Royal Canin elevates personalized pet care in China - Salesforce on Alibaba Cloud Customer Story

China’s pet economy is booming—and so are the expectations of today’s digital-native pet owners. Royal Canin leverages Salesforce on Alibaba Cloud to power an integrated, localized, and scalable Customer Care Platform that delivers warm, consistent, and efficient services across every touchpoint.

Royal Canin®, part of Mars' PetCare division, is a global leader in pet health and nutrition, dedicated to “Creating a Better World for Pets™. Royal Canin developed specialized formulas to meet different nutritional needs through scientific research. As of 2025, Royal Canin has developed more than 750 precise nutritional formulas, with more than 350 nutritional combinations sold in mainland China.

The evolving consumer habits and rising expectations present a critical opportunity for Royal Canin: to go beyond product delivery and offer elevated service—providing warm, consistent, and insight-driven care wherever customers need it. To accelerate growth, Royal Canin China built a high-performance, AI-ready Customer Care Platform powered by Salesforce on Alibaba Cloud. Using Salesforce Service Cloud and Connected Experiences Gateway (CXG), Royal Canin can seamlessly integrate with the Chinese digital ecosystem, such as WeChat, Mini-Programs, hotline, email, enabling a unified, 360-degree view of each pet owner to understand their unique needs for their pets. Leveraging this comprehensive data, Royal Canin can generate instant insights and turn into personalized communications and recommendations. Customer care team now delivers faster, more relevant, and highly personalized experiences across local channels, dramatically improving service quality, response speed, and customer satisfaction.

“Since deploying Salesforce Service Cloud, Global Customer Care has seen a 21% increase in Net Promoter Score and a 16% increase in customer satisfaction ... We will continue to rely on Salesforce Service Cloud to drive the integration of technology and human services to proactively reach our pet owners and continue to create a superior customer experience.”
— Jenny Qiu, Global Client Care Lead, Royal Canin

Now Royal Canin uses Salesforce in China and globally, extending the global consumer know-how, maintaining consistency with global governance standards, and at the same time adapting to local market needs, all in service to create a better world for pets.