Technology with a Purpose: Inetum and Fundación “la Caixa” Transform Social Communication with Salesforce CRM

From the very beginning, Inetum supported the Foundation in this project, which promotes a comprehensive view of its audiences. Working closely with the team, we designed the strategy to be followed, and Inetum implemented a unified Salesforce ecosystem that helped transform the way the Foundation communicates with its audiences. The solution included Sales Cloud and Service Cloud to centralize data and cases, offering more efficient management and a complete view of each applicant; Marketing Cloud to orchestrate personalized campaigns and journeys; Community Cloud to optimize internal communication and collaboration between teams; and custom developments on Heroku along with integrations with corporate systems, ensuring security, data governance, and end-to-end efficiency.

Beyond the technology, Inetum contributed expertise in complex, multi-program ecosystems, applying agile methodologies to ensure flexibility and speed in delivering value. The project was developed with a long-term partnership approach, covering not only the initial implementation but also ongoing maintenance and corrective updates, ensuring continuous adaptation to the Foundation’s needs.

As Estefanía Cortés, Customer Experience Manager at Fundación “la Caixa”, notes: ‘The biggest challenge was not just technical, but cultural change. Having a partner like Inetum, which translates complexity into understandable solutions, has been fundamental.’