CRM software provider Salesforce announced on Wednesday that it is expanding its client services to include the administration of non-fungible token (NFT) loyalty programmes.
On its website, Salesforce Web3 claims that its suite of tools will assist enterprises in creating, managing, and integrating NFTs into their operations. The new platform’s customer care solution Customer360 will support Web3 technologies as well.
Moreover, Web3 Connect, an API interface that offers insight into the customer experience across Web2 and Web3 as they make use of these new technologies, is being released by Salesforce Web3. NFT Management, a tool that enables businesses to generate and track the success of their NFT collections and blockchain data using the Salesforce interface, is also being released by Salesforce.
The vice president of new technologies at Salesforce, Adam Caplan, stated in a blog post that the company is excited to embrace Web3 and the opportunities it provides companies to foster communities and advance digital ownership.
In a blog post, Caplan stated, “We’ve seen a lot of interest from clients who want to understand and tap into this new world of Web3 and NFTs. Distinctive digital assets, such as NFTs, give brands new ways to use first-party data to develop online communities, generate digital twins, and power loyalty programmes.
According to Salesforce, it started evaluating Web3 technologies last year and completed 275,000 transactions successfully while it was still in its experimental stage. Some businesses, including the bourbon producer Crown Royal, the toy seller Mattel, and the clothing maker Scotch and Soda, tested Salesforce’s technology using their own Web3 technologies.
“Salesforce Web3 strengthens our NFT collections to help us engage with customers and link our Web2 and Web3 systems together,” wrote Sven Gerjets, executive vice president and chief technology officer at Mattel, in a blog post. Initial hints from Salesforce CEO Marc Benioff hinted at plans to include blockchain technologies in 2018. The business made plans to include its own native blockchain into its CRM public a year later. More recently, Salesforce collaborated with Miami’s mayor, Francis Suarez, to release an NFT collection in association with Time magazine and Mastercard.
