Building Long-Lasting and Personalised Customer Relationships

The Strategic Impact of Salesforce CRM and Marketing Cloud

Abstract

This article explores in some detail the potential beneficts of strategic decision made by companies to incorporate the Customer Relationship Management (CRM) and Marketing Cloud platforms by Salesforce. The convergence of these platforms offers remarkable coherence, enhancing companies' ability to understand, serve and involve their customers more effectively. The methodology used was a literature review based on the collection of articles in the SCOPUS and Web of Science databases. It has analysed how Salesforce CRM offers a 360º view of customers, enabling teams to personalise all interactions as necessary, anticipate needs and boost customer loyalty. At the same time, it has explored how Marketing Cloud, integrated with CRM, is capable of boosting omnichannel marketing campaigns, providing a holistic approach that translates into personalised and effective experiences. An in-depth overview of the advantages that each platform offers companies was presented, highlighting their ability to boost customer satisfaction, increasing operational efficiency and strengthening their competitive position in a dynamic business environment.