Driving Growth Through CX Excellence & Strategic CRM Transformation

The Challenge

Accelerating Progress While Preserving Excellence

A major international airport, renowned for their commitment to customer experience, had already begun building their CRM foundation. With Salesforce implementation underway and basic campaigns in motion, they had set an ambitious goal of establishing relationships with millions of travelers.

Despite having the tools in place, they needed strategic expertise to accelerate their customer acquisition trajectory. In partnership with Innovate Forward Marketing, they endeavored to:

  • Accelerate growth without compromising their award-winning service quality

  • Transform their existing CRM foundation into a comprehensive growth engine

  • Define a clear implementation roadmap to reach their customer goal

  • Drive non-aeronautical revenue while enhancing the traveler experience

  • Create seamless, personalized communications across multiple touchpoints

The Strategic Approach

Accelerating Growth While Prioritizing Experience

We recognized that the airport had already laid the groundwork, but needed strategic direction to accelerate their progress. Our team developed a comprehensive strategy that aligned with their core values, prioritizing traveler experience while creating a clear path to their goals.

Optimizing Existing Foundations 

Enhanced their existing CRM implementation with best practices

Introduced incrementality measurement to track true business impact beyond direct attribution

Created a strategic roadmap with clear milestones and initiatives to reach the customer goal

Experience Enhancement

Developed partnerships with concessionaires for exclusive traveler offers

Implemented post-WiFi connection data capture experience that enabled location-based services

Created timely journey-based messaging system

Systematic Integration

Connected multiple data sources into a single source of truth including parking, security, and survey systems

Enabled omni-channel communications based on traveler preferences

Built comprehensive view of traveler interactions and preferences

Results

Exceeding Results While Elevating Experience

  • Surpassed annual customer acquisition goal by 11%

  • Implemented campaign optimizations that doubled performance within the first 3 months

  • 79% of travelers reported improved airport experience based on experience with promoted amenities

  • 85% of engaged travelers explored airport amenities beyond their gate

Key Success Factors

    • Aligned CRM initiatives with core business objectives

    • Built systems that scale without compromising experience

    • Created seamless integrations across multiple touchpoints

    • Prioritized traveler experience in every decision

    • Implemented changes that benefited both travelers and business

    • Maintained high satisfaction standards throughout implementation

    • Established clear metrics for success

    • Tracked both revenue and experience impact

    • Created sustainable growth framework

“Their strategic guidance and innovative solutions helped us progress toward our CRM goals. Before partnering with an outside resource, we were making steady progress in building out CRM as a new function. However, their CRM expertise enhanced our efforts, leading to noticeable improvements in campaign performance. They provided the insights we needed to address our challenges effectively, laying a solid foundation for achieving our objectives, including building a comprehensive customer view, fostering strong relationships, and delivering timely, value-driven messaging.”
— Director of Strategic Marketing & Communications, Major International Airport

Let’s Do This Together

Whether it’s digital experience, CRM transformation, or customer acquisition, Innovate Forward specializes in creating cohesive digital strategies that drive measurable results while respecting the unique needs of complex business models.