Salesforce & FedEx: Powering Digital Transformation

Operational success in the logistics industry is not limited to delivering packages on time. Turning customer data into action at the right moment plays a critical role in sustainable growth and revenue continuity. By using the high volume of data generated across its sales and shipping processes in real time, FedEx aimed to reactivate dormant customer accounts and recover missed sales opportunities. In line with this objective, Salesforce established a data-driven structure where customer data was positioned centrally.

Challenges Faced by FedEx

FedEx was managing customer data coming from sales, shipping, and digital channels across different systems. This made it difficult to view customer behavior holistically and take timely action.

This fragmented structure led to clear challenges in three key areas:

• Despite shipping contracts being signed, the first shipment was not initiated, leaving small business customers inactive.

• International shipping services were researched through digital channels, but sufficient guidance was not provided at the decision stage.

• High-value deal processes were abandoned midway, and these opportunities were not systematically tracked.

Although sales teams were able to identify these opportunities, collecting and interpreting data from multiple systems required support from technical teams, causing the process to take weeks. For FedEx, the core challenge was that existing data could not be transformed into business actions quickly and automatically.

Gains Achieved with Salesforce Solutions

To address this challenge, FedEx positioned the Salesforce platform as the central hub for customer data. Within this structure, each solution was utilized to address a specific business need.

Data 360:

Sales contracts and shipment activities were combined into a single customer view. When a customer signed a shipping contract, the shipment process was automatically monitored based on the start date specified in the contract. If no shipment occurred within the defined period, the situation was immediately identified as a “dormant opportunity.”

Marketing Cloud:

Dormant opportunities identified by Data 360 were directly converted into action. Personalized emails including contract-related benefits and shipping discounts were automatically sent to customers who had not initiated shipments. This eliminated the need for manual follow-ups and enabled a fast and scalable marketing process.

Sales Cloud:

Sales teams were enabled to view customer interactions together with their context. Critical information such as which content the customer engaged with and at which stage the process stalled was shared with sales representatives. As a result, sales conversations shifted from general reminders to a more consultative approach tailored to customer needs.

Service Cloud:

Customer context generated across sales and marketing processes was made available to service teams with the same level of consistency. All customer interactions were managed by taking past engagements and current needs into account. This structure made it possible to support end-to-end customer journeys and deliver a consistent customer experience.

How FedEx Managed Operational Data with Salesforce

For FedEx to convert customer and operational data into action without delay, data needed to be managed within a unified structure. Salesforce architecture addressed this requirement by directly connecting operational data to business outcomes. As a result, manual data collection and evaluation processes that previously took weeks were eliminated. Real-time data and automated actions directly increased the speed and effectiveness of customer interactions. The tangible results were clearly measured:

• Customer activation improved by 13%

• Over 2,000% return on investment (ROI) was achieved within five months

• Sending more than 1 billion personalized emails annually became possible

The integrated structure offered by Salesforce reduced campaign creation and deployment times from weeks to minutes. Real-time customer signals were evaluated within the same context by marketing, sales, and service teams and immediately turned into action.

Now is the perfect time to take steps toward digital transformation to enhance your business’s competitive advantage and stand out in the industry. To make your processes more agile and customer-centric, explore digital technologies and Salesforce solutions.If you would like to learn more about these solutions from Kofana Digital’s expert team, fill out the Demo form today.