Presentation describing how FedEx uses Salesforce Data Cloud (and connected Marketing/Sales/Service systems) to unify siloed data from its global supply chain, enable real-time customer experiences, and activate data into Marketing Cloud. Speaker gives scale metrics (15 million packages/day, 220 countries, ~2% of global GDP, ~1 PB data/day), explains zero-copy access to Azure-hosted operational/pricing data, and describes a data-reduction/activation workflow (from ~1,000,000 records down to 12,000) that powers marketing and delivery-prediction features; speaker also expresses optimism about generative AI augmenting human interaction.
Chapters
Over the last 50 years, FedEx has built one of the most powerful and unrivaled physical supply chain networks in the world. We move 15 million packages a day across 220 countries that we serve. When you add that up on a global basis annually, we're facilitating 2% of the world's GDP. That's $2 trillion a year of information that is attached to all of those packages. From that physical network, we create 1 petabyte of data every single day. So how do we take advantage of that data and turn it into something that makes your business better? At FedEx, the customer is at the center of everything. And before Data Cloud, we definitely had siloed data. So customers may be on.com one day, they may have 19 shipments in flight. And when they come to FedEx, they expect us to know what they've been doing. So sales has a view of the customer. Marketing may have the same customer, but they're looking at it from a different angle. Then you talk about shipment. So it takes time to collect that data, most of the time over three weeks. With Data Cloud, what we have now is real time. When we think about Data Cloud and zero copy, it was vitally important to us. We have all of our operational data and pricing data and costing data sitting inside of Azure. So we were immediately able to connect without having to copy all of our data. We started with a million records, we narrowed down to 12,000. And that in turn is the data that's activated into Marketing Cloud. The ability to connect our marketing cloud, our.com channels with our sales instances and serving it up to Salesforce so that we can take action on it is what Data Cloud delivers. As the journey goes on, all the information is recorded and then ends up back into Data Cloud. So now we have learned something about the customer. We can ship to all of those countries. If a customer is having difficulty online, we can direct it to a live customer service agent and the salesperson can reach out or we can send them an email. So we have brought all this together through Data Cloud. We love powering experiences that allows our brands and our customers to grow their business. Delivery predictions on the FDX platform is just one example of ways that we're helping customers increase their revenue and win together. I think we're just really at the beginning point of generative AI and all the capabilities that it's going to be able to do to augment the human interaction. AI will help humans become more human. The culture at salesforce of being customer obsessed is a leading attribute. The Salesforce is constantly innovating and constantly creating new value. I just can't say enough about how well the teams have come together to delight our customers. Can't ask for more than that.
