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WYNDHAM DESTINATIONS ASIA PACIFIC
238 ised database as a repository , where we ’ ve got prospects , owners , staff and suppliers all stored there .”
The partnership has led to an improvement of “ at least 66 % in overall efficiency ,” where everyone “ can now see the benefits .” Following its success , Wyndham is now undertaking user acceptance testing ( UAT ) for a campaign management engine , which will enable the business to ‘ slice and dice ’ its leads within the database . “ We have roughly nine million leads who we contact , but this will allow us to segment them based on different criteria , which we have also built in Salesforce ,” adds Hawkins .
“ One of our biggest challenges was that our lead database comes from various different sources and often a lead for us may be a phone number and a first name . We then might have another record that is for T . Smith and a different phone number , but then we could have another record for Tom Smith and an email address , with no way to link those people and understand it is the same person . Then a fourth record may come in that links the previous three and we can gain
comprehensive data , which can be manipulated to make it work for us .”
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Hawkins is not only seeking to overhaul Wyndham ’ s service offerings , but onboard new technologies to ensure operational efficiency and gain an edge over the competition . Taking a closer look at its back-end services and IT service desk , robotic process automation ( RPA ) is being explored as a means to boost quality assurance rates , particularly in areas which house
MARCH 2019