With over a century of global automotive leadership, Ford recently embarked on a significant digital transformation in South America, focusing on delivering personalized, impactful customer experiences.
As an existing Salesforce customer since 2017, Ford started with Sales and Experience Clouds for lead management in Brazil, then, expanding the same strategy for other key markets in South America. However, with data spread across multiple platforms, Ford needed an unified customer view to target specific segments, as a critical part of their digital transformation strategy.
Partnering for Scalable Innovation
Ford’s primary goal was to streamline system integration, modernize customer care and marketing platforms, and refocus its strategy around customer service. Achieving this required a unified approach to data, more dynamic systems, and a deeper understanding of customer behavior across every touchpoint.
By expanding its use of the Salesforce platform across key touchpoints, Ford and OSF Digital laid the groundwork for more personalized, connected journeys and a well-structured sales process. OSF Digital, a strategic partner with deep expertise in the automotive industry, brought its Salesforce and system integration experience to help Ford implement effective multi-cloud solutions. Their deep understanding of the automotive landscape and Salesforce ecosystem enabled them to tailor scalable solutions aligned with Ford’s evolving business goals in the region.
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Powering Personalization With Multi-Cloud Solutions
Along with leading the integration process and building out the architecture for this digital transformation, OSF also regionalized the experiences, respecting the needs of each market and significantly changing how regional teams collaborated. The transformational process, powered by local Salesforce executive teams, connected Ford applications to Salesforce platforms to provide a central data point.
By leveraging MuleSoft to integrate legacy systems and implement Salesforce solutions, such as Sales Cloud, Service Cloud, and Marketing Cloud, Ford transformed its operations, enabling more efficient management and valuable insights. The centralized customer database has enabled the personalization of customer journeys and enhanced customer loyalty by offering customized products and services that resonate with individual customer preferences.
“Our priority is based on customer satisfaction. In the last few years, with these transformational implementations that we did, leveraged by Salesforce, we are able to better know our customer using the platform now, much more data driven to offer, much better hyper personalized campaigns and attendance to our customers.” – Danielle Feltrin, SA IT Customer 360 View Manager, Ford Motor Company
The implementation impacted multiple departments, including customer care, marketing, and agencies. It changed day-to-day operations and influenced how the brand connects with customers. As a result, customer satisfaction and brand perception have improved significantly.
With OSF Digital’s support and Salesforce’s integrated capabilities, Ford saw measurable improvements:
- 20+ legacy systems and applications integrated with Salesforce ecosystem with over 95% data quality
- 60% less time for campaign creation and deployment
- Significant increase in CRC NPS rates after Service Cloud implementation
Uncover the Full Story
Hear from Ford and OSF in a 2-minute video
Future-Proofing Ford’s Digital Evolution
Ford’s journey in South America shows how digital solutions can drive growth and innovation for large companies. By implementing multi-cloud solutions, a key component of their digital transformation strategy, Ford significantly improved its operations, customer service, and marketing strategies, ultimately driving better business performance and deeper customer satisfaction.
With the integration of Agentforce, Ford is positioned to elevate its customer service and enhance data analysis through artificial intelligence (AI). This advancement reinforces Ford’s evolution into a premium brand, boosting customer loyalty, satisfaction, and long-term growth. As the automotive industry evolves, Ford’s digital-first approach, powered by Salesforce, stands as a model for innovation, resilience, and customer-centric digital transformation.
“Agentforce will streamline agent management, improve personalized interactions, and provide data driven insights to optimize support processes. With Agentforce, Ford can ensure efficient, responsive, and personalized customer service.” – Raffaele Veschi Junior, Regional Sales Director, Salesforce
Resources: OSF Digital: Ford Story
