Greater integration and consolidation of its technology applications, plus automation and personalisation, has helped Heathrow boost digital revenue by 30% since 2019
Salesforce, the global leader in CRM, today announced that Heathrow Airport, the UK’s largest airport and second in the world for international travel, is leveraging Salesforce technology to transform customer experiences and drive revenue with AI, data, and CRM.
Increasing customer satisfaction with data-driven, seamless experiences
Previously, having 14 websites and 45 backend systems made it a challenge for Heathrow to keep pace with shifts in passenger behaviors. Today, with Salesforce Customer 360, the airport brings everything from shopping, parking, support services, and customer communications onto the same platform.
“At Heathrow, we welcome up to 250,000 passengers each day. The scale of the airport and the services provided, from transport and parking to retail and security, means that having a single source of truth across the organisation is essential, particularly as customers are demanding more from their digital experiences. Salesforce makes this possible,” explained Peter Burns, Director Marketing & Digital at Heathrow.
The scale of the airport and the services provided, from transport and parking to retail and security, means that having a single source of truth across the organisation is essential, particularly as customers are demanding more from their digital experiences. Salesforce makes this possiblePeter Burns, Director Marketing & Digital at Heathrow
With Salesforce Data Cloud, Heathrow can also capture passenger interactions from multiple channels and share this data in real time with relevant teams. By connecting customer service, marketing, and ecommerce interactions, Heathrow can anticipate individual passengers’ needs before their next visit to the airport.
With Marketing Cloud, and by connecting over 30 different data sources, the airport can understand and segment its customers better and send targeted communications at key points before, during, and after their journey. From last-minute holiday purchase recommendations to passenger lounge options, Heathrow has experienced a 49% open rate for personalised customer emails, and an increase in average transaction value and spend per visit for customers.
“From ensuring passengers can access the right airport services at the right time, to running all customer communications on the one platform, we’re helping our teams make every journey and shopping experience better through greater digitalisation and personalisation,” continued Burns.
Boosting efficiency and revenue with better service and personalisation
With Service Cloud, the airport is empowering its customers and Heathrow service teams to answer queries faster and smarter. Einstein chatbots, for example, have helped improve customer service efficiency and quality, significantly reduce call volumes, and free up agent time. On average, 4,000 queries are answered by chatbots each month.
In the second quarter of this financial year, Heathrow signed a two-year Service Cloud deal to implement Einstein. Einstein will aid Heathrow’s contact center agents by writing service replies and completing wrap-up codes.
As well as transforming its own digital services, Heathrow is enabling the airport’s many retail and catering brands to connect with customers in new ways. Launched with Commerce Cloud, Heathrow’s Retail Reserve & Collect service, for instance, provides passengers the ability to make purchases online before they reach the airport.
Salesforce partner Capgemini led Heathrow’s integration of Service Cloud, Marketing Cloud, and Commerce Cloud. By integrating its ecommerce platform with customer service and marketing tools, Heathrow can update passengers on their shopping orders, process online quotes, and handle purchases for its parking services.
“Heathrow is a crucial connection between the UK and the rest of the world. Bringing together all of its airport and retail partner’s services and customer communications on one platform speaks volumes of the enormous business and economic opportunities of combining AI, data, and CRM,” said Zahra Bahrololoumi, CEO, Salesforce UKI.
Bringing together all of its airport and retail partner’s services and customer communications on one platform speaks volumes of the enormous business and economic opportunities of combining AI, data, and CRMZahra Bahrololoumi, CEO, Salesforce UKI
“Delivering data-driven insights, plus seamless and personalised customer experiences at scale, all whilst simplifying its technology is setting Heathrow up for greater success, and building greater agility and security across its organisation,” added Bahrololoumi.