PRESS RELEASE: Nestlé Waters North America Inc. announced the launch of its digital Consumer Engagement Center in partnership with Salesforce, the Customer Success Platform and world’s #1 CRM company. The Consumer Engagement Center will be housed within the New York City offices of Salesforce in a unique, lab-like atmosphere.
Nestlé Waters North America is the leading U.S. provider of bottled waters offering consumers many choices for healthy hydration. The new Consumer Engagement Center will empower Nestlé Waters’ employees and partners to deepen their 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 well-known bottled water products such as S. Pellegrino®, Poland Spring® and Nestlé Pure Life® 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, Nestlé Waters North America. “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. “The Salesforce Customer Success Platform provides Nestlé with a transformative way to holistically manage the customer experience and connect the dots across sales, service, community and marketing.”
Using the power of Salesforce Marketing Cloud, Nestlé Waters North America will leverage its new digital center to understand thousands of brand and topical conversations per month. Doing so will allow the company to participate in social conversations with its communities and provide branded content most relevant to its 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.
“Digital command centers are intelligent nerve centers that let brands quickly track digital moments and respond appropriately … For an increasing number of CMOs, such a center delivers actionable insights to improve market research, better support customers, and drive sales,” wrote analyst Clement Teo.1