Cathay Pacific has partnered with Salesforce again to boost digital transformation and improve customer experiences by adding its Marketing Cloud.

"Aiming to accelerate digital transformation, generate new revenue streams and improve customer experiences with personalised engagements, Cathay Pacific is deploying Salesforce Marketing Cloud to unify sales, service and marketing, and deliver connected, personalised customer experiences across any channel, including email, social, digital advertising and more. The airline has been a customer of Salesforce Sales Cloud and Service Cloud customer since 2014.

With the addition of Marketing Cloud, Cathay Pacific will focus on three key areas, including acquiring new customers, personalising all touch-points along the traveller’s journey and getting a complete 360-degree view of the members of its Marco Polo loyalty programme.

Cathay Pacific’s digital transformation is led by a vision that recognises and caters to the evolving needs of its customers in order to increase its competitiveness in the airline industry.

“By adding Marketing Cloud, we enrich the understanding of our customers through enhanced engagement across channels and devices,” said Paul Loo, chief customer and commercial officer of Cathay Pacific. “The airline and travel industry is being disrupted, and we need to be ready for the customer of the future — the digital natives and those with a digitally-savvy mindset and accompanying expectations.”

“We are thrilled that Cathay Pacific is continuing its partnership with Salesforce by adopting Marketing Cloud, and we look forward to scaling to even greater heights in the future. Customers today expect seamless and hyper-personalised experiences and their expectations are higher than ever. To stay competitive, airlines need to be able to leverage technology to meet and exceed these expectations,” said Mark Innes, general manager and executive vice president, APAC of Salesforce."

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