case study
MARKET LEADERSHIP
THROUGH CUSTOMER
RELATIONSHIPS
For more than 70 years,
Samsung has been dedicated to making a better world
through advanced technologies, competitive products
and constant innovation. As a global leader in the digital
technology industry, they are always looking for new ways
to connect with their customers on a personal level.
Traditionally, Product Registration has been a successful
tactic for electronics manufacturers that do not sell directly
to end consumers, to identify customers and learn more
about them. Today this effort is largely executed on
manufacturer websites, and provides valuable insights
that allow brands to better support existing customers and
inform product roadmap plans.
Matthew Moller, Director of Digital Engagement at Samsung,
wanted to continue to develop Samsung’s connection with
people who own their products, as well as nurture that
relationship by providing an engaging experience on their
website. While there were a number of considerations
at hand, Samsung believed that making the Create An
Account process at their site simpler could result in
significant benefits for both their customers and Samsung.
Matthew Moller
Director of Digital
Engagement, Samsung
The impact of
implementing Janrain
is incredibly valuable
as we seek to
understand who our
customers are, what
products they like
or own, what value
props are working,
what marketing is
driving sales.
Samsung
actions and predictable behaviors of their customers.
With this knowledge, Samsung can identify which
marketing campaign tactics and messages are most
impactful, and improve relevancy of offers to help reach
their digital objectives of driving product awareness.
High-Value Customer Relationships
After evaluating a number of vendor solutions,
Samsung launched the Janrain Customer Identity
Management Platform across their website
in order to support the following goals:
•
Build relationships directly with their customers by
gathering profile data and insights to improve customer
intelligence
•
Improve the account creation process to allow people
to quickly engage
•
Increase participation in the site
The first step in achieving these objectives was to
implement an easier way for customers to set up a new
account, or access an existing one. Social login, which is
the ability for a website visitor to use an existing identity
such as Facebook, Google, Yahoo! etc. to register or login
was chosen. Almost immediately, Samsung website
visitors affirmed that they prefer social login to avoid
remembering another username/password combination
by choosing to use a social or email identity to register.
When customers choose to use a social identity, Samsung
also gains valuable insights about them. Social profile data
is often the most complete and reliable data available
and provides information on demographics and more –
interests, activities, friends and other products owned.
When social profile data is combined in the Janrain
Capture database along with other relevant data and
analytics, a 360-degree view of customers is developed
to provide a deeper understanding of the motivations,
Copyright 2014 Janrain, Inc. All rights reserved.
Email marketing is a key element to Samsung’s
digital plan. In addition to driving product awareness
through cross-promotional messages and offers, they
drive recipients to click a Shop Now link that helps
them find a retailer to make a desired purchase.
Samsung’s agency partner, Merkle, a leading customer
relationship marketing (CRM) firm and the nation’s largest
privately-held agency manages the strategy, creation and
evaluation of the campaigns and is accountable to their
“
WE KNEW IT WAS
THE PERFECT TIME
TO IMPLEMENT NEW
SOLUTIONS THAT
WOULD SUPPORT
DIRECT CUSTOMER
RELATIONSHIPS
AND ALLOW US TO
ENGAGE WITH OUR
PRODUCT USERS
IN WAYS THAT
OFFER TRUE VALUE
FOR THEM.”
| www.janrain.com | 888.563.3082 | 2
Samsung
ANALYSIS CONFIRMS THAT SAMSUNG
“OUR
CUSTOMERS WHO CHOOSE SOCIAL LOGIN TO CREATE
AN ACCOUNT ARE HIGHLY VALUABLE, ENGAGED
CONSUMERS.­”
—Lee Talbott,
Senior Manager Digital Analytics Practice
Merkle
success. Their evaluation of the program during the first
five months revealed that customers who chose social login
to create or access an account were high value customers:
•
Social login users were approximately 34% more likely
to open email
•
Social login users were 63% more likely to click
through a link on email
•
Social login users were 506% more likely to leave a
product review
506%
Social login users were
more likely to leave a product review.
In summary, by deploying the Janrain Customer Identity
Platform, Samsung has been able
to successfully:
•
Expedite the account creation process
•
Access and leverage social profile data to enhance
customer intelligence
•
Increase engagement on site and via email with highvalue customers who prefer to use social login
Copyright 2014 Janrain, Inc. All rights reserved.
| www.janrain.com | 888.563.3082 | 3
About Janrain
Janrain makes it easy for companies
to truly know their customers and
personalize every interaction. The
Janrain Customer Identity Management
Platform helps companies acquire
customers online, recognize these
customers across all digital touch points
and better understand them by collecting
and utilizing demographic, psychographic and
behavioral profile data. Our solutions, including
social login, social sharing, comprehensive
registration, customer profile data collection
and storage,single sign-on and digital strategy
services, improve the effectiveness of digital
marketing initiatives for leading brands
such as Universal Music Group, Whole
Foods, Mattel, Pfizer, Samsung and Dr
Pepper. Founded in 2005, Janrain is
About Samsung
based in Portland, Oregon. For more
For over 70 years, Samsung has
information, please call
been dedicated to making a better
1-888-563-3082 or visit
world
through diverse businesses
www.janrain.com and
that today span advanced technology,
follow @janrain.
semiconductors, skyscraper and plant
construction, petrochemicals, fashion,
medicine, finance, hotels, and more. Our
flagship company, Samsung Electronics,
leads the global market in high-tech electronics
manufacturing and digital media.
Through innovative, reliable products and
services; talented people; a responsible
approach to business and global citizenship;
and collaboration with our partners and
customers, Samsung is taking the world
in imaginative new directions.