Our impact cases
Club Deportivo Guadalajara (Chivas)
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Club Deportivo Guadalajara, known as "Chivas", is one of the most prominent professional soccer teams in Mexico. It faced the challenge of organizing and coordinating its various business units to effectively manage and leverage all of its data, which included information on fans, ticket sales, food and beverage, merchandising, WiFi and the museum. The lack of integration of its databases limited its ability to better understand its fans.
Solution
Together with Orange Digital CX, Chivas implemented Service Cloud, Data Cloud and Marketing Cloud, which allowed them to unify their data and develop more effective strategies. The integration of all their information in a single Data Cloud helped them to better understand their audience. Service Cloud facilitated easier interaction to identify fan needs, while Marketing Cloud improved communication across all channels. This connection between systems provided a unique experience for fans, ensuring immediate responses through a chatbot. Orange was present in every detail of the process, and their methodology has been very positive, helping them to recognize the potential of understanding their fans in a deeper way.
Impact
The collaboration with Orange Digital CX and the adoption of Service, Data and Marketing Cloud resulted in significant achievements for Chivas. Consolidation was achieved in the Data Cloud, creating unified fan profiles by integrating six different data sources. This provided a complete view of Chivas' different business units, such as Chivas TV, the online store, ticket sales, tours and the museum. In addition, marketing campaigns became more effective, with significantly improved email open rates thanks to a more segmented and personalized approach. On the customer service side, the number of inbound calls was reduced, indicating improved self-service and resolution through digital channels.
"Orange Digital is not simply a partner that Salesforce set up for us; we consider them an integral part of our team, almost as if they were another department within Chivas."
Humberto Anaya
Business Intelligence Manager, Club Deportivo Guadalajara.
Boletomobile
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Boletomóvil is a company specialized in the sale of tickets for a wide range of events, ranging from different sports matches to large concerts and festivals. Its main objective is to offer an agile and efficient solution so that users can purchase tickets quickly and easily, without complications. However, Boletomóvil faced a significant challenge: the disconnect between sales and marketing data. This lack of integration slowed down the process, making it less efficient and creating a fragmented experience for both the internal team and customers. In addition, the lack of real-time analytics limited the company's ability to properly segment its audience. As a result, the company needed an end-to-end solution that would optimize its processes, enable better use of data and improve the relationship with its users, providing them with a much more seamless and personalized shopping experience.
Solution
In collaboration with Orange Digital CX and through the implementation of Salesforce Service and Marketing Cloud, Boletomovil achieved a remarkable transformation in the data management of the marketing and sales departments. The strategy focused on redefining the ticket sales process, incorporating a Boletomovil cashless platform to improve the digital experience in a comprehensive way. This digitization not only optimized resources, but also allowed for more effective personalization, thus transforming the customer experience and modernizing the ticketing industry.
Impact
The collaboration between Boletomóvil and Orange Digital CX, together with the implementation of Service and Marketing Cloud, allowed the company to optimize several key aspects of its operation. Improved campaign personalization contributed to more effective interaction with users, reflected in a notable impact on customer engagement and response. In addition, the use of real-time analytics enabled more accurate segmentation, helping Boletomóvil to make better informed strategic decisions to enhance its future growth.
"The experience with Orange Digital has been amazing, they focused on what we need and what we are looking for and based on this find perfect solutions for us (Boletomóvil)."
Luis Chavez
Marketing & Customer Success Manager at Boletomovil
Konfío
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Konfío, a 100% Mexican financial company focused on driving SME growth, faced the challenge of improving the efficiency of its marketing strategies and gaining a more complete view of its performance metrics. Data privacy regulations and the need to optimize its marketing investments presented additional obstacles.
Solution
In conjunction with Orange Digital CX and the implementation of Salesforce Marketing Intelligence, Konfío achieved a transformation in its marketing operations. The strategy focused on implementing advanced analytics technology and unifying marketing data on a single platform. This enabled Konfío to better understand its audience and optimize its campaigns more effectively.
Impact
The collaboration with Orange Digital CX and the adoption of Marketing Intelligence generated remarkable results for Konfío. They were able to centralize all the data they had, from campaign performance to the impact they are having on their audience. In addition, the improved visibility of performance metrics allowed Konfío to make more informed and strategic decisions.
"(Orange) is not just a typical technical partner but they like to understand what your business strategy is, what your target audience is, and they also look to work more as a businness partner rather than as an implementation team."
Mario Martinez
CRM Director at Konfío
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Deportivo Toluca F.C.
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The fans of Club Deportivo Toluca, ironically from a very cold city, are very passionate and demanding with their team, they make themselves felt, they are emblematic and the atmosphere in the stadium is very hot, hence the name Infierno (Hell). The challenge was that the communication that the club had with the public was not close, "The fan could come to the stadium, watch the game, go home and not know anything about the team until the next game". What was needed was a tool designed to be closer to the fans, not just social networks, since "there was a perception that both parties did not share the same objective".
Solution
Through Salesforce Marketing Cloud, the strategy focused on innovating communication channels and empathizing with the entire fan journey. We sought to connect the real (physical) experiences of the fans with the digital world, from the moment they are at home, to the moment they arrive to live the stadium experience. All focused on creating experiences through active communication that really listens to them. The execution of the strategy was divided into innovation, digital experiences and on-site events. All of this was achieved through the use of Salesforce Marketing Cloud and a team focused on design and architecture of Journeys for fans and everything that has to do with performance and optimization of Journeys.
Impact
Going from not knowing the fans to knowing them completely, understanding how they consume, how to sell them products, how to encourage them to visit the stadium and create an unforgettable experience. Innovative strategies were implemented through Salesforce Marketing Cloud, managing to increase the fan base by more than 100%, reaching our goal of season ticket sales, which is something incredible because every tournament we set a much higher goal and without believing that we were going to meet it this tournament we did. "I think this connection has been the best thing we have had throughout this time with Orange."
"From increasing our fan base to more than 100%, reaching our goal of season ticket sales, which is something incredible because every tournament we set a much higher goal and without believing that we were going to meet it this 2023 closing tournament we met it."
Fernanda Echeverri
Digital Marketing and Innovation
Postponement
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Aplazo is a Buy Now, Pay Later (BNPL) platform that offers simple and transparent bi-weekly credits in physical stores or online to people who do not have a credit card. Like any startup or growing company, Aplazo scales with great speed in customer and merchant acquisition. It is very difficult to have a proper visibility of what is going to happen in a week, in a month, in three months. They require a tool to help them continue this growth and execute digital strategies to meet their goals.
Solution
Being digital natives, they decided to use the Salesforce Marketing Cloud tool with the support of Orange Digital. As a managed service or MSP, Orange participated in materializing the ideas of digital strategies, to find the best way to exploit the possibilities of the platform's operation. The strategies focused on Growth Hacking, consolidating the information that would allow the company to scale and through its inputs improve designs, journeys and the way to obtain business results.
Impact
With these digital strategies, it was possible to personalize each of the instances of communication with more than three thousand businesses and more than 500 thousand Aplazo users, achieving significant growth. With the support of Orange, Aplazo was able to scale 7X its organic channels in a period of 8 months.
"People so skilled and expert in everything related to Cloud marketing and with the support that Orange gives us, we really could not imagine a scheme today where Aplazo would not have an ally like Orange to continue operating Marketing Cloud."
Ceci Olguín
Head Marketing of Aplazo
