MASTERING
CODE HALOS
Using Digital Insights
to Drive Customer Experiences
A JOINT PLAYBOOK BY Salesforce &

Innovators recognize that every interaction with every
person and every thing now creates a trail of data — and
they’ve mastered the ability to harness it. Every click, browse,
download, share, transaction and device transmission
enables them to understand, and subsequently monetize,
relationships in ways never before possible.
2

WINNING IN AN ERA OF
MASS PERSONALIZATION
Businesses of all types and sizes must be adept
in today’s always-on, multichannel world
where prospects and customers demand highly-
personalized and relevant relationships.
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to understand,
and subsequently
monetize, relation-
ships in ways never
before possible.
We call this collec-
tion of data a “Code Halo.™” Code
Halos, and the data at their core, are
perpetually growing in richness and,
along the way, generating unprec-
edented opportunities for every
industry.
Visit a Disney resort, and you’ll
experience the MagicBand,™ or
buy insurance from Flo and you’ll
encounter Snapshot.™ You may have
a Nest, or a Hive, or ridden in a Hailo
cab in London. Industrial companies
like GE, Bosch and Philips are
instrumenting their machinery to
generate data and build Code Halos
around their products, which allow
engineers, maintenance staff, finance
executives and customers to see
and interact with “smart things” in
entirely new ways.
From marketing to sales and service —
mass personalization is no longer
an option. It is a matter of business
survival.
All around us, companies from A
(Amazon) to almost Z (Uber) are
embracing this new expectation by
leveraging data-driven insights to
deliver 1-to-1 personalization along
each step of the customer journey.
In the process, they’re doing more
than disrupting industries. They are
redefining success in the digital age.
These innovators recognize that every
interaction with every person and
every thing now creates a trail of
data — and they’ve mastered the abil-
ity to harness it. Every click, browse,
download, share, transaction and
device transmission enables them
For many businesses, other examples
are much, much closer. Billions of
customers now gather on social
networks, providing infinite insights
into their interests and needs. And
of course, the proliferation of mobile
devices now places a supercomputer
in the pocket of nearly every
consumer, making it possible to
connect truly relevant journeys across
time-tested channels like e-mail,
mobile, social, ads and the Web.
It’s no wonder 90% percent of the
world’s data has been created in the
last two years.

Code Halos contain the code that
marketing, sales and service can use to
enhance their understanding of
prospects and customers and deliver
personalized, 1-to-1 experiences.
4

Yet according to McKinsey, only
18% of companies believe they
possess the skills to gather and use
data effectively, and only 19%
are confident that their data-
gathering processes contribute to
sales effectiveness.
Rectifying the problem requires a
reconsideration of the relationship
from the customer’s perspective —
they don’t think in terms of depart-
ments or lifecycles. The boundaries
have blurred because always-
connected customers don’t care
whether it’s a service, marketing or
sales interaction. They just want their
needs met quickly and consistently —
regardless of what channel or device
they choose.
Because CMOs now have greater
responsibility for driving the cus-
tomer relationship than ever before,
marketing — in partnership with sales,
service and IT — is ideally positioned
to spearhead the data transformation.
Nowhere in the organization is
there greater opportunity to deliver
personalized experiences to specific
audiences at exact points in time.
Think of the possibilities. With every
interaction, customers add to their
Code Halos and provide insights
into their wants, interests and
lifestyles. By combining all available
data sources into individual contact
records that are living, breathing and
constantly evolving, marketers can
fill the customer engagement tank
with the fuel to power highly relevant
1-to-1 communications.
Pairing customer data like demo-
graphics, history and preferences
with real-time triggers like behaviors,
location and even anticipated needs
makes it possible for marketers to
detect and respond to terabytes of
information — and connect discrete
interactions on each individual cus-
tomer’s terms.
That is the true power of harnessing
Code Halos.
MARKETING CAN LEAD THE
DATATRANSFORMATION
A unified data strategy across your enterprise
is key to harnessing the promise of Code Halos at
each step of the customer journey.
5

For over 35 years, Room &
Board has created modern
furnishings designed to
be practical, timeless and
comfortable. In 2009,
the company’s leadership
turned to Marketing Cloud
to help create digital
experiences reflective of
how customers were using
the Web alongside its retail
stores and call centers. As
a first step, the company
began uploading all of its
customer sales history and
data to the cloud without
knowing exactly how the
information would be used.
Today, Room & Board uses
all that information to
power product recommen-
dations for customers
using Marketing Cloud’s
predictive intelligence.
The goal is to replicate
the personal experience
of in-store design associ-
ates, who work with
customers to help them
understand how a look
comes together in a room,
and which missing pieces
might help to complete
a showroom-perfect
in-store experience for
online customers. Years of
data about which pieces
of furniture go together,
which styles complement
one another and which
products customers tend
to view and purchase in
groups informs recommen-
dations made on the
website and in personalized
e-mail campaigns.
The results? In the first
year alone, the company
saw a 2,900% return on
investment. Customers
who engage with Room &
Board’s recommendations
place Web orders with 40%
higher average values than
those who don’t. When
customers view those
recommendations before
coming into the store, the
average order value shoots
up 60%.
ROOM & BOARD
case study
RETAIL
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Customers have
assumed control
of researching their
options, seeking
trusted opinions,
resolving issues
and deciding which
brands have the privi-
lege of communicating with them.
Marketing Cloud makes it possible
for marketers to join customers as
they move fluidly between channels
and devices, and deliver seamless,
personalized experiences each step
of the way. It equips marketers to
gather implicit and explicit individual
customer insights at scale, then
automatically engage in meaningful,
two-way conversations across
channels.
E-mail: E-mail is the
engine that drives online
commerce. Marketing Cloud offers
hundreds of features to help
marketers execute on every possible
communication, from basic e-mail
marketing to sophisticated predictive
intelligence decisioning.
Mobile: With 1-to-1
personalized messages across
SMS/MMS, in-app messaging, group
messaging and connected devices,
Marketing Cloud keeps brands in
touch with customers’ ever-changing
context, from smartphone to tablet
to laptop.
Social: Target mobile
prospects and customers —
as well as lookalikes — on networks
like Facebook, Twitter and LinkedIn,
and listen and respond to conversa-
tions on owned social channels and
across the social Web.
Ads: Digital ad spend
continues its meteoric rise.
Marketing Cloud unlocks CRM data
to securely and powerfully reach
customers, target lookalikes
and optimize advertising within the
customer journey.
Web: Marketing Cloud’s
Web marketing tools make
it easy to create beautiful, dynamic
Web pages and personalized
content, and then track every action
customers take, in real time, to make
the insights actionable.
IoT: Harness the power of
the Internet of Things, and
turn the data generated by every
customer, partner, device and sensor
into meaningful action. You can
process massive quantities of data,
build business rules with simple,
intuitive tools and engage proactively
with customers in real time.
ON THEIR JOURNEYS
ENGAGE CUSTOMERS
Thanks largely to the influence of social
networks, search engines, connected
products and ubiquitous mobile
devices, customers are on journeys of
their own designs.
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As a company on a mission
to improve the health
of America, Life Time
understands the journey
toward positive health and
fitness is personal, and that
each of its members has
particular objectives. To
that end, the company was
focused on obtaining new,
unique insights in order to
deliver tailored experiences
that would truly benefit
members across its 119
facilities in the U.S. and
Canada.
Using Marketing Cloud,
Life Time can now create
a complete view of each
member by gathering data
from every touchpoint he
or she has with the brand,
and then leverage that data
to provide an experience
that is unique. For example,
if a member comes in with
her two children, she may
receive a push notification
providing a 10% discount
for a LifeSpa service while
her children attend Kids
Academy, Life Time’s onsite
child program. Another
member who is training for
a triathlon might receive a
reminder on her mobile app
to track her workout for the
day to ensure she is getting
the right training mix to
prepare for her big race.
Each of these members
has a unique journey and
needs different informa-
tion to achieve their goals.
Marketing Cloud’s Journey
Builder enables Life Time
to retrieve the right data
and organize it the right
way to have multichannel,
personalized engagements
with its members.
A recent study by Nucleus
Research found that Life
Time improved its e-mail
open rate by 80% over
a two-year period and
reduced its number of
unsubscribers by 15%. It
also increased the open
rate of new membership
and service offer e-mails
by 40%. In addition,
the wellness company
effectively scaled its e-mail
output and increased the
efficiency of its marketing
department while reducing
the amount of time and
money spent on managing
marketing technology.
LIFE TIME
case study
8
HEALTH

Gain Organizational
Alignment
Success starts with C-level
commitment, then continues with
buy-in from stakeholders across the
organization. For the initiative to be
a priority, every department must
have clear, qualitative KPIs tied to
customer experience. Development
might focus on more rapid product
releases. Service goals may include
faster problem resolution. Sales
objectives might focus on improved
referral rates. Marketing may target
improved campaign performance.
Collectively, they benefit the bottom
line of the entire organization.
Objectively Analyze
Your Current Customer
Experience
Great data drives great experiences.
Ask customers for a true assess-
ment of how they perceive their
relationships with your brand across
touchpoints. To avoid finger-pointing,
ensure that these assessments and
discussions are built around data.
Quantitative figures like net promoter
scores, engagement rates across
channels and survey results are data-
driven starting points for analysis.
Map the Customer Journey
Journey maps tell the complete
story of customers’ end-to-end
experiences across channels and
departments. Effective journey maps
do much more than identify pro-
cesses and handoffs. They illustrate
what users are thinking and how
they are feeling during moments that
matter. If that sounds overwhelming,
it’s OK to tackle just certain segments
of the story. Why not begin with
some of the disconnects identified in
your customer experience analysis?
Unify Your Collective
Knowledge
A CRM system for collecting customer
data is the key to creating a single
customer relationship. Cloud
solutions for sales, marketing, service
and IoT make it possible to integrate
and synch data throughout the
organization. Grant access and the
ability to contribute to all customer
touchpoints.
Listen and Engage
in Real Time
Listen to your data, and use your
journey map as a guide. As data
changes and grows, automate com-
munications across channels to drive
the next level of engagement. This is
the true power of Code Halos — the
ability to detect and understand the
ever-evolving relationship with each
customer, and proactively deliver
personalized, relevant and consis-
tent messages across channels and
devices.
KEY STEPS FOR LEVERAGING
CODEHALOS
Leveraging Code Halo thinking takes more than
sharing data; it requires an enterprise-wide
commitment and deep understanding of how,
when and why each interaction with every
customer occurs.
9

The world’s largest marine
insurer offers ship owners,
operators, shipyards,
contractors and oil
companies a one-stop-shop
for insurance products
and services. In 2014,
this company turned to
Cognizant to digitally
transform customer
experience functions using
Salesforce’s Community
Cloud, Marketing Cloud
and Sales Cloud.
With Marketing Cloud, the
company’s marketing team
applies Code Halo thinking
to serve up targeted and
timely content to a wide
array of insurance brokers,
employees (agents) and
customers. The approach
empowers users to manage
their content subscription
and channel preferen
ces, and deliver a curated
user experience — at scale
— to clearly differentiate
the company from its
competitors. Moreover,
the initiative enhances
operational efficiency by
offering customer service
reps and client/brokers
a single version of truth
that contains secure cloud
access to portfolios, claims
and reports.
Over time, this digital
transformation program
is expected to reduce
customer support costs
by 12% to 15%, boost
revenues by 15% and
improve customer data
quality by a whopping
40% to 50%. The drivers:
Increased partner and
customer collaboration,
coordinated and stream-
lined access to business
insights across internal
and external functions,
and uniquely targeted
marketing content that
ensures high-impact
messaging consistency
across the insurer’s
extended enterprise.
MARINE INSURER
case study
INSURANCE
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ABOUT COGNIZANT
Cognizant (NASDAQ: CTSH) is a leading provider
of information technology, consulting, and busi-
ness process outsourcing services, dedicated
to helping the world’s leading companies build
stronger businesses. Headquartered in Teaneck,
New Jersey (U.S.), Cognizant combines a passion
for client satisfaction, technology innovation,
deep industry and business process exper-
tise, and a global, collaborative workforce that
embodies the future of work. With over 100
development and delivery centers worldwide
and approximately 221,700 employees as of
December 31, 2015, Cognizant is a member
of the NASDAQ-100, the S&P 500, the Forbes
Global 2000 and the Fortune 500 and is ranked
among the top performing and fastest growing
companies in the world. Visit us online at
cognizant.com or follow us on Twitter: Cognizant.
ABOUT SALESFORCE
Salesforce is the world’s #1 CRM company. Our
industry-leading Customer Success Platform has
become the world’s leading enterprise cloud
ecosystem. Industries and companies of all sizes
can connect to their customers in a whole new
way using the latest innovations in cloud, social,
mobile and data science technologies with the
Customer Success Platform.
Build and manage your 1-to-1 customer journeys
with the world’s most powerful digital marketing
platform, Marketing Cloud.
For Industry Analyst Reports on our products
from Gartner, Forrester, IDC, Nucleus and OVUM,
please click here.
REACH FURTHER
Are you ready to harness the power of Code Halos? Connect with Cognizant
and Salesforce for a unified data strategy across your enterprise.
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Note: Code Halo™ is a registered trademark of Cognizant Technology Solutions.
The company names presented in the case studies throughout this e-book are the property of their respective trademark owners.