Business need
Solving the data puzzle
Digitalisation has transformed the way companies interact with their customers, and Grupo Anaya is no exception.
With a diverse customer ecosystem — ranging from teachers and students to bookstores and distributors — the company faced a critical issue: data fragmentation.
Customer information was scattered across multiple disconnected platforms and systems, making it difficult to build a 360 view of the user. Without a single source of truth, personalising experiences and achieving effective segmentation became nearly impossible. Additionally,
the lack of integration between communication channels created inefficiencies in managing subscriptions, newsletters and corporate communications, negatively impacting customer loyalty and relationships.
This challenge was compounded by the market’s growing demand for more agile and personalised digital experiences. Grupo Anaya needed a solution capable of centralising, structuring, and leveraging its vast universe of data to improve decision-making and deliver a service truly tailored to each user’s needs.
We chose Salesforce, and NTT DATA as our partner, to take on a complex and ambitious project and to properly address the needs and preferences of each user, significantly improving the experience for all our customers. We now have a solid foundation, to which we are adding use cases that exponentially increase value across all areas.”
Solution
Unified data, smarter engagement
To address this challenge, NTT DATA implemented a solution based on Salesforce Data Cloud. This platform enabled the centralisation and structuring of information, making customer experience segmentation and personalisation easier.
The solution included:
- Salesforce Data Cloud to consolidate data from various sources and create a 360 customer view
- Salesforce Identity, which unified user access across platforms, enhancing security and the navigation experience
- Salesforce Marketing Cloud, optimising segmented campaign management and interaction automation
- Personalisation Builder, allowing real-time content adaptation based on user interests and behaviour
This combination of tools has enabled Grupo Anaya to transform its customer management model, shifting from a fragmented approach to a fully integrated and automated system.
Grupo Anaya considers our user — whether a reader, teacher, student, family member or all of the above — as the central focus for transforming our services. To achieve this, we needed to unify our communication channels, offering more efficient and personalised support.”
Outcomes
Next-level customer engagement
The implementation of Salesforce Data Cloud has marked a turning point in Grupo Anaya’s customer management.
The main achievements of the project include:
- Centralisation and advanced customer segmentation
Grupo Anaya has optimised the management of over 900,000 unique customers by unifying information on a single platform. It now has a 360 view of each user, including registration data, purchase history, active licenses and support inquiries.
- Migration to a single identity
Identity fragmentation across the company’s digital channels has been eliminated. Each customer now has a single, centralised profile, enabling seamless interaction across all touchpoints — such as the teacher and student portals, newsletters, online store and customer service.
- Campaign automation and personalisation
Thanks to Salesforce Marketing Cloud, Grupo Anaya has improved audience segmentation and personalised customer communication based on behaviour and interests. This has increased engagement, improved conversion rates and strengthened customer loyalty.
- Greater customer loyalty and satisfaction
The use of real-time data has enabled more relevant experiences, boosting user trust and satisfaction with the brand. As a result, there has been a significant increase in customer retention and interaction across communication channels.
- Operational optimisation
Process automation and reduced manual tasks have led to more efficient management of subscriptions and corporate communications, improving response times and service quality.
In short, the implemented solution has transformed Grupo Anaya’s relationship with its customers, enabling more agile, personalised communication tailored to each user’s needs.
Next steps
With the technological foundation now in place, Grupo Anaya is preparing to take its digital transformation to the next level. The company plans to develop new use cases to maximise the platform’s potential and expand its impact on the user experience.
It will also continue to measure and optimise customer response, ensuring that every interaction aligns with user needs and expectations. As part of this evolution, new communication channels and personalised strategies will be explored to reinforce loyalty and increase user engagement.
Another key focus will be internal team training, ensuring that Grupo Anaya’s professionals can make the most of the platform and apply best practices in their daily operations. Feedback collection mechanisms will also be implemented to continuously refine and improve the company’s value proposition.
With these steps, the publishing group will not only strengthen its relationship with current customers but also reinforce its position in the educational and literary sectors, attracting new users and delivering an increasingly rich and personalised experience.