Salesforce's Web3 platform assists companies in creating, deploying, and managing non-fungible tokens (NFTs) in a way that is secure, scalable, and sustainable. By integrating their Customer 360 with Web3 data, companies can obtain a comprehensive understanding of how customers engage with their brand across both traditional and emerging digital environments, leading to new ways of connecting with customers. The platform's release is currently limited.

Innovating Customer Engagement and Loyalty through Blockchain and NFTs

Web3 is being hailed as the future of the internet and encompasses emerging technologies such as blockchain and NFTs. These technologies provide brands with inventive ways to engage new audiences and leverage first-party data to strengthen customer relationships and increase loyalty.

• According to a Salesforce survey, almost half of the consumers (45%) would be more inclined to buy an NFT if it were from their preferred brand. Furthermore, 75% of the consumers who have previously purchased an NFT reported that purchasing an NFT from a brand enhanced their loyalty toward the brand.

Exploring More:

• The newly introduced Web3 Connect API integration empowers brands to establish personalized and comprehensive experiences across both Web2 and Web3, enabling them to gain a complete 360-degree understanding of how their customers are engaging with their NFT collections.

• NFT Management, previously called NFT Cloud, empowers companies to produce and handle NFT collections right within the Salesforce platform. They can also access real-time customer insights, track blockchain activity, and automate processes with Salesforce Flow.

• Salesforce adopted a responsible and values-driven approach in developing the Web3 product by involving various entities, such as the Office of the Ethical and Humane Use of Technology, Web3 Advisory board, Ethical Use Advisory Council, employees, experts from academia and nongovernmental organizations, as well as its Sustainability and Equality teams.

• Businesses are receiving assistance in implementing Web3 and experimenting with blockchain, digital wallets, and NFT minting from global consulting partners such as Accenture and Deloitte Digital, as well as digital agencies and strategy consultants like AE Studio, Media.Monks, TIME, and Vayner3.

Consumer Values and Sustainability Practices Matter When Buying NFTs from Brands, Says Salesforce Survey.

According to another Salesforce survey, a majority of consumers (67%) prioritize values when contemplating purchasing an NFT from a brand, while 65% consider a brand's environmental and sustainability practices as crucial factors in their decision-making.

Final Thoughts

In conclusion, Salesforce's Web3 platform provides businesses with a secure, scalable, and sustainable way to create and manage NFTs, and integrate them with Customer 360 data for a deeper understanding of customer engagement. The platform's release is currently limited, but it holds great potential for brands looking to engage new audiences and increase loyalty through innovative technologies. Furthermore, Salesforce's values-driven approach in developing Web3 emphasizes the importance of ethics, sustainability, and customer values, making it an attractive option for socially responsible companies.