And now we're
going to hear
how one customer puts
Data Cloud to work
I'm very pleased
to welcome
to Dreamforce Michael
Shiwdin, Group Vice
President of Guest
Engagement, Loyalty,
and Strategic Partnerships
at Wyndham Hotel
Big fan of
Wyndham, big fan
of vacationing generally.
So I didn't realize
that Wyndham
was the largest franchisor
in the entire world.
--locations around the
world, lots of guests,
Walk us through how you
use that data with the end
goal of trying to
give a better customer
Yeah, you know,
I think what's
exciting is with
hospitality,
there's so many
digital touches.
And, you know,
with us we have
over 110 million members.
When you think about
that, that's 3 to 4-fold--
I'm going to give you
this mic, because we're
having a little
trouble hearing you.
Yeah, I hear you
perfectly now.
So do you mind starting
from the beginning--
I was saying in
your introduction,
9,200 locations, which
means a lot of data,
Walk me through how you
use that information,
then, to help get a better
customer experience.
So at Wyndham, we have
over 110 million members
as part of our
loyalty program.
And with that comes an
immense amount of data,
through our brand.com
touchpoints, our service
touchpoints,
our in-property
And so how do we
leverage that?
It's really the core of
how we drive a service
culture to our properties
and also to our members.
And Data Cloud is
a real core part
of that, of driving that
Guest360 profile to then
leverage the consistent
behaviors of our members
across our 25 brands
to really deliver
the meaningful touchpoints
when it matters, to drive
the experiences that our
members are looking for.
And people at hotels, are
they consistent, you know,
pretty much,
have you found?
Yeah, you know
what's interesting is
with a portfolio
as large as ours,
you tend to find
strong cohorts
and behaviors and
consistent behaviors.
And that's
really the power
of leaning into the data,
of how do we optimize
the experiences for
our economy guests
who are staying at
our Days Inn, Super 8,
or to our higher-end
guests who are staying
at a Wyndham Grand
or a Palladium
all inclusive in
the Caribbean.
So give me a
short-term strategy
and a long-term strategy.
So for the next,
let's say, 18 months,
what's the goal for
your guest strategy?
And then give me kind of
the big picture vision.
You know, over the
last two years,
we've made significant
progress of how do we
enhance our service
call center in order
to find the
meaningful dialogue
and really shorten
that call time?
We've reduced
our call times
by 35% for our members,
and what that means
is a more frictionless
experience
for our members, which
drives retention and brand
And so as we move
forward, it's
how do we take the
core data in Data Cloud
and start to
think about it
in an omnichannel
presence?
You know, we've matured
on the Service Cloud,
and you heard on
the keynote earlier
today of how
we've done that.
Now, translating that
into our email and CRM
engagement with
Marketing Cloud,
taking the sentiment
from our call center,
and really continuing the
dialogue for a consumer
through our email, SMS
and brand.com touchpoints,
as well as then leveraging
that data to optimize
the in-stay experience
through our Wyndham
So I've heard the phrase
democratizing guest data.
What exactly
does that mean?
And how does that sort of
create a better experience
Yeah, you know,
democratizing guest data
is really an enterprise
solution in my mind,
How do you truly bring
those guests insights
to all of the
disparate functions
in a hospitality
company, whether--
That's a massive
company with 9,200.
And when you think about
all of the touchpoints,
from brand marketing,
to CRM, to service,
to in-stay, how do you
bring all those insights
together and ensure that
in a synthesized manner,
you're really focusing on
what are the key salient
points to drive a
meaningful experience
So what does AI do
in that context?
And so whether
we're optimizing
a behavior for
one cohort, AI
allows us to now
take that learning
and expand it across over
300 million guest profiles
From where you were to
where you are today,
how would you
describe the impact
that Salesforce has
had on your ability
to kind of make
that leap and where
From an AI perspective,
again, we've
reduced our call
times from down 35%.
But then even from
a CRM perspective,
Send Time Optimization
on abandoned cart,
we've seen double
digit improvement
And so it's really
merchandising the products
when our members
are looking for it.
As we move
forward, it's now
how do we expand it from
a digital touchpoint
and our service
and in-stay
I think that's
where there's
a tremendous amount
of opportunity.
The industry is
taking those learnings
from Data Cloud and
those salient touchpoints
and optimizing
our paid media
campaigns, our upper
funnel CTV campaigns,
where you true-- and
social media, where
you can now take those
creative insights
and really display
the assets.
In our case at
Wyndham, where
are those opportunities
for your booking history,
based on what
you're looking
for at that
particular moment?
It sounds like you're
very excited about what
the future's
going to bring.
I mean, I think
the partnership
with Salesforce,
as we continue
to invest with our
partnership with AWS
and really
taking advantage
of some of the zero
copy opportunities
to speed our-- and
velocity of data insights
to then meet our consumers
where their needs,
that's a tremendous
opportunity.
I'm really excited to
see what the next 12
Michael Shiwdin,
nice to talk to you
from Wyndham
Hotel and Resorts.
