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Cathay Pacific looks to accelerate digital shift with Salesforce marketing deal

Cathay Pacific has turned to CRM specialist Salesforce to work on its digital transformation after the airline acknowledged its need to prepare for the “customer of the future”.

Salesforce will look to “accelerate” that transformation in addition to identifying new revenue streams and improving the customer experience.

The expansion into areas of marketing extends en existing relationship Cathay has with Salesforce. It already works with the airline on sales and service.

The addition of the Salesforce Marketing Cloud will, the airline said, “unify sales, service and marketing, and deliver connected, personalised customer experiences across any channel, including email, social, digital advertising and more”.

“The airline and travel industry is being disrupted, and we need to be ready for the customer of the future—the digital natives and those with a digitally-savvy mindset and accompanying expectations,” said chief customer and commercial officer Paul Loo.

“Expanding our relationship with Salesforce was a very easy decision to make. By adding Marketing Cloud, we enrich the understanding of our customers through enhanced engagement across channels and devices,”

Cathay Pacific will focus on three key areas: acquiring new customers, personalising all touch-points along the traveller’s journey and getting a “complete 360-degree view of the members of its Marco Polo loyalty programme”.

“Customers today expect seamless and hyper-personalised experiences and their expectations are higher than ever,” Salesforce general manager and executive vice president Mark Innes said. “To stay competitive, airlines need to be able to leverage technology to meet and exceed these expectations.”

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