

NightOwl Entertainment is an Australian-based hospitality company that creates and operates unique, experiential venues such as Flight Club, The Lookout, and Magnet House.
Create a differentiated hospitality experience and scale across Australia
NightOwl Entertainment has evolved from a traditional hospitality business to an experiential entertainment business. While holding onto its roots in food and beverage, it is focused on creating unique moments and engaging experiences that add value to customers and propel the hospitality industry forward.
To deliver on its vision and expand across Australia, NightOwl needed a solution to scale and deliver hyper-personalised experiences.
What’s exciting about Agentforce is that it will free employees for creative work and to support customers who need a human-to-human conversation.
David HeatonCEO, NightOwl Entertainment
Agentforce helps NightOwl deliver 24/7 service at scale.
While fostering human connection is at the heart of NightOwl’s business, it recognises customer preferences have changed. It’s designed venues to cater to these differences and is using Agentforce to scale support across customers' preferred channels.
NightOwl’s first agent autonomously engages with customers 24/7 on all its venue websites. The agent draws on each venue’s knowledge base to instantly respond to common questions and uses conversational language tailored to each venue’s tone of voice. The agent has the potential to handle a third of incoming inquiries, freeing employees to support customers who have more complex requirements or prefer to speak with a human.
Working with Salesforce consulting partner Skie, NightOwl will soon enable the agent to handle multi-step tasks such as updating bookings with custom requests. Next on the roadmap is an agent that can take bookings directly. This will further reduce the administrative load on employees while enabling faster customer service.
Data Cloud delivers new insights to measure and drive engagement.
NightOwl soon plans to use Data Cloud for predictive insights which it can use in tandem with Marketing Cloud to increase engagement and cross-sell. The business first brought in Marketing Cloud to better engage with customers across channels and reduce reliance on social media and ads. It has successfully achieved these aims and increased email open rates through more personalised campaigns and journeys. These include a return journey which encourages customers to return to venues during less popular times of the day.
Agentforce has augmented NightOwl’s workforce with digital labour, enabling customers to get answers 24/7 and freeing staff for more valuable conversations, like helping customers finalise arrangements for events. With Data Cloud and Marketing Cloud, NightOwl can deliver dynamic personalisation using automated journeys for every customer. With these capabilities, Salesforce has become an important part of NightOwl’s competitive edge.
“If we can get to our customers better than our competitors, we are one step ahead,” said Heaton.