Salesforce and Amazon Web Services Expand Partnership to Benefit Customers
Salesforce and Amazon Web Services (AWS) are embarking on a significant expansion of their longstanding global partnership, with the two companies deepening the integration of each other’s products to enhance data management, improve CX, and enable AI-powered applications.
The expanded agreement, which includes select Salesforce products being offered for the first time on AWS Marketplace, will make it easier for customers to manage their data across both Salesforce and AWS, while also allowing customers to infuse generative AI technologies into their applications and workflows.
Salesforce will now support Amazon Bedrock, a managed service that makes foundation models (FMs) from leading AI companies available through a single application programming interface (API), as part of Salesforce’s open model ecosystem strategy. Amazon Bedrock will be available through the Einstein Trust Layer, the secure AI architecture built into the Salesforce platform, powering AI-driven apps and workflows in Salesforce.
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Moreover, Salesforce Data Cloud—the Salesforce platform that connects all of a company’s data together in one place to provide a unified customer view—will expand to support data sharing across additional AWS technologies. The Data Cloud integrations will be governed by new centralized access controls, giving customers the ability to manage secure user access at the folder, object, and file levels for Data Cloud content stored in Amazon Simple Storage Service (Amazon S3).
Salesforce will also expand its use of AWS, including compute, storage, data, and AI technologies through Hyperforce to further enhance such popular services as Data Cloud. Hyperforce is Salesforce’s renewed infrastructure architecture, composed of code instead of hardware to enable the Salesforce platform and its applications to be delivered rapidly to locations and customers worldwide.
For its part, AWS will increase the companywide use of Salesforce’s CRM offerings, including the adoption of Data Cloud, which will enable AWS to create a single unified customer profile and deliver more personalized experiences to customers.
“Today’s announcement is an incredible milestone in the evolution of our longstanding partnership with AWS,” says Marc Benioff, chairman and CEO at Salesforce. “With these enhancements to our partnership, we’re enabling all of our customers to be more innovative, productive and successful in this new AI era.”
Adam Selipsky, CEO at AWS, notes that Salesforce and AWS make it easy for developers to securely leverage data and generative AI technologies to drive transformation for their organizations and industries. “With this expanded partnership, our joint customers gain powerful new ways to innovate, collaborate, and build more customer-focused applications using the broadest and deepest set of cloud services.”
Select Salesforce products through AWS Marketplace are now accessible to joint customers of the companies in the US, with the new and expanded product integrations as well as regional support to become available in 2024.
Bayer Commits to Veeva Vault CRM and OpenData
Global life sciences specialist Veeva Systems said in a recent announcement that German biotechnology firm Bayer will be among the world’s first top biopharmaceutical companies that will be moving to Vault CRM, Veeva’s next-generation customer relationship management system. Bayer will also standardize its global customer data with Veeva OpenData, a reference database of healthcare professionals, healthcare organizations, and affiliations.
As Bayer moves to Vault CRM, it will harmonize customer reference data for greater efficiency and ongoing innovation, according to a statement from Veeva. And by unifying its global master data, Bayer will be poised to leverage AI-driven engagement across channels and geographies.
Slated for general release in April 2024, Vault CRM is part of Veeva Commercial Cloud, a family of software, data, and services to advance commercial excellence in the life sciences. It will replace Veeva CRM, the company’s current offering built on the Salesforce platform. In comparison, the new solution is optimized for new therapies and new models for the life sciences, formulated for the unique needs of complex therapies and service-centric engagement models, Veeva executives said.
“Partnering with Veeva sets us up with the long-term technology and data foundation to gain the speed and agility needed for the complexities of modern medicine,” said Patrick Moeller, global head of commercial IT and digital pharma at Bayer. “Vault CRM and Veeva OpenData are essential to driving more precise and effective customer engagement in every region and therapeutic area.”
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Bayer currently relies on Veeva CRM to drive engagement with healthcare professionals (HCPs) and launch new medicines across more than 80 countries. Moving forward, the company will streamline its global data landscape to deliver more accurate and timely data, and Bayer will also expand its use of Veeva OpenData to replace legacy data products with consistent customer reference data worldwide.
Tom Schwenger, president and COO at Veeva, says the two companies will continue their long-term partnership to help bring complex new medicines to global markets with speed and precision. “Vault CRM and Veeva OpenData will provide the foundation for commercial innovation to drive more effective on-demand engagement, expanding HCP relationships worldwide.”
MoEngage to Help the UAE’s DubiCars Boost Customer Engagement
MoEngage, the San Francisco-based marketing automation and customer engagement firm, is teaming up with DubiCars, the provider of an online platform for buying and selling vehicles based in the United Arab Emirates (UAE), to broaden the reach and appeal of the fast-growing car dealer to an already diverse clientele in that country, home to a vast population of expatriates.
Established in 2014 and relaunched in 2018, DubiCars has more than 900 showroom partnerships that list its cars on the web and in mobile apps. By using the capabilities of MoEngage, DubiCars plans to drive engagement across both those channels.
“To put it very simply, meaningful customer engagement in our business is one that results in leads for our clients and brand recognition for us,” says Craig Stevens, CEO at DubiCars. “From a broader perspective, we want to be recognized as the one-stop-shop for all things automotive related—research, purchase, sale, news, videos, reviews, and more.”
DubiCars also hopes to connect with the UAE’s varied audiences and communities in a manner that makes sense to them—an area in which MoEngage will be able to help, Stevens adds. And by deploying the smart tools and features of the MoEngage platform, DubiCars can tailor its engagement workflows. The company is also looking to improve upon sessions, leads, and listings for every user, and expects the accelerated usage and adoption of new features from MoEngage along with the creation of feedback loops from clients to enhance advocacy.
Sweta Duseja, director of customer success at MoEngage, speaks positively of the partnership. “[DubiCars] has always kept a customer-centric approach, and with the help of our partnership, we further plan to strengthen it.”
MoEngage has more than 1,200 global companies across 35 countries as clients, and the firm has an especially strong presence in the Middle East, with a client roster that includes the Commercial Bank of Dubai, lifestyle and retail firm Azadea Group, and Kuwait’s Jazeera Airways.
Author Information
Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.
At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.
