Improving customer engagement: how Marketing Cloud revitalised customer communications for a dietary catering company

Mastering the art of customer engagement is a key challenge for companies from various sectors. This case study highlights the project undertaken by a leading dietary catering company in Poland. The company faced a common obstacle: effectively engaging and retaining its customer base. This case study shows how the strategic implementation of Salesforce Marketing Cloud answered the key question of “how to improve customer engagement” and set a new benchmark in the catering industry for customer interaction and satisfaction.

Who is our client?

Our client is a dietary catering service operating in Poland. They specialise in providing various diet plans like vegan, ketogenic, and classic, focusing on using high-quality ingredients. Customers can select their meals through an app, offering flexibility and convenience. The client delivers healthy, customised meal options to their customers’ doorsteps, catering to those seeking a balanced and convenient dietary solution.

What was the challenge?

Before the implementation of Salesforce Marketing Cloud, our client faced several challenges:

Low customer engagement: a big part of the customer base was inactive, leading to decreased sales.
Difficulty in tracking customer preferences
Inconsistent communication: struggled with maintaining regular contact with the customers, resulting in missed opportunities for promotions and feedback.
Limited reach: a single communication channel, limiting the ability to effectively reach and engage with diverse customer base.
Lack of a tool to automate marketing activities.

Technology used

Marketing Cloud

Implemented solution - how it relates to the challenges

To address the challenges, the client adopted Salesforce Marketing Cloud. The implementation included:

Basic configuration setup: tailored to specific needs to maximise customer engagement.
Consent management – creating a Preference Center to manage consents or integrate unsubscribe from lists with the customer panel.
Email channel configuration enables the sending of ad hoc and automated campaigns.
SMS channel configuration.
Multichannel integration: combining email and SMS marketing to reach customers on their preferred platforms.
Personalised customer journeys: using customer data to create customised communication strategies for different segments of the customer base.
Implementation of marketing automation paths: “welcome path” after registration and “activation path” for customers inactive for six months without placing the order.

Achieved benefits

activation of inactive customers
structured and regular contact with customers
multichannel communication: email + SMS
personalised marketing strategies

Implementing Salesforce Marketing Cloud has improved how the company interacts with its customers. By embracing technology, the client re-engaged its customer base and established a more dynamic, responsive, and efficient communication system.