Case Study: GE achieves real‑time collaboration and connected‑product innovation with Salesforce

Collaboration Helps GE Aviation Bring Its Best Inventions to Life

GE Aviation, a division of General Electric, needed to build closer connections with customers, modernize its brand image, and make both its teams and products more socially connected. The challenge was to move beyond static customer data and slow, siloed processes to get real-time feedback and faster collaboration across sales, marketing, and service teams.

GE adopted Salesforce to centralize customer information and deployed Chatter for instant document sharing and team collaboration, while using social channels (Facebook, Instagram, Twitter) to engage customers and gather feedback. The changes cut response and decision times from weeks to minutes, provided continuous real‑time customer insights and innovation ideas, and enabled connected products like the GEnx engine to stream service data—helping reduce maintenance costs, extend engine life, and make the brand more approachable.

GE

Beth Comstock

CMO, GE