Central to its success is the personalisation offered by its Lifestyle Manager service, a digital assistant supported by Salesforce technology.

“To understand the motivations and passions of thousands of members globally, we need a flexible customer service platform that caters to both our business and client needs,” says Cathrine Levandowski, global head of operations at Quintessentially.

Speaking at Salesforce’s Dreamforce conference in San Francisco, Levandowski highlighted how Salesforce Customer 360 has transformed the company’s delivery of personalisation.

Tailor-made service

Quintessentially operates in 35 offices worldwide, communicating with members in 51 languages and representing 59 nationalities.

With such a diverse and demanding client base, the company manages over 300,000 member requests annually, using Salesforce Service Cloud to streamline communication across multiple channels, including email, phone, and WhatsApp.

Levandowski says Quintessentially’s ability to tailor services precisely is what sets it apart.

Lifestyle Managers collect and act on extensive client data, including travel preferences, memorable dates, and even favourite cuisines.

However, a significant challenge lies in coordinating communications, which often involve multiple contacts, such as executive assistants, personal assistants, and family members.

Previously, this was managed manually through Outlook, a process that Levandowski admits lacked the sophistication needed to track engagement or refine services.

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Salesforce’s Distributed Marketing feature addressed this by enabling Lifestyle Manager to personalise emails for individual members and their networks, ensuring each recipient received relevant and timely information.

“Lifestyle Manager can now tailor communications beyond just the account holder,” explains Levandowski.

“For example, if I know a member’s wife loves fashion, I can send her curated recommendations. Before, we couldn’t track engagement or insights, but now we’re proactive and precise. That’s the luxury we sell.”

This improvement in communication enhanced the customer experience and enabled Lifestyle Manager to deliver Quintessentially’s unique value proposition more effectively, reducing errors and strengthening the company’s bespoke service offering.

Driving performance

According to Levandowski, the integration of Salesforce tools has had a tangible impact on Quintessentially’s business performance.

Using Marketing Cloud, she says that the company has been able to personalise, automate, and produce dynamic content tailored to individual members’ interests.

This enhanced approach to engagement increased newsletter open rates from 30% to 37%, significantly outperforming industry benchmarks.

This deeper level of connection with its members has translated into broader business success.

In 2023, Quintessentially reported a 30% increase in annual group revenue, driven by stronger member retention and satisfaction.

Concierge memberships grew by 40%, while member loyalty and feedback scores improved by 12%.

These results underscore the value of personalisation as a cornerstone of the company’s luxury services.

Quintessentially also expanded its operations in the US — a strategic goal for the business.

Membership in the US market increased by 40%, making it the company’s second-largest market after the UK.

Quintessentially credits Salesforce with playing a pivotal role in supporting this growth, providing the tools needed to scale operations without compromising on the high level of personalisation that clients expect.

Securing trust

Given the sensitivity of the data Quintessentially handles, security is a top priority for the company.

High-net-worth individuals entrust the firm with personal information, making it an attractive target for cybercriminals.

To address these concerns, Quintessentially relies on Salesforce’s compliance with PCI DSS standards, which set strict requirements for protecting cardholder data and preventing breaches.

“Salesforce provides the security we need,” Levandowski says. “That’s always been a priority for us.”

She adds that by aligning its operations with Salesforce’s robust security features, Quintessentially protects client data and reinforces trust, a critical factor in retaining and attracting members in this exclusive market.

Bespoke excellence

From better data insights to tailored communications, Quintessentially affirms that the Salesforce partnership has delivered its promise to provide members with a truly luxury service, proving that technology and personalisation can go hand in hand.

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