The Challenge: In 2015, DLG helped Four Seasons Hotels & Resorts develop its social CRM programme on WeChat, making it the first brand in the hospitality industry to offer this. Following positive feedback from the client and their customers, additional loyalty and B2B programmes were integrated in 2017. Now recognised as the leading agency when it comes to social CRM, DLG China manages social CRM programmes and strategises social CRM initiatives for independent luxury brands and conglomerates alike.
The DLG Contribution: That said, it should be noted that the international hotel chain does not have a loyalty programme in place – but that does not stop them from actively thinking of ways to provide their clients with top-notch service. As such, Four Seasons Hotels & Resorts sought the expertise of DLG in helping them to segment their WeChat community and consequently deliver more targeted a relevant content to them.
To address this, DLG worked on advanced segmentation based on user behaviour and interests using the Jing Social backend for WeChat. Users were then segmented based on the ways through which they connected with the Four Seasons WeChat account, whether through reading an article or scanning a QR code. They were then filtered into separate groups based on their perceived interests, and pushed differentiated content accordingly.
DLG also developed advanced marketing tactics through WeChat, such as user journey design, to better engage Four Seasons’ clients. It also looked into making use of A/B testing to better understand user preferences and how to best reach out to them.
Overall results have been favourable, with Four Seasons Hotels & Resorts’ WeChat community having grown significantly in the year 2017. Its articles also fared very well with clients, garnering a high monthly readership.