Introduction
Our client, a leading multinational consumer goods company, offers a wide range of personal care and household products. They operate across multiple regions and sales channels, including retail, e-commerce, and wholesale. The client’s IT infrastructure included various isolated systems to oversee sales, marketing, and inventory management, resulting in fragmented data and inefficient data analysis. The client needed a unified data platform to help them integrate real-time data from different sources for a holistic view of their customers and streamline decision-making processes.
Challenges:
Scattered Customer Data Challenge: The client had customer data scattered across various sales, marketing, and inventory systems, making it challenging to consolidate insights and gain a 360-degree view of the customer. This scattered data hindered their ability to provide personalized customer experiences and make data-driven decisions efficiently.
Salesforce Integration Challenges: The company also faced challenges when connecting Salesforce with other third-party systems, such as custom ERP and IMS, which they used for inventory management and customer support. These systems require custom integrations and connectors.
Lack of Automated Segmentation and Personalization: The client could not effectively segment their customer base and automate personalized interactions. Since they did not have automated segmentation and customer journeys, they failed to deliver targeted campaigns based on real-time customer behavior, limiting the effectiveness of their marketing efforts.
Inefficient Data Use for Strategic Decisions: Although the client collected vast amounts of consumer data, they don’t have the tools to transform this data into actionable insights, which impacts their ability to optimize product offerings and improve customer satisfaction.
Solutions:
Data Cloud for Unified Data Management: We helped the client implement Salesforce Data Cloud to consolidate data from sales, marketing, inventory, and customer service systems into a single platform. We also utilized Salesforce’s standard connectors to ensure seamless integration between these systems. This provided a unified 360-degree view of the customer, enabling the client to make better, data-driven decisions while ensuring efficient data flow across various platforms.
Seamless Integration with Standard Connectors: We used standard connectors and APIs to address integration issues to ensure seamless data exchange between Salesforce Data Cloud and third-party systems. This integration allowed the client to manage all their operations from a single platform, ensuring smooth and efficient data flow across their entire ecosystem.
Automated Segmentation and Personalized Campaigns: We enabled automation for customer segmentation using Data Cloud’s Einstein Segments. The client could now automatically segment their customer base based on behavior and preferences, allowing them to run personalized marketing campaigns and product recommendations tailored to each segment.
Advanced Data Analytics for Strategy Optimization: We introduced advanced analytics within Data Cloud, enabling the client to process large amounts of consumer data and generate calculated insights. This allowed them to predict trends, optimize pricing strategies, forecast customer lifetime value, and make strategic decisions across marketing, product development, and inventory management.
Benefits:
- Unified customer data across all systems, resulting in enhanced insights
- Real-time access to consumer data for faster, more informed & strategic decision-making
- Streamlined cross-channel data management and third-party integration
