FINANCIAL TIMES
“From a service or subscription point of view, managing our customers on a single platform is critical to survival.”
The Financial Times scoops the competition in the digital age
The Financial Times has also moved many of its systems from legacy platforms into Salesforce, including contracts, directories, IT help desk, and order management. App Cloud even powers the website for the company’s popular consumer luxury lifestyle magazine, How to Spend It.
“The ability to consolidate onto one platform has had a big impact for us. It’s more cost-effective to maintain and support, and users only have to log into one place.”
Social media is the source for a new era
The Financial Times uses social media channels including Facebook and Twitter to share breaking stories, cultivate online communities, and create deeper engagement with readers. The company also uses Marketing Cloud to monitor and engage with social customers. “Marketing Cloud lets us use social media to see how we’re doing,” says Scott. “Social media is the fastest growing traffic source to FT.com, increasing by 20 percent in the first six months of 2012, and is an increasingly important driver of new customers.”
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