RCI Rolls Out New Communications Platform for Customer Emails

  • RCI
  • 05.09.16
RCI, part of the Wyndham Worldwide family of brands, announced that the company has worked with ListEngage to roll out an innovative new communications platform for its customer transactional emails leveraging the Salesforce Marketing Cloud.

The two companies feel that this represents a major advance by RCI for the industry.

The travel and hospitality (T&H) industry understands the importance of customer satisfaction and keeping customers informed in real time, but traditional modes of communication can cause branding confusion, fragmented customer experiences and missed marketing opportunities. Antiquated software and systems have also made it more difficult and time consuming for staff to update with the information customers need.

As one of the largest timeshare exchange networks in the world, RCI sends millions of transaction-based emails to its members every year and realized the need to transition to Salesforce Marketing Cloud to provide customers with more relevant experiences. In the past, it would take hours for members to receive notifications. Now, they receive them within minutes of completing a transaction. The new platform enables consistent branding, more personalized messages and allows RCI to make use of multiple touch points that reinforce the RCI brand.

To solve this challenge, RCI brought in Salesforce partner ListEngage to develop a dynamic, mobile-responsive email program that would allow RCI to connect with its members from 4,300 resorts, more than 100 countries and in 19 different languages. The new automated solution is expected to generate significant ROI, save RCI a substantial amount of money and increase sales through cross-selling products in a way they couldn't previously do.

Email and mobile messaging can be extremely useful, cost-effective tools for T&H initiatives, such as nurturing new customers, remarketing, responding to reservations abandonment, safety and travel alerts, and promoting room nights. The industry has traditionally struggled with effectively using the data they collect and providing personalized customer experiences in a multi-channel environment. With new business models emerging from non-traditional competitors (such as Uber and Airbnb), traditional T&H companies need to seek every advantage to maintain a competitive edge. Companies who embrace a comprehensive digital marketing strategy will have an advantage over competitors who don't.

The new solution implemented by ListEngage for RCI makes it possible to:
  • Embrace the new sharing economy.
  • Understand customers' needs and desires.
  • Create optimal, personalized customer journeys.
  • Capture data and automate processes in real time.
  • Utilize mobile technology and social media.
  • Use predictive intelligence to target the right prospects.

"In RCI's case, we developed a fully scalable, single, mobile-responsive 'uber' email template that provided solutions to all of their transaction-based email needs by utilizing dynamic content blocks, custom scripts and automation," said Altaf Shaikh, founder and CEO of ListEngage. "Due to this innovative, highly scalable solution, a once labor-intensive job has become much more manageable."

The RCI solution has become a platform that can be expanded for future member notifications and one that can be managed with very few (if any) technical resources.

"It is the bringing together of all these elements that makes the solution from the Salesforce Marketing Cloud/ListEngage/RCI side so impressive," said Paul Moody, RCI's head of marketing optimization and execution for RCI, Europe and Middle East. "I have worked with countless tech and development teams over the years, but it has been an absolute pleasure working with ListEngage on our latest Salesforce Marketing Cloud project. Their responsiveness and ability to deliver innovative yet robust solutions to a seemingly endless set of business requirements and challenges has been highly impressive. Not only would I recommend them, I look forward to working with them on further complex projects in the future."

"Today, in this age of the customer, companies that focus on customer success have the best chance of thriving in a connected world," said Eric Stahl, senior vice president, product marketing, Salesforce. "RCI is leveraging ListEngage on Salesforce to transform their business."

Salesforce and others are among the trademarks of salesforce.com, inc.

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