Miramar Group, one of the largest Hong Kong-based hospitality, shopping and travel conglomerates, is leveraging SAP Emarsys to elevate its customer experience operations by harmonizing customer data from diverse business units.
Headquartered in Hong Kong, Miramar Group is a diversified service-oriented conglomerate with an array of businesses including hotels, serviced apartments, property rental, restaurants, as well as travel services in Hong Kong and mainland China.
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To support its multi-faceted operations, the Group has embarked on a company-wide digital transformation by unifying multiple IT systems and enhancing data analysis capabilities with more structured data. With SAP Emarsys, the Group integrates customer data from various business units and leverages segmented data to streamline different stages in the customer journey, such as reservations and online shopping.
Mabel Ho, Senior Marketing Manager, Digital Marketing, Miramar Group noted, “A comprehensive and detailed understanding of our customers underlies the foundation of our customer experience operations and in many ways contributes to our business success. Personalization is essentially data-driven. By taking steps to better understand our customers, we can deliver tailor-made messages and the right product offerings. SAP Emarsys equips us with a data-driven landscape to enhance connections with customers through emails, paving the way towards a more enriching customer experience.”
Esmond Tong, Managing Director of SAP Hong Kong, said, “In response to the fast-paced changes in the marketplace, global brands are engaging customers on their own terms – supporting their journey and ensuring a positive experience. By leveraging SAP Emarsys, the Miramar Group and other future-proven companies are building up customer engagement across all channels and ensuring excellent experiences.”
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Going forward, Miramar Group plans to leverage SAP Emarsys’s Smart Insights, utilizing its inherent AI modelling and machine learning, to develop an in-depth understanding of the customer lifecycle. The solution will facilitate the Group to define customers into five distinct groups (lead, first-time buyer, active customer, defecting customer and inactive customer) so that the Group can deliver highly personalized content to the customer accordingly.
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