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Michael Green , Senior Vice President - Travel , Transport & Hospitality at Salesforce on leveraging technology to meet the evolving expectations of today ’ s consumers

The Travel Corporation ( TTC ) has been a Salesforce customer since 2014 . “ TTC has been leveraging Salesforce technology to consolidate processes and systems to help accelerate sales cycles , ensure consistent communication across marketing and deliver seamless customer service ,” says Michael Green , Senior Vice-President , Head of Retail & TTH ( Travel , Transport & Hospitality ) in the UK & Ireland . “ Salesforce solutions have been helping TTC go to market through their indirect model - via travel agencies and resellers .”

In recent times , TTC has evolved their business model from a B2B ( business to business ) to a B2C ( business to consumer ) facing organisation . “ TTC had a clear vision , they wanted to get closer to their customers , and they came to Salesorce to understand how to achieve this . The travel industry has faced enormous challenges of late , and the need to find different ways to serve customers and build resilience into entire business models has accelerated many brand ’ s digital transformation journey . TTC were already on that path with a clear end goal in sight .

“ Part of the work we ’ ve been involved in , is harnessing TTC ’ s vast amount of data , which has been accrued over the brand ’ s one-hundred year lifespan . We have been able to unify that data to provide a single source of truth .

“ We know customers are demanding more from their online experiences , they crave more personalised , high-value and easy to use services . By leveraging Salesforce technology TTC is able to deliver personalised experiences at scale . When a customer chooses to interact with the brand , they want to be known and understood .”

After seven years of working together , Salesforce is laser focussed on continuing to be a trusted digital advisor to TTC . “ It ’ s not just about supporting them as they run their business but helping them change their business ,” says Green . “ At Salesforce , trust is our number one value , and it is a key component to the success of any digital transformation project . This is built through being honest , demonstrating proven credibility and drawing on a vast array of expertise to inform decision making .”