Grupo Anaya revolutionizes customer management with Salesforce Data Cloud

Solving the data puzzle

Digitalization 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, personalizing 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 personalized digital experiences. Grupo Anaya needed a solution capable of centralizing, structuring, and leveraging its vast universe of data to improve decision-making and deliver a service truly tailored to each user’s needs.

Unified data, smarter engagement

To address this challenge, NTT DATA implemented a solution based on Salesforce Data Cloud. This platform enabled the centralization and structuring of information, making customer experience segmentation and personalization 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, optimizing segmented campaign management and interaction automation
• Personalization Builder, allowing real-time content adaptation based on user interests and behavior

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.

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:

• Centralization and advanced customer segmentation

Grupo Anaya has optimized 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, centralized profile, enabling seamless interaction across all touchpoints — such as the teacher and student portals, newsletters, online store and customer service.

• Campaign automation and personalization

Thanks to Salesforce Marketing Cloud, Grupo Anaya has improved audience segmentation and personalized customer communication based on behavior 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 optimization

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, personalized 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 maximize the platform’s potential and expand its impact on the user experience.

It will also continue to measure and optimize customer response, ensuring that every interaction aligns with user needs and expectations. As part of this evolution, new communication channels and personalized 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 personalized experience.