Lynette Rambo | May 9, 2016
Salesforce partner ListEngage helps RCI merge 28 member notifications into one dynamically-built email that serves 26 different brands in 19 languages – leveraging the Salesforce Marketing Cloud
Boston, May 9, 2016 – RCI, part of the Wyndham Worldwide family of brands, announced today 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 the largest timeshare exchange network 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:
Altaf Shaikh, founder & CEO of ListEngage, said, “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. 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 & 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.”
RCI is the worldwide leader in vacation exchange with approximately 4,300 affiliated resorts in more than 100 countries. RCI pioneered the concept of vacation exchange in 1974, offering members increased flexibility and versatility with their vacation ownership experience. Today, through the RCI Weeks® program, the week-for-week exchange system, and the RCI Points® program, the industry’s first global points-based exchange system, RCI provides flexible vacation options to its 3.8 million RCI subscribing members each year. RCI’s luxury exchange program, The Registry Collection® program, is the world’s largest program of its kind with approximately 200 affiliated properties either accessible for exchange or under development on six continents. RCI is part of Wyndham Destination Network and the Wyndham Worldwide family of brands (NYSE: WYN). For additional information, visit our media center. RCI can also be found on Facebook, YouTube and Twitter.
Lynette Rambo is a Salesforce Certified Marketing Cloud Consultant, Administrator, Email Specialist, and Trainer. She has worked in marketing and communications for more than 20 years and with Salesforce Marketing Cloud since 2012. As a Marketing Consultant and Trainer for ListEngage, Lynette helps clients learn Marketing Cloud functionality, email marketing best practices, and effective campaign management. She also works with the Salesforce CRM and connecting Sales and Marketing initiatives. You can contact Lynette at email@example.com.