Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Southeast Asia
No posts found

On Sentosa Development Corporation’s quest to tap CRM solutions for exceptional, impactful customer relationships

by Teddy Cambosa

-

January 14, 2025

On Sentosa Development Corporation’s quest to tap CRM solutions for exceptional, impactful customer relationships

Building strong, lasting relationships with customers is at the heart of every successful brand. Think about it: people are more likely to stick with and recommend a brand that feels like a trusted friend rather than just another company. 

These connections go beyond transactions—they’re about creating experiences, showing genuine care, and adding value to their lives. When brands invest in fostering these bonds, customers don’t just buy once; they come back, they advocate, and they build a sense of loyalty that’s hard to break.

When it comes to building brand loyalty, Sentosa Development Corporation (SDC) strives to deliver exceptional customer experiences while fostering meaningful, lasting connections with its island guests to meet their ever-evolving needs.

To bring this vision to life, SDC launched a robust suite of CRM capabilities powered by Salesforce’s Sales, Service, and Marketing Cloud platforms. Leveraging the solution’s ability to provide a comprehensive 360-degree view of customers and enable personalized interactions at scale, SDC’s CRM implementation was recognized as the Country Winner at IDC’s Enterprise Intelligence Awards. Additionally, it earned a Silver Award at the recently concluded Marketing Technology Awards 2024.

We recently spoke with Ivan Teo, director, digital marketing, Sentosa Development Corporation (SDC), to gain insights into the execution of SDC’s CRM project. He shared details about SDC’s plans to enhance customer relationships and gain a deeper understanding of guest behaviour, which will play a pivotal role in shaping the organization’s future strategies.

Revolutionising data for enhanced guest experiences

SDC’s launch of its CRM program aims to transform the way SDC delivers exceptional guest experiences and foster deeper relationships with its visitors, through the enhancement of backend platforms, operation processes and guest engagement.

“These insights underscored the need for an integrated system to unify data and drive strategic, data-driven decisions. The CRM initiative was designed to align with the ‘One Sentosa Service Experience’ by enhancing data analytics, streamlining operations, and personalising interactions, ensuring SDC meets the evolving needs of its guests,” he stated.

Ivan highlighted that the CRM project presents a valuable opportunity for SDC to future-proof its operations through digital transformation. This initiative is particularly significant as it allows Sentosa to address evolving needs and expectations of its guests. By implementing this solution, SDC is positioning itself to better understand and respond to changing visitor preferences, ensuring that it remains relevant and competitive in the years ahead.

“With the tourism landscape constantly evolving, the initiative was positioned as a vital investment to ensure Sentosa remained a leader in guest satisfaction and loyalty. The project’s focus on scalability, such as extensible APIs and integration capabilities, enables SDC to adapt quickly to new opportunities and maintain its competitive edge,” he added.

Consolidating guest profiles in a unified platform

SDC’s 360-Degree Customer View unites guest data from diverse sources like loyalty programs and admission systems, which transforms scattered insights into a clear, actionable plan. 

“By integrating disparate data sources, such as admission systems and loyalty programs, the CRM provides a holistic understanding of each guest. This enables SDC to deliver tailored experiences, such as personalised offers, relevant content, and timely service responses,” Ivan said.

In their real-life application of the solution, SDC’s loyalty marketing team leveraged this comprehensive view of their guest data to increase member activity rates through targeted engagement strategies, while its digital marketing team used it to enhance website journey personalisation, resulting in better click-through rates and engagement.

This deeper understanding of guest behaviours also helps SDC anticipate future needs, ensuring it stays proactive rather than reactive.

“For example, by analysing engagement patterns, SDC can better design promotions and services to delight guests and improve guest satisfaction. This data-driven approach aims to foster meaningful relationships with visitors, making their experience on Sentosa memorable and distinctive,” he said.

Automation is key to independently-designed customer journeys

Another significant reason why SDC’s 360-Degree Customer View is integral to its operations is how its marketing automation feature allowed its teams to independently design customer journeys and campaigns, reducing costs and reliance on external vendors. 

Moreover, automation features also helped streamline case management, where guest inquiries via web forms are now converted directly into cases, saving valuable staff time.

“This allowed teams to focus on enhancing guest interactions rather than administrative tasks. Additionally, automated insights into customer segments and campaign performance helped optimise engagement strategies, ensuring timely, relevant, and impactful communication,” Ivan noted.

As a result, various teams had experience significant efficiency gains. For instance, its guest insights and experience (GIE) Team saved significant hours annually through automated workflows and case resolutions.

“This operational improvement allows staff to concentrate on higher-value activities, such as refining customer journeys and creating innovative engagement strategies, further enhancing the overall guest experience,” he added. 

What makes SDC’s customer journey, omnichannel tools effective?

In terms of improving SDC’s customer journey, Ivan highlighted that its CRM tool is able to aid in the planning of guest interactions across their journey, from planning a visit to post-visit follow-ups. 

For example, integrating with real-time data, like island visit data and purchase patterns, Sentosa was able to design targeted campaigns to increase loyalty and drive purchases. 

“Being able to identify potential pain points and engagement metrics in the guest journey will allow Sentosa to continuously shape experiences that will be meaningful for visitors,” he said.

“By addressing these proactively, SDC hopes to create a more seamless and enjoyable experience for all visitors. This capability not only boosts immediate satisfaction but also strengthens long-term loyalty,” he added.

While the omnichannel experience is a work in progress, Ivan is looking forward to leveraging the CRM solution to unlock consistency in guest experiences across multiple touchpoints, be it web, mobile apps, or in-person interactions. His team is now looking at how to scale up personalised notifications as well as geolocation interactions to further enhance relevance and engagement.

“These initiatives not only improve the overall guest experience but also strengthen brand loyalty by ensuring the interaction with the brand is intentional and meaningful,” he said.

“We hope that by continuously improving our guest experiences, SDC can strengthen its reputation and position as the world’s best-loved leisure and lifestyle resort destination,” he adds.

****

The 360-Degree Customer View from SDC is more than just a tool—it’s a game-changing strategy for creating deeply personalised and impactful guest experiences. By turning data into actionable insights, marketers can engage audiences with precision, anticipate their needs, and build lasting connections that drive loyalty and satisfaction. It’s the key to staying ahead in a competitive landscape like tourism while delivering customer experiences that truly stand out in the longer run.

Related Tags Singapore Salesforce CRM Sentosa Development Corporation Guest experience
Share this article

Related Articles

View All
How Sentosa Development Corporation’s transformed guest experiences with Salesforce CRM
Marketing Partners Southeast Asia
How Sentosa Development Corporation’s transformed guest experiences with Salesforce CRM
January 13, 2025
By MARKETECH APAC
Sentosa launches sensorial wallscape on MRT stations to stimulate commuters’ appetites
Marketing Southeast Asia
Sentosa launches sensorial wallscape on MRT stations to stimulate commuters’ appetites
November 1, 2024
By Fatima Baduria
Top Story: GOVT Singapore on rejuvenating agency vigour with latest Sentosa Dev’t Corporation mandate extension
Marketing Featured APAC
Top Story: GOVT Singapore on rejuvenating agency vigour with latest Sentosa Dev’t Corporation mandate extension
May 8, 2024
By Teddy Cambosa
Sentosa
Marketing APAC
WE Communications appointed as PR and social media agency for four Sentosa Hotels
April 16, 2024
By MARKETECH APAC
Alipay+ enables new e-wallets in SG, expands partnership with Resorts World Sentosa
Platforms Southeast Asia
Alipay+ enables new e-wallets in SG, expands partnership with Resorts World Sentosa
February 5, 2024
By Brandon Yulolo
MARKETECH-PHOTOS
Marketing Southeast Asia
Genting SG approves S$6.8b investment to propel Resorts World Sentosa as premiere tourism destination
November 13, 2023
By Teddy Cambosa
No posts found

Featured Articles

View All
WNHK_Speaker FI (1)
Marketing Featured East Asia
What’s NEXT in Marketing: Hong Kong 2025 conference reveals first wave of esteemed speakers
January 13, 2025
By Aliza Carmona
Meltwater 2024 Report Feature Image
Marketing APAC
Discover how UGC can reshape brand engagement in a saturated digital landscape with this insightful guide
January 7, 2025
By Aliza Carmona
(NEW) WN 2025 PH_Hero Image (2)
Marketing Featured Southeast Asia
MARKETECH APAC continues tradition with ‘What’s NEXT in Marketing’ conference in the Philippines to spotlight emerging trends
December 10, 2024
By Aliza Carmona
Netcore Cloud, Eyden Indonesia, Danone bag grandest accolades in Marketing Technology Awards 2024
Marketing Featured Global
Netcore Cloud, Eyden Indonesia, Danone bag grandest accolades in Marketing Technology Awards 2024
November 28, 2024
By Fatima Baduria
WN 2025 SG_Hero Image 2 (1)
Marketing Featured Southeast Asia
MARKETECH APAC unveils second instalment of ‘What’s NEXT in Marketing’ conference in Singapore, delving into the latest marketing trends
November 11, 2024
By Aliza Carmona
EW Launch Article_Feature Image
Marketing Technology Featured APAC
Empowered Women Awards returns to spotlight women transforming the marketing, tech space
October 22, 2024
By Aliza Carmona
No posts found

Most Recent Articles

paramount wpp media cut off
Paramount drops WPP Media in cost-cutting move linked to Skydance merger
June 4, 2025
Aliza Carmona
No posts found
Vero boosts influencer marketing in PH with new appointment
June 4, 2025
Fatima Baduria
Australian brands struggle to harness martech and data amidst AI disruption
June 4, 2025
Teddy Cambosa
Singaporeans eye more trips in 2025 while battling cost concerns: report
June 4, 2025
Fatima Baduria
Broadsign launches automated in-advance DOOH buying to streamline OOH transactions
June 4, 2025
Aliza Carmona
Bushells returns to its roots in heritage-focused relaunch campaign by Think HQ
June 4, 2025
Teddy Cambosa
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin