Delivering world class customer loyalty.
TLC DigiTech enhances hotel loyalty programs with end-to-end digital experiences using Adobe Experience Cloud.
100,000
New loyalty members acquired for one of the largest hotel companies in the world
Objectives
Deliver consistent, relevant experiences to guests across channels
Scale digital platform to keep up with growing number of loyalty programs and subscribers
Increase revenue for hotel companies by showcasing relevant experiences to subscribers
Results
Gained 100,000 loyalty subscribers
Drove up to 50,000 transactions through a customer and an employee app
Automate campaigns to deliver targeted communication to the right customers
Grow business by offering hotel brands a reliable, scalable digital solution
Customer expectations in the luxury hospitality industry are exceedingly high, with guests wanting personalized attention from the moment they start thinking about making a reservation until after completing the hotel experience and thinking of the next visit. It is a continuous engagement business.
Sudhir Gupta spent a decade working with a top luxury hotel group in India and founded TLC Relationship Management, now TLC DigiTech, 20 years ago in the loyalty space. The company pivoted to using best in class CRM integration and digital solutions to acquire, engage, monetize, and retain customers. This journey of innovation and change started a few years ago.
“What makes our company stand out is that we own IP and tech products on world class platforms and offer a performance-based solution to our clients,” says Gupta. “Our solutions offer customers real-time integration to deliver the promise through a client-side fulfilment mobile app. As a culture we wait until we are 100% ready and then launch any new product, ensuring a bug free solution in the market.”
The company works with leading international and Indian hotel companies managing loyalty programs in India, the Middle East, and Africa. TLC plans to further accelerate its growth with its adoption of Adobe Experience Cloud, including Adobe Experience Manager, Adobe Analytics, Adobe Campaign, and Adobe Target.
“Loyalty programs are about engaging and attracting customers,” says Gupta. “Adobe Experience Cloud helps in creating personalized customer journeys and automated interventions at various nodes of that customer journey.”
“Only Adobe Experience Cloud delivers a full digital experience solution in one integrated stack. By taking advantage of the integrations, we can go deeper into the data and efficiently create relevant customer journeys.”
Sudhir Gupta
Founder & CEO, TLC Relationship Management
Integrated digital experiences with Adobe
TLC recognized that increasingly customers take a digital first view, turning to websites, mobile apps, study reviews, ratings, and more before making a purchase decision. They look for value and experiences and explore deals, so it is important to ensure that communications are targeted, relevant, and well-timed.
To meet customer needs, the company decided to graduate from its homegrown digital tools to an end-to-end digital solution capable of real-time analytics, personalization, and scale. In the quest to find an end-to-end digital solution Adobe Experience Cloud solution were consistently rated high across leading tech research companies like Forrester and Gartner.
“I only initially knew Adobe for Photoshop and Acrobat,” admits Gupta. “But when we met with Adobe, the team really tried to understand our problem statements and find ways to achieve our vision. We saw great potential working with Adobe’s integrated digital experience stack.”
Using Adobe Experience Manager Sites, TLC can design responsive websites for a more compelling design and improved UI experience. With its Salesforce CRM and MuleSoft integration layer, TLC had a solid back end and integration ability across multiple payment gateways, POS systems, and Adobe front-end to seamlessly deliver websites, as well as client-side and customer-facing apps.
Adobe Experience Manager Assets serves as a central hub for digital content used across the websites, mobile apps, and emails. Adobe Campaign uses this content to create automated marketing campaigns that target customers based on their behavior on the loyalty apps and websites focusing of content that interest them. These campaigns may include email or SMS promotions to inactive users or push notifications to app users to alert them to an upcoming event or offer. Integration with TLC’s Salesforce CRM allows the company to gain a single view of customers to make multichannel experiences and messaging more consistent.
“Only Adobe Experience Cloud delivers a full digital experience solution in one integrated stack,” says Gupta. “By taking advantage of the integrations, we can go deeper into the data and efficiently create relevant customer journeys.”
“While each brand is slightly different, with different strategies, goals, and content, we can run all of our brand loyalty programs in one instance of Adobe Experience Manager.”
Sudhir Gupta
Founder & CEO, TLC Relationship Management
Increasing membership with relevant experiences
While some companies would start with quick wins and easy use cases, TLC wanted to make sure it was fully prepared to take on the most complicated loyalty challenges with Adobe Experience Cloud. The company used one of its biggest loyalty programs as its test case.
TLC starts by focusing on customer acquisition, using social media, digital advertising, referrals, and gifts to encourage new customers to sign up for a free loyalty member account. The company also has partners, such as premium customers of large banks, employees of multinational companies, or groups or associations of people. Through an active use of promo codes, the company can offer a curated benefit or a deal-driven benefit to sign up. TLC can uniquely create endless curated offers and put them in the market through promo codes. TLC then uses Adobe Campaign for automated lead nurturing and welcome journeys to move the customers up the value chain.
Adobe Analytics then provides TLC with more information – where members are, what sections of the app they’re looking at, what experiences catch their eyes. This insight allows TLC to enroll members in additional customers journeys in Adobe Campaign that target members’ specific interests. The personalized communications encourage members to explore more deals, make reservations, and eventually become a loyal and paid subscriber. Subscriptions are a part of the TLC revenue model.
This approach has paid off with the successful acquisition of 100,000 new loyalty members and up to 50,000 transactions at hotels driven through the customer-facing and client-side apps. “We’re starting to scale out operations, bringing more brands onto the TLC solutions,” says Gupta. “While each brand is slightly different, with different strategies, goals, and content, we can run all of our brand loyalty programs in one instance of Adobe Experience Manager.”
“With integrated tech products led by Adobe Experience Cloud, we believe we can deliver best in class customer loyalty anywhere in the world.”
Sudhir Gupta
Founder & CEO, TLC Relationship Management
Big growth opportunities worldwide
On Adobe platforms, TLC has live apps and websites including apps on the Google Play Store and App Store including Club Marriott South Asia, Gourmet Club Kenya, and Dlite Plus. Websites on Experience Manager include diningprivilge.com and clubmarriott.in.
“There are many opportunities, and we are careful on what we pursue to ensure our growth and a high level of client satisfaction,” says Gupta. “We are now using our time post COVID-19 to market our capabilities beyond the region. With integrated tech products led by Adobe Experience Cloud, we believe we can deliver best in class customer loyalty anywhere in the world.”
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