Success Story
Salesforce Consulting For A Seriously Fun Brand
Tap CXM is enabling a global toy maker to enhance their Salesforce implementation and build long-term success on a foundation of best practices.
Industry
Retail
Date delivered
May 2025
Length of project
9 months
Solution provided
Salesforce consulting
Technology
Salesforce
The Project
A global toy manufacturer sought to maximise their (not insignificant) investment in Salesforce. While the team knew that improving personalisation would lead to increased customer lifetime value, they lacked the resources and in-depth expertise to drive these benefits. Tap CXM provided hands-on Salesforce consulting to bridge this capability gap, in partnership with VCCP Group working their creative magic.
The Challenge
The company was struggling to leverage the full potential of Salesforce:
- Immature data setup made segmentation and personalisation difficult with 11M people in the database.
- Manual campaign development processes slowed time-to-market across 3 markets (EMEA, AMS and APAC) and multiple locales.
- Lack of structure around customer journeys meant that offers and communication frequency weren’t tailored.
- Technical issues were popping up in content blocks and email modules.
- Personalisation was largely based on a new preference centre, but slow uptake limited the opportunities.
Despite these challenges, the building blocks were solid. They didn’t need to invest in new MarTech. What they needed was a practical understanding of Salesforce’s capabilities and the resources to make meaningful improvements.
Tap CXM deployed a dedicated team of seasoned Salesforce experts in partnership with VCCP Group. Together, we streamlined campaign processes:
- Defined customer needs at different stages of the lifecycle.
- Developed master email blocks for ‘pick and mix’ flexibility and faster campaign development.
- Designed and built a robust segmentation model, creating 16 distinct customer segments.
- Created a content framework that categorises communications into 5 needs-based customer journey archetypes.
- Developed a tracking system to monitor which content blocks a subscriber sees and prevent duplication.
- Quality-tested campaign assets, working with the client’s global creative team to ensure brand consistency.
We have up to 7 people co-located with the client, meaning we’re part of their team. As the resident Salesforce implementation experts, Tap CXM is responsible for making creative customer engagement ideas a reality within the platform.
Tap helped us turn our CXM strategy into reality. They quickly understood the brief, brought the technical depth we needed, and delivered with clarity and confidence. Their involvement didn’t just ensure smooth execution – it strengthened our approach and made a real difference to the outcome for our client.
Matt Broekhuizen, Head of Loyalty and CRM, VCCP
The Results
It’s still early days, but our collaborative effort has already begun to build significant benefits:
Improved campaign efficiency: Development, stability, and error rate improvements in multi-language email campaigns.
- Enhanced personalisation: Our client can now use loyalty and purchase behaviour (e.g. recency, frequency, value and engagement) to talk to individual customers.
- Measurable ROI: Accelerated rollout times and optimised operations directly contribute to a higher Salesforce ROI.
- Seamless setup: Tap, VCCP, and the client function as one team, ensuring that Salesforce activities and customer comms connect to big-picture business goals.
- Trusted support: We’ve become the go-to experts for Salesforce Marketing Cloud support for email, automation, advertising, and contact-building capabilities.
Through strategic Salesforce consulting backed up by on-ground expertise, Tap CXM is enabling the toy maker to fully capitalise on their martech investment. We know what’s possible with Salesforce – and we know we’ve only laid the first bricks on a long road with this client.
