We have to adapt to the new multi-channel customer

Pauline Pecatte

E-CRM SPECIALIST | YVES ROCHER
Pauline Pecatte

The first motivation for the Pauline Pecatte, e-CRM Specialist at Yves Rocher for training in the Salesforce area was curiosity: to get to know this ecosystem that is essential in the market, with a unique community, and to discover Marketing Cloud and its possibilities for customer journey management. “I soon realized that Salesforce training would give me an ace up my sleeve to further my career and gain a competitive edge in the job market”.

Meeting in the best possible way the needs of today’s consumers

In addition, as a marketing/CRM professional, it seemed essential to me to update my knowledge and to get to know the tools and technologies at my disposal to best meet to the needs of today’s consumer and to manage the customer relationship in an automated and personalized way. Customer behavior and expectations have evolved significantly in recent years: the customer is multi-channel, ultra-connected and mobile with a much more complex purchase journey than ever before. Companies are forced to adapt to this new reality and to implement strategies adapted to this multi-channel customer if they want to improve customer satisfaction and long-term customer loyalty.

I found that Salesforce really addressed the current need for companies to be able to orchestrate all interactions with their customers and offer them a seamless and personalized experience. Thanks to Marketing Cloud and Journey Builder, you can create fully personalized customer journeys and deliver relevant content to them on every channel of interaction. In addition, with the advent of artificial intelligence and the launch of Einstein, Salesforce’s intelligent assistant, it is now even possible to predict customer behavior and anticipate their needs, allowing you to go even further in personalization and set up even more effective automations.

Training with ISDI CRM has enabled me to acquire a global vision and knowledge of the platform in record time.

I was lucky enough to follow several bootcamps: Marketing Cloud Email Specialist, Marketing Cloud Consultant, Salesforce Admin and Pardot. Whether face-to-face or online, I really liked the dynamic of the courses, which combined theory and practice. The courses are very interactive and dynamic and the trainers are available to answer questions about concrete problems that you might encounter in everyday life. All this makes the learning curve very fast.

Having all the keys in hand to be able to obtain certifications

I recommend ISDI CRM because of the quality of the teaching, which is given by expert trainers with official certifications. The courses are accessible to everyone, regardless of whether or not you are a Salesforce user.  These courses also put all the keys in your hand to be able to obtain certifications.

Build and Analyze Customer Journeys using Marketing Cloud

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Build and Analyze Customer Journeys using Marketing Cloud

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In addition to my training with ISDI CRM, I also use Trailhead the official Salesforce e-learning platform for further training. Trailhead offers really interesting training modules and pathways, which allow you to gain skills easily and to continue your own training, with quizzes that award qualification and level badges. The Salesforce YouTube channel is also a good way to learn through videos and step-by-step tutorials how to perform specific actions. In any case, Salesforce is constantly improving, with regular updates, so its users have no choice but to keep training on a regular basis. In any event, with Salesforce, we never stop learning, which is very stimulating!

In addition, by entering the salesforce ecosystem, you also become part of a very active user community. There is a great deal of mutual help and knowledge sharing between users, and many concrete problems can be solved by exchanging with peers. The community organizes a large number of events on a regular basis, which allows you to develop your network and knowledge.

In general, with the emergence of the digital world, marketing has become a highly technological field. In my opinion, it is essential to be trained in these new technologies, as they are evolving very fast. It seems to me that you can quickly feel overwhelmed and “out of the game”, hence the importance of continuing education throughout your life. Training in Salesforce certainly improves your employability: there is an exponential demand in today’s job market for professionals who know and master the Salesforce environment, both functionally and technically. Although this is obviously not everything, having one or more certifications is certainly an advantage in the job market!

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