If You’re Not Leveraging Location Data in Salesforce, You’re Doing it Wrong

It’s a fundamental rule of marketing: If you can make your customer feel like you really understand their needs, they’ll keep coming back. And one of the most effective ways to increase customer satisfaction—and therefore lifetime value—is by creating amazing experiences using location data.

If your business isn’t leveraging location data (such as geosocial data) inside the Salesforce, then your acquisition strategy is already outdated. HYP3R is one such location-based marketing platform. By geofencing countless locations across the world, HYP3R aggregates location data that offers data-driven “surprise and delight” moments to your customer. HYP3R’s data can also be used to personalize media campaigns with the context of location through integrations with the Salesforce.

HYP3R’s location data turbocharges the Salesforce by allowing you to make bespoke touches to your customer’s journey, starting from before they’re even your customer, all the way until after they’ve left your location. This helps inspire high-value customers to return. Since it’s five times cheaper to bring a customer back than to acquire a new one, you can imagine the ROI.

This location data serves to enrich the customer profiles within Salesforce. You can find out where a customer goes, how they spend their time, and what they share. This allows you to target groups that would be interested in your location–and even acquire new business from your competitors.

For example, a major cruise line used HYP3R’s location-based data to target travelers who were cruising with competitive companies, cutting their customer acquisition costs by 42%. If you run a hotel, you too, can generate reports on specific groups (high-value, foodies, frequent travelers, wellness enthusiasts, etc.) right from Salesforce and forward these reports to your sales or marketing teams to help run targeted activations. Considering that the OTA industry has left the hotel industry knowing less than 50% of its guests, these reports give your business an edge.

Let’s say “Jane” is a frequent traveler and Instagram influencer who visited your city three times in 2018. Using HYP3R’s location-based data, you’re able to create a customer profile for her in Salesforce. You now know what Jane’s preferences are, where she goes when she’s in town, and what she shares when she’s there. Now, your sales team can contact Jane directly. Better yet, you can use this data to target Jane with paid media. Because location data signals purchase intent, and because you serve her timely, relevant ads based on her interests, she’s much more likely to transact and become loyal to you.

Since your business knows precisely what Jane likes, your paid media hits the spot. Jane sees your ad and books a room. When Jane checks in, her Salesforce profile (with a little help from HYP3R) alerts your employee that Jane’s a foodie. The employee offers to make reservations in the restaurant since Salesforce now highlights Jane’s love of steak on her Instagram posts. You upsell a steak dinner to Jane and her friends, increasing your RevPAR. Jane is surprised and delighted.

Later, Jane posts a picture of her friends celebrating together with the caption, “Last weekend before the new job.” Your social team engages with Jane’s post on Instagram though HYP3R, congratulating her. When Jane gets back to her room, a bottle of champagne is waiting for her with the caption. “Congrats on the new Job!” Jane shares this across all of her social channels with her thousands of followers, tagging your location and commending your service.

Following her visit, using data taken from her stay, Jane now receives personalized promotions and emails tailored to her interests. Jane is now a loyal, high-value customer.

This is but one example of how location-based data can convert passing customers into lifelong ambassadors. And it’s not just the hospitality industry, either. By harnessing HYP3R’s location-based data, gym chain 24 Hour Fitness identified 66 brand ambassadors at their locations, achieved a 48% ROE and grew followers by 38%. Cruises, casinos, shopping malls, and airports should be looking towards location-based data as the future of customer experience. The only question is, will your business be ahead of the curve?

Ammo Somal
Author Ammo Somal