Merck

Merck Group operates globally in healthcare, life sciences, and performance materials, serving both professionals and end consumers through a wide portfolio of products. To strengthen digital engagement and better understand consumer needs, Merck launched an initiative to create personalized relationships with consumers through digital channels.

360Asklogix supported the implementation of the Salesforce Customer Success Platform, enabling Merck to centralize consumer data, orchestrate personalized communications, and improve customer engagement across multiple touchpoints.

Merck wanted to move from traditional product communication to consumer-centric engagement. Key challenges included:

• Consumer data distributed across marketing, digital, and service platforms, limiting the ability to create a unified consumer view.
• Marketing communications that were often generic and not tailored to individual consumer needs or preferences.
• Digital interactions across websites, campaigns, and customer support channels that were not fully integrated.

The Goal: A consumer engagement platform to create a unified consumer profile, deliver personalized communications, and track interactions across channels.

360Asklogix implemented a Salesforce Customer Success Platform architecture to support Merck's consumer engagement strategy, enabling:

• Consolidation of consumer information from multiple sources, creating a 360-degree view of consumer interactions.
• Marketing automation to deliver targeted communications based on consumer preferences, behaviors, and interactions.
• Multi-channel interaction management across digital campaigns, email communications, and customer service.
• Consumer journey tracking across multiple touchpoints, helping marketing teams refine engagement strategies.

Following the Salesforce rollout, Merck achieved the following outcomes: