Unifying Guest Profiles to Personalize Stays and Boost Revenue
In today’s hospitality industry, delivering personalized experiences is crucial for customer loyalty and competitive differentiation. Wyndham Hotels & Resorts, the world’s largest hotel franchising company with over 25 brands and 9,200 locations, recognized the need to modernize its data infrastructure to enhance guest services. By implementing Salesforce Data Cloud, Wyndham successfully unified guest profiles, optimized booking experiences, and improved customer satisfaction.
The Challenge: Fragmented Data Hindering Personalization
Before this transformation, Wyndham's guest data was scattered across multiple systems, including Amazon Redshift and Sabre for reservations, Tally for loyalty programs, and Sales Cloud, Marketing Cloud, and Service Cloud for CRM functions. This fragmentation made it difficult for service agents to quickly access complete and accurate guest profiles, leading to inefficiencies and missed personalization opportunities. Additionally, duplicate records further complicated effective data management.
The Solution: Integrating and Unifying Data with Salesforce
To tackle these challenges, Wyndham adopted Salesforce Data Cloud, integrating its reservation and loyalty systems through MuleSoft. This seamless data flow into Data Cloud enabled the creation of unified profiles for over 165 million guest records. With this consolidated view, service agents can now personalize interactions based on guests' stay history and loyalty status, enhancing booking experiences and strengthening direct relationships with customers. Additionally, the integration with Tally allows agents to enroll guests into the Wyndham Rewards program directly within Salesforce.
The Results: Increased Efficiency and Customer Satisfaction
The implementation of Salesforce Data Cloud has delivered significant benefits for Wyndham:
Reduced Service Time: With immediate access to unified guest profiles, agents have reduced average handling time by 90 seconds, streamlining the booking process and improving customer experience.
Enhanced Personalization: A complete guest view enables customized offers and proactive service, increasing customer engagement and loyalty.
Improved Operational Efficiency: The elimination of duplicate records and better data integration has led to smoother operations across various departments.
By leveraging Salesforce Data Cloud, Wyndham has successfully transformed its guest experience, reinforcing its commitment to customer-centric innovation in the hospitality industry.
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