Story
Salesforce
WalmartWalmart Uses Marketing Cloud for Customer Profiles
Walmart, a consumer staples organization in the United States, uses Marketing Cloud from Salesforce to support customer data operations for data and experience teams.
Value results
| Category | Value result |
|---|---|
| Productivity | Handoffs in customer data operations sit in a shared queue instead of a mailbox trail |
| Risk and compliance | Marketing Cloud is the governed place data and experience teams use for customer data operations |
| Capability | New joiners can see how customer data operations actually runs |
Story
Inside Walmart, customer data operations used to depend on whoever still had the latest file. That pattern is common in consumer staples groups working out of the United States. Data and experience teams needed a system that would still make sense after the original project team moved on.
Walmart uses Marketing Cloud from Salesforce as the working layer for customer profiles. Salesforce is the enterprise customer relationship platform for sales, service, marketing, and customer data, with Slack as the collaboration layer. The practical change is simple: customer data operations has a home, and reviews happen there instead of in a forwarded thread.
Nothing in this writeup invents a savings number. What Walmart gets from Salesforce is a durable place to run customer data operations and a way for data and experience teams to see the same customer profiles at the same time.
