Deloitte Digital and New World Development (NWD) takes home Digital - Hospitality & Leisure win at HKB Technology Excellence Awards 2022

The unified CRM platform allows the client to improve customer engagement and experience as well as their operational productivity and agility.

Professional services network Deloitte and the technology arm of New World Development, New World Corporate Service Limited (NWCS, member of New World Group) clinched a win in the Digital - Hospitality & Leisure category at the recently held Hong Kong Business Technology Excellence Awards 2022 for its digital solution in customer relationship management (CRM) for its client New World Development (NWD).

The project aims to create a unified CRM platform in order to harness the synergies of multidimensional data across different business units in Hong Kong and China regions. It also helps NWD further provide top-class customer experience to their customers by staying connected with all the bespoke members, customer engagement staff, and retail tenants.

Moreover, it has been identified to be a scalable and reusable foundation set up in customer segmentation, digital marketing, loyalty, and pre-leasing, which has covered the scope in relationship management. The holistic view allows for further interoperability and having a single source of truth in customer information. By then, users can enjoy consolidated guidance in their customer engagement journeys with aligned data captured amongst different units.

One of the key highlights of the project is breaking down the boundary between NWD’s homegrown CRM and fragmented platforms across different business units. By consolidating a centralised customer data platform, higher synergy and cross-selling can be achieved amongst different business units inside the NWD ecosystem. It also allows NWD to improve their operational productivity and agility by streamlining their end-to-end business flow and aiming to reduce NWD’s overall operational expenses.

At the same time, the new digital solution has allowed NWD to realign their loyalty programmes across different business units and compile them with the NWD unified currency programme on a single platform. The all-in-one platform has facilitated the mobility of the NWD loyalty currency, K-Dollar, so as to improve customer experience in participation and identify a unique path for business users to access various customer data, potentially extending to potential opportunity capture and capability for journey-based campaigns and partnerships.

Since the project also has sufficient data governance measures, the unified platform also strengthened NWD’s abilities in analytics and reporting with complex functions. Key functions such as dynamic report generation and performance tracking in terms of conversion can be made.

This digital solution would allow for the future rollout with more involvement of different business units in NWD ecosystem amongst different regions and industries.

New World Corporate Services Limited (NWCS) is a member of New World Group, offering technology consultancy, implementation, and outsourcing services for all NWD business units and external clients.

The HKB Technology Excellence Awards honours outstanding companies that have made exceptional contributions in the pursuit of technological innovation in Hong Kong.