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Anticipating the Drive: Scaling Personalization
High-value lifecycles require more than just reminders. Explore how to use data and AI to orchestrate customer journeys that anticipate connected service needs and personalize every touchpoint.
Objective 1: Analyze the framework for unifying owner data to power predictive service and parts engagement.
Objective 2: Learn how to integrate personalization with Data 360 to deliver instant omnichannel experiences.
Objective 3: Identify how to measure incremental lift in high-value actions like vehicle sales and repair orders through AI-driven models.

, U.S. Consumer CRM Lead, Ford

, Product Marketing Senior Manager, Salesforce

Role: Marketing, Service
Industry: Automotive
Product: Marketing, Service
Topic: Cross-Channel Orchestration and Lifecycle Marketing
Session Level: Beginner
Session Type: Theater
  • Wednesday, Jun 32:00 PM - 2:20 PM CDT
    (7:00 PM - 7:20 PM GMT)
    Innovator Theater | Campground, Level 3
    FIRST COME FIRST SEATED
  • Thursday, Jun 49:30 AM - 9:50 AM CDT
    (2:30 PM - 2:50 PM GMT)
    Innovator Theater | Campground, Level 3
    FIRST COME FIRST SEATED
Session Summary: This session explored the transformation of customer engagement strategies through the integration of Salesforce Marketing Cloud, Service Cloud, and Data Cloud, showcasing how data-driven, lifecycle-centered journeys are replacing traditional linear models. The discussion highlighted the pivotal role of connected data, including connected vehicle data, in enabling personalized, omnichannel experiences for customers, such as proactive service notifications and electric vehicle battery health updates. AI emerged as a key enabler for hyper-personalization and scaling content creation, with experimentation underway to leverage AI for real-time customer engagement and predictive insights. The session emphasized that while the journey to full AI implementation is ongoing, foundational steps like data consolidation and lifecycle journey mapping are unlocking meaningful advancements in customer experience and business outcomes.
Key Takeaways:

• Ford transitioned from linear customer journeys to lifecycle-centered journeys using Salesforce’s Marketing Cloud, Service Cloud, and Data Cloud, enabling more fluid and personalized customer experiences.

• Connected vehicle data and omnichannel communication strategies, including SMS and app notifications, allow for timely and relevant customer interactions, such as proactive service reminders and personalized electric vehicle maintenance tips.

• AI is being tested for scaling hyper-personalized content and automating customer engagement, with a focus on leveraging data-driven insights to anticipate customer needs and improve customer lifetime value.

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