Hong Kong’s Miramar Group is working to consolidate customer data from diverse business units and leverage segmented data to enhance customer experience.
Miramar Group is involved in businesses including hotels, serviced apartments, property rentals, restaurants, and travel services in Hong Kong and mainland China.
The group is unifying IT systems and enhancing data analysis capabilities for digital transformation.
It is using SAP Emarsys - a cloud-based marketing platform for this.
Miramar Group’s senior marketing manager, Mabel Ho, said a comprehensive and detailed understanding of customers underlies the foundation of customer experience operations and contributes to business success. Personalisation is essentially a data-driven process.
By taking steps to understand customers, the group can deliver tailor-made messages and provide the right product offerings, said Ho.
SAP Emarsys equips the group with a data-driven landscape to enhance connections with customers through emails for better customer experience, she added.
Miramar Group plans to leverage SAP Emarsys's Smart Insights to utilise inherent AI modelling and machine learning, to develop an understanding of the customer lifecycle.
The solution will help the Group to define customers into five distinct groups - lead, first-time buyer, active customer, defecting customer and inactive customer.
According to the group, this will help deliver personalised content to the customer.
