Rock Pioneers Metallica Forge a Differentiated Fan Experience with Salesforce

Rock Pioneers Metallica Forge a Differentiated Fan Experience with Salesforce

Nothing Else Matters when you Fuel your customer engagement with Salesforce, the One platform needed to provide the best experience for your customers. See how Metallica Rides the Lightning (Salesforce Lightning) and uses the Salesforce platform to connect with fans. Wherever They May Roam, they will always be connected to their fans.

When I first heard that Metallica was going to be playing the annual Dreamfest concert at the 2018 Dreamforce conference, I was very excited. I was even more excited when Metallica came out during the key note pre-show and demonstrated how they too leverage the Salesforce platform to connect with their fanbase.

Metallica is one of the most iconic rock bands, selling more than 120 million albums for over 37 years. Not only are they a trailblazer in the music industry, but they are also Salesforce Trailblazers. According to Lars Ulrich (drummer and co-founder of Metallica) at the key note, they have always been focused on providing a positive customer experience—he mentioned how he used to personally respond to fan letters as they were starting out. For Metallica, fan experience is #1, and as the band grows over 37 years to over 60 million followers across major social media sites, they need a platform that is dedicated to providing the best possible experiences.

“Music to me is about connecting people and sharing experiences together,” said  Ulrich. “We see technology as a way to bridge the divide between us and our fans and bring them closer. That’s why we’re excited to be working with Salesforce to create new next level fan experiences — it’s going to be way cool!”

Metallica uses Salesforce as a way to improve fan experiences, increase fan engagement, and get a 360 view of their customers. They are doing this primarily through Salesforce core products such as Marketing Cloud, Commerce Cloud, and Social Studio. All emails are sent through Salesforce Marketing Cloud, their new website is powered by Commerce Cloud, and all social media is done through Social Studio. Through the use of these awesome Salesforce tools, Metallica will be able to deepen the relationship with their metal militia, making it easier for fans to buy merchandise and enabling the band to leverage an AI powered tool to provide a personalized customer experience. CRM systems aren’t the first thing we think of when we consider the rock and roll lifestyle, but Metallica’s experience with Salesforce shows that a differentiated customer experience is valuable no matter what business you are in.

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