Resorts World Genting takes customer experience digital to attract millions more visitors

Nestled in the hilltops of the Genting Highlands of Malaysia, Resorts World Genting offers an entertainment experience like no other. Visitors can start their trip a with a scenic gondola ride up the mountain to enjoy a multitude of world-class shops and restaurants. They may then head to a show or casino before retiring to one of Resorts World Genting’s many luxury hotels. There are a range of attractions for visitors to enjoy during their stay, from nature trekking through to leisure time at the spa.

Nicco Joselito Lopez Tan, VP Relationship Marketing and Social Media at Resorts World Genting said the company was reinventing itself to provide visitors of all ages with experiences they’ll never forget. “Transforming digitally with technologies like Salesforce is critical to our success. We’re making it easier for customers to engage with us and providing experiences that keep them coming back.”

Today, Resorts World Genting is creating new attractions in a bid to attract 30 million visitors a year by 2020 – up from 20 million today. This includes more events tailored to kids and teenagers and a 20th Century Fox World inspired theme park set to open soon.

This company is also enhancing current attractions and providing opportunities for visitors to share their experiences.

“We want more and more people to be engaging with our brand online and, in the future, be able to connect that online and offline experience. We want to see what visitors are posting to social or how they’re interacting with our app and tailor our communication in real-time,” said Tan.

The company is on its way to achieving this vision after supercharging online engagement with Social Studio. It’s now listening to what people say about its brand online and using those insights to drive more meaningful interactions. It’s also building campaigns and content that tap into already popular hashtags.

All these activities combined with a new friendly tone, has boosted organic online engagement. Posts which may have been viewed 100 times before are now reaching more than 100,000 users.

Resorts World Genting attracts visitors throughout the region and internationally, as well as day trippers from Kuala Lumpur and nearby towns. The challenge of creating offers and experiences that appealed to both led the company to Salesforce. It wanted to personalise offers and send them out faster, giving customers more time to plan their next trip.

A Trailblazer in customer engagement, Tan set to work to get a deeper understanding of the company’s customers. His team was able to identify several customer segments and start tracking how each responded to different marketing media. With Salesforce Marketing Cloud, they were able to build on those insights and automate delivery of the right messages to the right people at the right time.

The uptake of marketing offers has doubled year-on-year and with the marketing automation offered by Salesforce, productivity is soaring. Rather than working overtime to get new campaigns out the door, the team has time to build and improve the customer journey.

The resulting growth in active members and engagement has helped everyone within the company embrace the move towards digital.

“We are putting digital at the heart of who we are and with technologies like Salesforce, Resorts World Genting is helping customers create lasting memories,” said Tan.