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Saudi Seera boosts Middle East travellers bookings with Salesforce’s platform


Seera Group, formerly Al Tayyar Travel Group started using selected Salesforce, the global leader in Customer relationship management (CRM), to digitally transform and endorse travel booking experiences for millions of travellers across the Middle East.

The Saudi-based leading travel group in the Middle East, Seera, has chosen Salesforce Service Cloud to offer optimisation for all of their customers’ interactions across touch-points and channels, including phone, email, mobile, social, or in-store.

The US-headquartered Salesforce is empowering more than 1,000 customer service agents of Seera to provide a coherent experience and personalised service for all customers, according to a press release on Sunday.

Accordingly, agents of this service will have access to all previous trips booked with Seera Group, customer travel preferences, and any open claims.

“With the easy-to-use tool, agents have a unified view of every customer interaction to ensure the best customer experience every time a customer reaches out,” the statement concluded.

Meanwhile, the research firm Phocuswright predicts that online travel bookings across the Middle East will increase by double digits on an annual basis to $45 billion by 2021.

As the region’s travel market grows, Seera’s business-to-consumer (B2C), business-to-business (B2B), and business-to-government (B2G) brands have all faced a significant upward performance in customer booking volumes.

Since going live on Salesforce in October 2018, Seera has conducted more than 2 million business and 4 million customer transactions.

Chief Technology Officer at Seera Abdulrahman Mutrib commented, “We are a tech-driven company and continuously leverage advanced digital solutions in line with one of our core principles of transforming into a fully-fledged customer-centric organisation. Adopting the leading CRM solution in the market was, therefore, a logical step for Seera Group.”

Salesforce’s regional vice-president of the enterprise business unit (EBU) for Middle East, Africa, and central Europe Thierry Nicault pinpointed that “Seera shows how the kingdom’s home-grown organisations are driving digital transformation and innovation in the cloud, especially in the high-growth tourism sector. Real-time insights allow Seera to save time, boost customer joy, and enhance customers’ end-to-end relationships across the travel journey and connect with third parties to optimise experiences.”


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