INTELLIGENT BRANDS // Cloud
Seera Group optimises travel
bookings for millions of travellers
with Salesforce’s CRM Platform
/////////////////////////////
Salesforce Service Cloud
provides unified and
personalised customer
experience across phone,
email, mobile, social media
and in-store interactions.
R
iyadh-based Seera Group (formerly
Al Tayyar Travel Group), a leading
travel group in the Middle East, has
announced it has selected Salesforce, a
global leader in CRM, to digitally transform
and enhance travel booking experiences for
millions of travellers.
As the Middle East’s travel market increases
– research firm Phocuswright predicts that
Middle East online travel bookings will
grow by double digits annually to US$ 45
billion by 2021 – Seera Group’s business-to-
consumer, business-to-business and business-
to-government brands faced a significant
increase in customer booking volumes.
Seera Group chose the Salesforce Service
Cloud to streamline all of their customers’
interactions across touch-points and
channels: phone, email, mobile, social or
in-store. Salesforce is empowering Seera
Group’s more than 1,000 customer service
agents to provide a consistent customer
experience and personalised service. With
the easy-to-use tool, agents have a unified
view of every customer interaction to ensure
the best customer experience every time a
customer reaches out.
For example, agents have access to all
previous trips booked with Seera Group,
customer travel preferences and any open
claims. Service Cloud can also integrate
with additional business platforms and
systems, holding key customer records, for
www.intelligentcio.com
Thierry Nicault, Regional Vice-President
Enterprise Business Unit (EBU) for Middle
East, Africa and Central Europe, Salesforce
a 360-degree customer view. Showing the
strong business results, Seera Group, since
going live on Salesforce in October 2018,
has conducted over 2 million business and 4
million customer transactions. Seera Group
has also improved customer satisfaction
ratings by 10%, with the help of Salesforce
and the more consistent customer service
operation the platform supports.
Abdulrahman Mutrib, Chief Technology
Officer, Seera, said: “As a group, we
have successfully grown our customer
base significantly across B2B, B2C, and
B2G brands, and in order to optimise
the customer experience, we needed to
streamline our customer relationship
processes and touchpoints.
“We are a tech-driven company and
continuously leverage advanced digital
solutions in line with one of our core
principles of transforming into a fully-
fledged customer-centric organisation.
Adopting the leading CRM solution in the
market was therefore a logical step for
Seera Group. Salesforce as an integrated
platform offers us real-time insights on
customer trends and converts them into
Abdulrahman Mutrib, Chief Technology
Officer, Seera
genuine brand experiences that build
loyalty. The informed insights we gain
through Salesforce will be part of our
competitive strength that will enable us to
win more customers.”
One of Seera Group’s most prominent
brands, Almosafer, which specialises in the
consumer travel business, has seen strong
success using Salesforce. Almosafer, which
provides hotel booking options for more than
1.5 million properties worldwide, holiday
packages, and flight booking across more
than 450 airlines, has seen more than 40
million searches by online and mobile app
channels since January 2019.
Thierry Nicault, Regional Vice-President
Enterprise Business Unit (EBU) for Middle
East, Africa and Central Europe, Salesforce,
said: “Seera shows how the Kingdom’s
home-grown organisations are driving
Digital Transformation and innovation in the
cloud, especially in the high-growth tourism
sector. Real-time insights allow Seera to
save time, boost customer joy, and enhance
customers’ end-to-end relationships across
the travel journey and connect with third
parties to optimise experiences.” n
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