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Salesforce Taps Into NFTs Through Suite of New Web3 Products

Ajay Suresh

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Customer relationship management (CRM) platform Salesforce said Wednesday it’s expanding its client services to include management of non-fungible token (NFT) loyalty programs.

According to its website, its suite of products that make up Salesforce Web3 will help companies build, manage and integrate NFTs into their businesses. The new platform will also include support for Web3 technologies through its customer service product Customer360.

In addition, Salesforce Web3 is rolling out Web3 Connect, an API integration that provides insight into the customer experience across Web2 and Web3 as they tap into these new technologies. Salesforce is also releasing NFT Management, a platform that allows companies to create and monitor the success of their NFT collections and blockchain data through the Salesforce interface.

Adam Caplan, Salesforce’s senior vice president of emerging technology, said in a Salesforce blog post the company is enthusiastic about embracing Web3 and the capabilities it offers businesses to build communities and propel digital ownership.

“We’ve seen a lot of interest from customers who want to understand and tap into this new world of Web3 and NFTs,” said Caplan in a blog post. “Unique digital assets like NFTs present new avenues for brands to tap into first-party data to build digital communities, create digital twins, and drive loyalty programs.”

Salesforce says it began testing Web3 technologies last year and successfully executed 275,000 transactions while in its beta phase. Companies such as whiskey manufacturer Crown Royal, toy distributor Mattel and fashion company Scotch and Soda all tested Salesforce’s technology with their own Web3 technologies.

“Salesforce Web3 enhances our NFT collections to help us connect with customers and bring our Web2 and Web3 systems together,” said Sven Gerjets, executive vice president and chief technology officer at Mattel, in a blog post.

Salesforce CEO Marc Benioff initially teased plans for integrating bockchain technologies in 2018. A year later, the company revealed its plans to integrate its own native blockchain into its CRM. More recently, Salesforce teamed up with Time magazine and Mastercard to release an NFT collection for the city of Miami, in collaboration with its mayor, Francis Suarez.