Miramar Group, a leading Hong Kong-based hospitality and travel conglomerate, is pioneering a shift towards a more integrated and personalized customer experience. At the heart of this transformation is the deployment of SAP Emarsys Smart Insight, a move that signifies the group’s commitment to leveraging cutting-edge technology to refine its customer engagement processes across its diverse business units.
SAP, a global leader in enterprise software, has long been at the forefront of business technology solutions. Its acquisition of Emarsys, an omnichannel customer engagement platform, marked a significant enhancement in its ability to offer advanced marketing automation, real-time personalization, and sophisticated campaign management. Emarsys’s Smart Insight module stands out as a revolutionary tool in customer intelligence, designed to automate retention marketing and maximize revenue from customer interactions.
Integrating Diverse Operations with SAP Emarsys
The Miramar Group, headquartered in Hong Kong, is a conglomerate with an expansive portfolio, including hotels, serviced apartments, property rentals, restaurants, and travel services across Hong Kong and mainland China. The complexity and diversity of its operations presented unique challenges in managing customer data and delivering a cohesive experience across all touchpoints. The Group’s decision to adopt SAP Emarsys was driven by a need to unify multiple IT systems and enhance data analysis capabilities, thereby creating a more structured and efficient approach to customer data management.
Mabel Ho, Senior Marketing Manager at Miramar Group, emphasizes the importance of a comprehensive understanding of customers as the foundation of their customer experience operations. The implementation of SAP Emarsys has equipped the Group with the tools necessary to analyze customer data effectively, allowing for more personalized communication and tailored product offerings. This approach reflects a broader trend in the industry, where personalization is increasingly data-driven.
Esmond Tong, Managing Director of SAP Hong Kong, underscores this shift, highlighting the necessity for global brands to engage customers on their own terms. By utilizing SAP Emarsys, companies like Miramar Group are not only enhancing customer engagement across all channels but also ensuring positive experiences that resonate with the modern consumer.
Leveraging Emarsys Smart Insight for In-depth Customer Understanding
Looking ahead, Miramar Group plans to fully leverage the capabilities of SAP Emarsys’s Smart Insight. This module’s AI modeling and machine learning capabilities are crucial for developing an in-depth understanding of the customer lifecycle. The solution enables the Group to categorize customers into distinct groups – such as lead, first-time buyer, active customer, defecting customer, and inactive customer – facilitating highly personalized content delivery. This strategy represents a significant leap in the Group’s ability to not only understand but also anticipate customer needs and preferences.
The adoption of SAP Emarsys Smart Insight by Miramar Group is more than just an upgrade in technology; it signifies a paradigm shift in how customer data is utilized to enhance customer experiences. As more companies in Hong Kong and globally recognize the value of data-driven strategies in customer engagement, tools like SAP Emarsys will become indispensable in achieving business success.
Miramar Group’s integration of SAP Emarsys Smart Insight marks a significant milestone in the digital transformation journey of Hong Kong’s business sector. It exemplifies how innovative technology can be harnessed to create more meaningful and personalized customer experiences, setting a benchmark for other companies aiming to thrive in the digital age.
