Nestlé Waters North America has launched a digital Consumer Engagement Center in partnership with Salesforce, the Customer Success Platform and world's #1 Customer Relationship Management (CRM) company. The Consumer Engagement Center is based within the New York City offices of Salesforce in a unique, lab-like atmosphere.
The new Consumer Engagement Center will empower our digital team and partners to deepen our relationships with consumers across all digital channels, foster community and deliver more personalized experiences. It offers a real-time view of the consumer journey with our beloved brands.
“Every conversation about beverages on a social platform represents an opportunity for us to engage with our consumers,” said Antonio Sciuto, Chief Marketing Officer. “We are moving beyond building databases to cultivating communities by delivering personalized content based on the specific needs of our consumers to deepen their engagement and advocacy.”
“Smart companies like Nestlé Waters North America understand that effective marketing is moving from batch and blast campaigns to intelligent customer journeys,” said Stephanie Buscemi, EVP, Product and Solutions Marketing, Salesforce.
Using the power of Salesforce Marketing Cloud, NWNA will leverage our new digital center to understand thousands of brand and topical conversations per month. Doing so will allow us to participate in social conversations with our communities and provide branded content most relevant to our consumers, leading to deeper, more lasting relationships.
“For us, digital marketing is no longer simply about reach and frequency. Marketing is evolving into personalized consumer experiences, and our mission in this new reality is to better understand consumer needs, behaviors and trends so we can delight them on every single occasion. We use analytics and modeling to find other people with similar interests. We want to invite them into the conversation and continuously improve our marketing effectiveness,” continued Sciuto.
"How Nestlé Is Cozying Up to Salesforce With New Digital Lab" - Advertising Age, July 28, 2016
"How Nestlé Plans to Speed Up Its Marketing by Setting Up Shop In Salesforce's New York Office" - Adweek, July 28, 2016
"Nestlé Waters launches a digital command center to collect data and market faster" - Digiday, July 28, 2016