Tivoli Gardens delights guests with Dynamics 365 Customer Insights

By Bill Durham
Tivoli Gardens, the second oldest amusement park in the world and the most beloved in Europe, continues its long tradition of imagination and innovation with Dynamics 365 Customer Insights. With more than 4.5 million guests each year, Tivoli Gardens prioritizes and continually looks for ways to improve the customer experience.
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Tivoli Gardens, the world’s second-oldest and the most beloved amusement park in Europe, continues its long tradition of imagination and innovation with Microsoft Dynamics 365 Customer Insights.

Tivoli has been charming guests since it first opened its gates in Copenhagen, Denmark in 1843. It’s the world’s second-oldest and the most beloved theme park in Europe. Each year, five million visitors enjoy a delightful mix of rides, attractions, performances, and culture.

Tivoli is more than just a theme park. It’s a cultural wonderland and historical gem. For the brave, Tivoli offers one of the world’s highest chain carousels and exhilarating rollercoasters. And there are concerts and performances to captivate adults and kids alike.

Tivoli’s moto “Always like never before” captures its long tradition of imagination and innovation. Tivoli continuously strives to reinvent and bring unique experiences to life. This applies to not only attractions, rides, and restaurants, but also one-on-one interactions with guests. In an era where guests have more choices than ever for leisure and entertainment, Tivoli is staying one step ahead and transforming the guest experience. Tivoli selected Microsoft Dynamics 365 Customer Insights to enable this transformation. With the solution, Tivoli will have a deeper understanding of guests and gain insights to enhance the end-to-end guest experience, from personalized interactions at the park, restaurants, or hotels, to tailored digital interactions.

“Our goal is to really get to know our guests. Dynamics 365 Customer Insights will allow us to get a holistic view of our pass holders and visitors, and that 360-degree view will be the foundation for optimizing how we engage across all touchpoints and their entire experience at Tivoli. We will provide a consistent and personalized experience that demonstrates how much we value our guests,” says Michala Svane, Vice President, Sales & Marketing.

Normally, such an ambitious undertaking would be complex and difficult. With Dynamics 365 Customer Insights, however, Tivoli can easily and quickly consume and analyze large amounts of guest data. “Dynamics 365 Customer Insights brings data to life. We can finally harness the data for insights, without the need for bespoke integration or specialized resources. The packaged solution, with artificial intelligence and machine learning, enables us to quickly and easily unify customer data scattered across multiple systems, unlock insights, and empower each of our 2,500 employees to delight our guests in person and via digital touchpoints,” says Bernt Bisgaard Caspersen, Head of Solution Team & Architecture.

Dynamics 365 Customer Insights will unify guest data – currently siloed in the digital self-service system, visitor logs, loyalty database, and surveys – and generate actionable insights. Then Tivoli can engage guests intelligently and deliver personalized experiences, whether in marketing messages, in loyalty offers, or during face-to-face interactions at the park.

Previously, the marketing department had to rely on static annual card data and guest surveys. Now marketers can use fresh insights to effectively personalize digital communications, including tailoring newsletters with relevant content such as recommendations of restaurants and events. Looking ahead, garden conductors in the park may have guest information at their fingertips via mobile devices, so they can personally invite guests to upcoming concerts based on guest preferences. With unified guest data, Tivoli will also be able to identify card holders at risk of churning and proactively engage them with diligently curated and highly personalized recommendations and offers to actively help retention.

“With Dynamics 365 Customer Insights, we will be able to achieve two key outcomes – provide each guest a more personal experience, whether in the park or online, and predict risk of churn for annual pass holders. Together, that will increase loyalty and have a significant positive impact on our business,” says Jonas Buhl Gregersen, Vice President, IT.

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