams and our customer base grew, it became more apparent that we had to make processes simpler for our employees to contribute in the community, while enhancing our communications with our customers. These are the three technologies that our team have focused on to improve our customers’ digital experiences.

Slack - TKB Feedback

The background: Our company heavily uses Slack to communicate amongst coworkers and to help get customers’ problems solved. Slack is an ingrained part of Tealium’s culture, with over 30,000 messages sent daily.
The way we stay connected: TKB Feedback comments trigger an event in Tealium, which triggers a Slack webhook, which posts the feedback message into the community support Slack channel. The technical writing team then reviews the feedback to see if there are ideas to improve the article. (see Image A)

Salesforce - Badging & Roles

The background: We use Salesforce as our CRM platform, where we have both prospect and customer information. Salesforce is used widely in our company, from sales and marketing, to education and enablement.
The way we stay connected: By the time we had Khoros’ Support connect our community to Salesforce, we’d totally revamped our roles, ranks, and badges. This meant we could now sync all that user information into Salesforce.This information enables our Marketing and Customer Success teams to target certain users for recruiting conference speakers, messaging folks who are product certified, etc.

Tealium AudienceStream - Onboarding Emails

The background: Our own product, AudienceStream, uses a visitor stitching technology that constructs comprehensive and actionable customer profiles. Using the data within these profiles makes it simple to identify milestones that can then be used to create audiences. These audiences can be leveraged in any integrated system to deliver a consistent and relevant customer experience.
The way we stay connected: Once a community user is registered, they are automatically added to our onboarding audience, and an email is triggered from Pardot. The first email prompts users to complete their profile, the second gives users tips for getting information, and the third encourages users to get badges and rank up. We set these emails up to be triggered once registration is complete, then 15 days later, and the final message arriving 30 days after registration.

2. What are the benefits of having an integrated community and social media management platform for your organization? How does it improve your strategy for digital customer engagement?

There are lots of benefits of having our community software integrated with Slack, Salesforce, and AudienceStream.

Simple process for customers to submit feedback (see Image A)
Feedback immediately shown to team in community Slack channel (see Image B)
Quick turn around to review and edit articles based on user reviews
Easily badge users who may have a particular qualifier in Salesforce

We’ve badged conference speakers and attendees, as well as product certified users (see Image C)

Allow other parts of our company to easily access user info saved in community (roles and badges)
Create a nurturing onboarding track with personalized messages to new community users
Unified data across the platforms we use: Khoros Community, Salesforce, and Tealium

3. What are your digital results? Please provide your business outcomes and results because of your digital customer experience approach in quantifiable metrics (e.g. revenue, Net Promoter Score, cost savings, brand reputation).