Reka: New 360-degree perspective on customers
Merkle creates a comprehensive 360-degree CRM for the tourism company.
At a glance
- 01The challengeOne organisation, two systems
- 02Our approachHolistic view of the customer
- 03The resultExcellent user experience
Sector
- Tourism
Disciplines
- Strategy & Consulting
- Concept
- User Experience & Design
- Technical implementation
- Content creation
Year
- 2020
Tech Stack
- Salesforce Service Cloud
- Salesforce Marketing Cloud
Services
- CRM & Customer Loyalty
- Data Sciences
- Digital Strategy
The challenge
Reka is the largest social tourism organisation in Switzerland. Since 1939, the cooperative has been pursuing the goal of providing affordable holidays for as many Swiss people as possible.
The business is divided into two fields:
- Reka-Ferien operates its own holiday villages, two resorts, a hotel and holiday flats.
- Reka money has established its own discounted means of payment for public transport, petrol, restaurants, cultural events and mountain railways, etc.
Previously, Reka managed the customer data of both business divisions separately. This means that the non-profit organisation lacked efficient processes and a holistic perspective on its customers.
Our approach
Customer perspective
Salesforce
Hybrid project approach
Marketing Automation
360-degree customer perspective thanks to new CRM
One company – one CRM
For a comprehensive 360-degree view of its customers and for internal process optimisation, Reka needs a system that has all data centrally under control.
Together with Reka, we decide to use Salesforce CRM: Reka money already uses Salesforce for its own users. This means that the CRM can be transferred to both business sectors easily, quickly and cost-effectively. The linked marketing system also allows Reka to contact its users directly and automatically via marketing automation.
Change of perspective in the Preference Center
Until now Reka's marketing has focused on its own products and services. Our concern is therefore a change of perspective: in the future, customers should be the focus of all activities.
To do so, Reka first gets to know more about its users with the Salesforce CRM. In the so-called preference centre, users can indicate their preferences regarding leisure and holidays – for example, where they would like to stay and whether they prefer to be active or relax. Based on this data, users receive newsletters that are perfectly personalised for them.
The result
The new CRM system gives Reka a 360-degree view of its own customers. They benefit from content that is precisely tailored to their needs. Users enter their interests in the Preference Center – and then receive the content relevant to them in the newsletter.
Future plans include practical reminders shortly before using up your own Reka money and discounts for recommending Reka holidays after you return home. In this way, customers will benefit from perfectly personalised communication during the appropriate phase of the customer journey.
In addition, the Swiss company will benefit from lower costs and lower operating expenses thanks to process optimisation.
