Connected member data helps Quintessentially personalise every interaction

Quintessentially is a pioneer and global authority in lifestyle management and concierge services. From its global network of 35+ offices, the company provides 24/7 services for high-net-worth individuals and corporate customers. 

Personalisation is the key to successful concierge experiences.

Quintessentially has a broad remit, from education and real estate to travel and events. Increasing engagement with existing members across these services is a major growth opportunity. Plus, with word of mouth as one of the company’s most powerful marketing tools, maintaining member satisfaction and retention rates is key to the company’s continued success. With this in mind, Quintessentially aims to interact with each member as many as 500 times per year — and every engagement must be valuable, timely, and personal.

Without integrated marketing automation, however, sending highly personalised emails was time-consuming for Quintessentially’s lifestyle managers, and the team had no insight into the impact of the content sent out. While customers were making their requests via phone, email, and WhatsApp, Quintessentially had lots of inbound requests and data to handle across various systems. The team wanted to stay ahead of demand by offering the convenience of a unified mobile app as well.

65% of members are now active on Quintessentially’s app.

Since 2007, Quintessentially has captured all its member information in one platform — Service Cloud.

So, when it decided to launch a mobile app, it needed seamless integration. 

In April 2024, Quintessentially launched a member app on Experience Cloud with help from OSF Digital and the Salesforce Mobile Publisher Team. Via the app, members can access exclusive content such as city guides, benefits, and restaurant recommendations based on their interests, check the status of open requests, download travel itineraries, and more. 

The app is available via Apple and Google Play stores, featuring push notifications, face/touch ID, and in-app chat, which is powered by Salesforce Digital Engagement and Messaging for In-App and Web. Member requests — such as last-minute tickets to a concert, or a reservation at the most exclusive restaurant in town — are then automatically set up in Service Cloud so they can be handled in the same way as via any other channel, ensuring a consistent and fast response. 

Within six months, 65% of existing and new members were active on the new app, digesting exclusive content and getting real-time recommendations by chatting with their lifestyle managers. By increasing the number of channels available to members, Quintessentially is able to provide a truly tailored service.

The Quintessentially team continues to produce thousands of articles for the app which are published via Salesforce Knowledge. By capturing all content here, the team will be able to use AI for app personalisation in future phases. 

Service Cloud helps lifestyle managers handle 300K cases every year.

No matter how members choose to reach out, Quintessentially’s lifestyle managers use Service Cloud’s AI-powered capabilities to manage every request — totaling around 300,000 a year. In 17 years, this has amounted to more than five million cases. By capturing this data against every member profile, lifestyle managers have a complete history of the relationship and a more in-depth understanding, so they can help members more effectively as they go through new life stages such as marriage, children, career changes, or anniversaries. In the future, the team will use Einstein AI to learn from and repeat successful responses for different members — for example, how to ship a supercar across the world.

With Service Cloud, a team of lifestyle managers can efficiently manage a high volume of requests, supported by AI-driven automation that reduces response times significantly. Automated workflows ensure a personalised acknowledgement with effective questioning is sent within 30 minutes. 

By integrating Vonage, Quintessentially has a fully integrated voice and digital engagement solution, which automatically captures phone calls in Service Cloud against the relevant member record. Salesforce Inbox attaches email threads to ensure comprehensive and unified member records.

With access to every request, conversation, and member detail, lifestyle managers can efficiently provide bespoke and proactive services — from choosing a birthday gift to planning a holiday. No matter how requests arrive, whether via phone, WhatsApp, or chat, they are seamlessly managed within a single platform, boosting productivity and delivering consistent, high-quality customer experiences.

Marketing Cloud boosts email open rates to 69% with personalisation.

Quintessentially has also used Marketing Cloud since 2023 to send targeted and highly personalised emails, helping to build lasting relationships with its members. With Distributed Marketing — an add-on feature which brings elements of Marketing Cloud into Service Cloud — lifestyle managers can customise centrally designed marketing emails to balance personalisation with globally consistent branding and tone of voice. They can choose the relevant contact details, edit the text, and send the communication directly from their own email address. With Salesforce Inbox, every email is captured against the member’s profile. 

Einstein Engagement provides easy access to important marketing metrics, such as open and click-through rates. This allows the marketing team to track the direct impact of their emails, rather than relying on guesswork. For example, Quintessentially knows that its member newsletter, The Edit, has a 69% open rate, while the average across all emails is 58%. The company has achieved a 40% increase in click-through rates, thanks to its highly personalised approach. 

Quintessentially’s marketing emails are sent automatically through Journey Builder, including welcome emails for new members, newsletters, and messages for corporate clients. This automation reduces the workload for employees while ensuring members enjoy a seamless experience.

The Salesforce Platform enables Quintessentially to effortlessly link together all its customer data, processes, and content. With everything connected, its lifestyle managers can serve Quintessentially’s members more efficiently and consistently — and always with a personal touch. 

By centralising 17 years of data in Salesforce, including five million requests, Quintessentially is also well-positioned to leverage AI in the future — from using Einstein to qualify sales leads or making predictions about member behaviour, to adding Agentforce to help the 24-hour team serve members more effectively.