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Dec 2017 - IDC Perspective - Doc # AP43277717

Case Study: Resorts World Genting and Personalizing the Customer Journey with Marketing Automation and Big Data

By: Celeste NarvaezProgram Manager, Jessie Danqing CaiSenior Research Manager, Lawrence CheokSenior Research Manager

Abstract

This case study describes how Genting Malaysia Berhad (Resorts World Genting) has begun to embrace digital transformation. To achieve its goal to be the world's leading integrated resort operator, Resorts World Genting has taken its first steps in differentiating itself by personalizing its customers' journeys with the use of social media and marketing automation tools.

In just two years, Resorts World Genting's digital team has evolved from being social media champions to aiming to be an immersive creative digital team for the resort's customers. This rapid pace has driven Resorts World Genting into further experimentation, using data from its connected customer systems to introduce on-property triggers to continue the customer journey. As more disruptions enter the hospitality industry, Resorts World Genting is on the cusp of invigorating the resort experience with innovation accelerators.

"Customer engagement today needs to take a holistic approach, taking all communication channels and touch points into consideration. Doing so enables organizations to develop seamless brand experiences, regardless of which device or channel consumers choose to engage. Beyond technology platforms, organizations also need to break down functional silos and encourage cross-functional collaborations to deliver on their customer experience goals. This calls for the need to establish customer experience leadership roles in organizations," says Lawrence Cheok, senior research manager, IDC Asia/Pacific Digital Commerce and Marketing, DX Practice.

"Consumers nowadays are more digitally connected than ever, indicating that digital marketing practices would become even more effective. Companies usually start to drive vanity metrics, such as reach and traffic, and greater benefit will surface when behavioral and preference data of the targeted customer group can be utilized to drive conversion and revenue — as have evidenced in Resorts World Genting's journey toward improved customer experience. By leveraging advanced analytics capabilities, such as machine learning, data assets of companies will open up many future possibilities, ranging from operation automation to data monetization," says Jessie Danqing Cai, senior research manager, IDC Asia/Pacific Big Data, Analytics, and Cognitive Computing Practice.


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