The world’s largest exporter of dairy products, Fonterra is shaping the industry in quality and innovation. With Salesforce, it has connected its business from the farms of New Zealand to consumers all over the globe. It’s now moving rapidly to build on this foundation and engage with consumers in more personal and meaningful ways.
“Fonterra is a strong and successful global dairy nutrition company but to continue to remain relevant to consumers, we need to innovate faster. Salesforce is at the core of our transformation and is accelerating our digital engagement,” said Caitlin Nguyen, Global Digital and CRM Lead for Fonterra’s transformation arm.
This transformation arm, aptly named ‘VelocityNext’, is helping to speed innovation and deliver new core capabilities and experiences based on consumer needs. It has increased engagement with Fonterra’s brands and has teams blazing new trails to success.
“Salesforce has given us a platform to know and serve our customers better, helping us become more than a trusted source of nutrition but a trusted voice on health and wellness.”
Anmum’s journey towards smarter and more personalised marketing has inspired other teams within Fonterra and opened the door to innovation and experimentation. Teams are sharing ideas and collaborating via Chatter which is accessed via the ‘My Fonterra’ intranet and ‘My Milky Way’ app which runs on the Salesforce mobile app.
VelocityNext has become the engine to speed Fonterra’s success and is helping to build out the digital ecosystem for each of Fonterra’s businesses across Asia – leveraging best practice from one business to the next.
“By sharing what we’ve learned and achieved with Malaysia and Indonesia and how Salesforce helps us connect with farmers in New Zealand, we can help others realise the opportunities within their own areas of the business. We then get teams in multiple countries saying ‘okay, let’s do this now and not wait any longer’,” said Nguyen.
One of those teams is Fonterra’s Anchor Food Professionals business which provides dairy products and tailored solutions for foodservice professionals. The business already uses Sales Cloud but is now implementing Marketing Cloud to nurture leads and take them on a journey which involves customers being able to sample products before placing their first order. This will support sales by automating communications and increasing the number of customer touchpoints.