Case Study: Kerzner International Resorts

IntroductionKerzner operates the Atlantis Paradise Island resort in the Caribbean in addition to resort properties in Dubai and their One&Only branded luxury boutique resorts. Kerzner is dedicated to providing an exceptional vacation experience for their guests.

Atlantis Paradise Island is a unique, ocean themed destination and

features a variety of accommodations, activities, water attractions, marine habitats and a casino. The resort has tens of thousands of guests check in each year. With such a large number of guests coming and going, it was important for Kerzner to ensure they had correct data for their customers.

Contact Data ConcernsKerzner’s call center is dedicated to providing excellent customer service

SituationKerzner International Resorts was collecting addresses across channels for use in marketing communications for its flagship resort in The Bahamas, Atlantis Paradise Island. With no front-end address verification solution in place, the resort experienced high levels of partial and incorrect addresses, preventing Kerzner from communicating with many of their past guests and identifying repeat guests within their database.

SolutionKerzner sought out a data quality solution with the goal of obtaining better quality addresses. QAS Pro was implemented in the call center to verify all addresses captured.

ResultsKerzner now verifies addresses at the point of entry in their call center. Kerzner attributes better marketing results, streamlined operations, and a higher level of confidence in their customer data to the use of QAS tools.

“Accurate addresses are crucial to our marketing and guest retention efforts at Atlantis Paradise Island. We’ve seen great benefits with improved data and QAS Pro is a critical component of our data quality initiatives.”

Adam Darnell, Executive Director of CRM, Kerzner International Resorts

Experian QAS125 Summer St Ste 1910Boston, MA 02110-1615T 888.727.8330us.info@qas.comwww.qas.com

while assisting customers with their travel reservations. Excellent customer service includes minimizing talk time. With no front-end address verification solution in place, the agent would request each address component and ask the guest to repeat the information as well as confirm spelling in many cases. However, human error was a factor in collecting accurate contact data, resulting in different or incorrect spellings and missing data e.g. apartment numbers, etc.

Guests who contact the call center directly provide Kerzner with the best opportunity to establish a longer term relationship. Kerzner uses address data to market to past customers through direct mail, so it was important to gather correct information for their guests.

A Simple SolutionKerzner experienced problems with inaccurate and undeliverable addresses in their database, which led to returned mail and poor marketing ROI. Kerzner determined that the first step was to ensure that clean data was captured at point of entry for the in-house channels it could control - reservations made in the call center.

After running a back-end cleanse of the database with QAS Batch, it was found that 30% of addresses in the Kerzner database were “bad” and therefore undeliverable. With the large number of guests making reservations through the call center, it was crucial for Kerzner to capture accurate addresses from this core audience.

Guests of Atlantis often rate the property highly, so connecting with guests to plan a return visit is a key initiative. Inaccurate data influenced the organization’s ability to reach customers and ultimately influenced the customer life cycle.

Implementing QASKerzner found the process of implementing QAS Pro in the call center was very easy. The call center trained all staff in less than one day. The representatives have found the process of collecting addresses with QAS Pro to be faster and more efficient.

Effective ResultsSince implementing Experian QAS in the call center, Kerzner has found that the type-down capabilities of QAS Pro make the process fast and easy and resulted in reduced call times.

Kerzner now uses their better data to reach out to past customers within 30 days of visiting the resort and again when they are approaching the one-year anniversary of their last vacation to Atlantis.

Better Guest IntelligenceAn added benefit of accurate contact data is that Kerzner now has a more accurate view of their customers. For guests with multiple visits, if one or more reservation had incomplete or incorrect address information, this caused Kerzner difficulty in householding these guests’ records and obtaining an accurate measure of guest value. Now, they are able to identify repeat visitors and are better equipped to reach past guests in marketing campaigns and promote return trips and vacations.

Kerzner Executive Director of CRM, Adam Darnell, said, “Accurate addresses are crucial to our marketing and guest retention efforts at Atlantis Paradise Island. We’ve seen great benefits with improved data and QAS Pro is a critical component of our data quality initiatives.”

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