U.K. Firms Turn to Salesforce to Enhance Customer Loyalty

Once primarily the domain of small and midmarket companies, Salesforce marketing automation tools have become a top priority for larger U.K. enterprises intent on cultivating customer trust and loyalty, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm.

The 2024 ISG Provider Lens Salesforce Ecosystem Partners report for the U.K. finds that U.K. enterprises are seeking more efficient ways of using customer data to increase retention, loyalty and customer lifecycle value. Salesforce service providers are responding with solutions that target sector-specific use cases and leverage GenAI, automation and other cutting-edge technologies, the ISG report says.

“The U.K. market is a vibrant space for Salesforce ecosystem partners,” said Anthony Drake, partner and head of UK and Ireland for ISG. “The fierce competition inspires providers to innovate and explore new avenues, increasing the presence and reach of Salesforce within companies based in this market.”

The sudden advent of ChatGPT in November 2022 triggered immediate reactions from C-suite executives, with many companies jumping on the AI bandwagon and deciding to accelerate their investment plans in AI for the coming years, the report says.

For its part, Salesforce recognized the ascent of ChatGPT as an inflection point in technology history that required a strategic response, and quickly launched Einstein GPT, a GenAI solution for CRM, in the first quarter of 2023, the ISG report says. By the middle of last year, Salesforce was actively repositioning itself as the company of “AI + Data + CRM + Trust,” the report notes. That declaration was followed by the launch of Salesforce Data Cloud, able to combine data points from disparate data sources. Salesforce partners recognized the maturity and functional richness of Data Cloud, given its origins in the Marketing Cloud suite, ISG says.

“AI transformation and streamlined data management are the next frontiers for large enterprises in the U.K.,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Cloud migration and digital transformation are critical foundations for the future of these businesses.”

The report also examines the diverse range of methodologies, frameworks and tools that Salesforce providers are using to streamline processes and increase efficiency.

For more insights into the Salesforce ecosystem challenges facing enterprises in the U.K., including optimizing Salesforce’s complex licensing landscape and making the most of its AI capabilities, and ISG’s advice for addressing them, see the ISG Provider Lens Focal Points briefing here.