Codere ‘takes another step’ in customer relationships with Salesforce

Nueva Codere has announced a partnership with Salesforce, targeting an enhanced relationship with its B2B and B2C customer base. 

In pursuit of this objective, part of its commercial transformation strategy, the Spain-based multinational gambling operator will leverage Salesfroce’s ‘Marketing Cloud’ module.

The ‘Marketing Cloud’ module functions as a mulit-channel CRM solution for stronger KYC, with Codere stating that the tool ‘multiplies the company’s marketing capabilities’.

Initial launch of the project has taken place in Mexico, where Codere maintains a strong presence as part of its wider Latin American operations across multiple countries.

Leonardo Desentis, Marketing Director of Codere LatAm, said: “We are excited to continue strengthening the relationship with our customers. With Salesforce, we take another step in the quality of our service, incorporating tools to get to know our customers better, optimise our relationship and adapt to their demands. 

“We will thus be able to improve the results of our Marketing initiatives, taking advantage of the benefits provided by the use of technology, with a combined management of digital and physical channels.”

Codere aims to significantly improve its customer management activities via its latest partnership, having enacted plans to further rollout Salesforce’s solution following the initial phase one launch in Mexico. 

The group states that the project will be extended ‘in terms of functionality, capabilities and geographies to its global reach, in pursuit of an overall improvement to its customer experience.

The development follows positive trading results for Codere after a restructuring of its business which saw its web-based divisions separate to form Codere Online, which subsequently became the first Latin America-focused betting and gaming firm to register on the NYSE.

Codere’s Q2 finances showed corporate revenues of €317m, with headline results mirroring an 8% increase against 2021 results, whilst also demonstrating a recovery against COVID-19 difficulties. 

Like many other firms, Codere was hit hard by the pandemic, but its Q2 earnings call showed that revenues are now standing at 91% of pre-outbreak levels.