Norths Collective uses Agentforce to resolve member enquiries 24/7
Find out how the hospitality group uses AI to enhance member engagement and increase ROI.
About the Company
The Challenge
Increase member engagement while improving operational efficiency
Norths Collective has approximately 68,000 members ranging from 18 - 102 years of age. The group wanted to better understand each member and to communicate with them more personally. It had a wealth of member data collected from different places such as its POS and sign-in systems. However, it was unable to bring this information together in a meaningful way.
The group also wanted to improve operational efficiency and give employees more time to focus on high-value work and enhancing the member experience.
How Salesforce Helps
Marketing Cloud enables personalised engagement and 12x campaign ROI
Norths Collective has connected its member data on Salesforce for a 360-degree view of each member. This includes details about how often they visit the clubs and what they do once they’re there.
Norths Collective uses Marketing Cloud to maximise this first-party data and engage members with the right message, at the right time, via the right channel.
“Now when a member comes in, swipes their card, and orders a chicken schnitzel, that transaction information is added to their record in our CRM. So if we run a “Schnitty Tuesday” promotion, we can push out a message to everyone who’s ordered one in the last 12 months,” said Lopez.
With better segmentation, AI-driven personalisation, and the ability to continually optimise messaging and send times, Norths Collective is now achieving up to 12x return on campaign investment.
Norths Collective
The hospitality group also uses Personalisation on its website to serve up relevant content in real-time. For some, this content includes headlines and images promoting different dining options. For others, it includes promotions for upcoming events.
A Norths Collective app built on Heroku has enhanced the member experience by enabling them to update their profiles, book tables, and more, all through the convenience of their mobile. The app also features a digital membership card which has increased card use by more than 100% in some venues.
The transactional and behavioural insights gained through each scan of the digital card have helped Norths Collective further personalise member engagement. This has helped to deepen member loyalty, with app users spending an average of 52% more than other members.
Agentforce is set to reduce support calls by up to 20%
Norths Collective’s digital transformation has created a number of operational efficiencies. This includes an average of 22 hours per month saved on marketing reporting alone. These savings have come from CRM Analytics which provides actionable insights to improve engagement.
Integration between Service Cloud and 8x8 from the AppExchange adds to these efficiencies by eliminating the need for the contact centre team to switch between three different systems while handling calls. Instead, they have everything they need at their fingertips to provide fast and personalised support.
The group is now using Agentforce to respond to more member questions online, freeing up the contact centre team to focus on helping those with complex queries or booking needs. Agents can autonomously engage members 24/7 in natural language and respond to frequently asked questions as well as follow-ups. Agents can also be improved on and trained to resolve new queries using natural-language instructions.
“As we move through phases two and three of our Agentforce implementation, we will look to the agents to respond to more complex queries from customers related to updating their records, making changes to their existing bookings and giving the member details about their membership such as expiry dates and show ticket bookings,” said Robert Lopez, Chief Marketing & Innovation Officer, Norths Collective.
Norths Collective anticipates a 20% reduction in calls to the contact centre as a result of agent-first service, and that’s just the beginning. Future agents will help the contact centre team have more productive conversations and convert booking opportunities by suggesting responses grounded in the group’s data.
Tableau to help the group act on data for increased efficiency and ROI
Norths Collective is now deploying Tableau to make near real-time data available to executives and employees. The data will be shared through intuitive dashboards that will help inform in the moment decision-making. For example, operational managers will be able to adjust staffing levels in response to increases or decreases in expected trade on any given evening.
The group is also continuing to analyse marketing and transaction data to understand engagement and how to further optimise efficiency and ROI.
The resulting cost savings and revenue will help Norths Collective continue to enhance the member experience and support the communities in which it operates.
The Salesforce Difference
The Results
20% anticipated reduction in calls through using Agentforce
Up to 12x ROI on campaigns
+52% average spend by app-engaged members compared to other members
13% increase in community support enabled by increased in-venue engagement
20% growth in membership
45% increase in online event ticket sales
170% increase in direct revenue from social advertising
28% increase in renewal rates with more existing members engaged with the business
Norths Collective has achieved a number of efficiencies, including an average savings of 22 hours per month on marketing reporting alone
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