A French International Airport Relies on VISEO for Salesforce Marketing Cloud Support
A French international airport has chosen the leading marketing omni-channel automation solution, Salesforce Marketing Cloud (SFMC), and put its trust in our certified expert VISEO teams to support it in its CRM Marketing project.
In 2020, the airport launched a biometric-based mobile app designed to enhance passenger journeys before, during, and after travel. The app saves time and offers flexibility, simplicity, and personalized services, revolutionizing the passenger experience.
Enriching the Customer Experience with Omni-Channel Campaigns
To support the app’s launch, the airport’s digital management aimed to enrich and personalize the customer experience. This was achieved through real-time omni-channel campaigns across email, SMS, and mobile push notifications. These campaigns target various passenger journeys, incorporating data from e-commerce, parking, biometric information, and real-time flight updates.
One major challenge was developing comprehensive customer knowledge. The airport utilized Salesforce CRM to create a 360-degree customer view and engaged passengers using Salesforce Marketing Cloud (SFMC).
SFMC Implementation Project
VISEO identified the key challenge of centralizing all passenger data in a secure Salesforce database. This provided the airport with a complete customer view and ensured the CRM/Marketing automation project could scale effectively.
Each stage of the passenger journey was considered while developing the data model, and key users received training in CRM and SFMC solutions.
Salesforce Marketing Cloud Use Case
The SFMC system was implemented across email, SMS, and mobile push channels (via the SFMC SDK in the mobile app). This provided customers with relevant information before, during, and after their flights.
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Before the Flight: Passengers received practical information, such as nearby parking options, geolocation data for finding terminals, and updates on store offerings and lounges within the terminal. CRM segmentation (e.g., business, family) and transactional data (ticket and travel information) were also integrated.
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On Travel Day: The app facilitated quick luggage drop-off, check-in, and biometric data use. It also provided real-time updates on flight status (delays, cancellations) and details about the boarding pass (seat number, onboard services).
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After the Flight: Passengers were greeted with a “Welcome back!” message, information on locating their parked car, and the option to complete a satisfaction survey.
Salesforce Marketing Cloud Features
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Journey Builder: Allows for customized, real-time, multi-channel journeys (email, mobile, and online) that enhance the customer experience.
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Email Studio: Facilitates personalized email campaigns using data from CRM and web analytics.
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Mobile Studio: Enables the creation of push notifications, SMS, and other customized messaging.
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Einstein: AI and machine learning features that assist marketing teams in optimizing campaigns.
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Datorama Reports: Provides detailed KPI analysis to improve marketing campaign performance and customer engagement.
Project Deliverables
VISEO’s expert teams ensured the successful implementation of CRM and Salesforce Marketing Cloud. They developed the appropriate data model and configured connectors for e-commerce, flight, biometric, and real-time boarding data. Several automated use cases were created within SFMC, allowing marketing teams to focus on relational campaigns and enhance customer knowledge.