Hong Kong – Hotel operations and management company Miramar Group has recently tapped SAP Emarsys in order to support the groups’ objective of elevating its customer experience operations by harmonising customer data from diverse business units.
To support its multi-faceted operations, Miramar Group has embarked on a company-wide digital transformation by unifying multiple IT systems and enhancing data analysis capabilities with more structured data.
With SAP Emarsys, the group integrates customer data from various business units and leverages segmented data to streamline different stages in the customer journey, such as reservations and online shopping.
Going forward, Miramar Group plans to leverage SAP Emarsys’s ‘Smart Insights,’ utilising its inherent AI modelling and machine learning, to develop an in-depth understanding of the customer lifecycle. The solution will facilitate the group to define customers into five distinct groups namely lead, first-time buyer, active customer, defecting customer and inactive customer so that the group can deliver highly personalised content to the customer accordingly.
Mabel Ho, senior marketing manager for digital marketing at Miramar Group, said, “A comprehensive and detailed understanding of our customers underlies the foundation of our customer experience operations and in many ways contributes to our business success. Personalization is essentially data-driven.”
She added, “By taking steps to better understand our customers, we can deliver tailor-made messages and the right product offerings. SAP Emarsys equips us with a data-driven landscape to enhance connections with customers through emails, paving the way towards a more enriching customer experience.”
Meanwhile, Esmond Tong, managing director of SAP Hong Kong, commented, “In response to the fast-paced changes in the marketplace, global brands are engaging customers on their own terms – supporting their journey and ensuring a positive experience. By leveraging SAP Emarsys, the Miramar Group and other future-proven companies are building up customer engagement across all channels and ensuring excellent experiences.”
