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estimated passenger rides by 2020
The Société de Transport de Montréal wanted a loyalty program that would reward customers immediately. Using rich transactional data and a network of partners, they now personalize their customer’s daily commute, suggesting opportunities for culture, sports, entertainment, and shopping. With SAP, they are re-defining the customer experience.
Société de Transport de Montréal (STM)
Montréal, Quebec, Canada
Public Sector, Travel & Transportation
SAP HANA, SAP Precision Marketing
Montréal public transit riders are receptive to new ideas. Like the STM’s Opus card, available since 2008, giving passengers the ability to load tickets and monthly passes onto a “smart card” rewards. But the STM wanted a loyalty program that did more. They also wanted to open up new business opportunities and serve customers even better.
Following a recipe of co-innovation
Using innovation and technology to improve the brand, and to develop a 1:1 relationship with riders, the STM wanted to connect with riders in real-time, directly bringing them relevant, geo-localized information – through an instant customer reward & recognition based on Opus card purchasing history, plus declared preferences and interests.
The Opus card had given the STM a transactional relationship with their customers. But they needed to make sense of the collected data for better business insights and decisions, and also wanted to tailor offers to customers on the go. STM wanted to unleash the potential of the Opus card to more fully attract and engage their customers.
Facing expensive, tedious, build-from-scratch development, the STM turned to SAP. Already a happy SAP customer (running SAP ERP and SAP BusinessObjects business intelligence (BI) solutions), they saw that the innovation found in SAP Precision Marketing powered by SAP HANA could transform ever-multiplying data by the day, hour and minute.
Together, SAP and the STM designed and built the STM Merci app. The STM knew SAP could provide the tools and processes to harness the value in the big data available to them and safeguard customer privacy. With this solution in the Cloud, the STM also met their objective to minimize the need for IT support and simplify use for their marketing team.
Thousands of customers have downloaded the Merci app, and the STM continues to add new partners and events to the app every day. The STM Merci experience has brought together the power of big data, analytics, cloud, and mobile to redefine the consumer experience and the value of interactive, digital marketing.
Within 48 hours after its introduction, the STM Merci was the #1 Lifestyle app in the AppStore in Canada. The company now enjoys:
With the Merci app, the STM can link its customers with its preferred retailers and activities. Customers can access offers and discounts as they commute, and can use the app to find events close by, and even get a discount on their desired experience.
The STM Merci also provides riders with important information about their commute.
We wanted to reward our customers on the spot, we wanted to be able to surprise and create excitement for our customers, and we wanted to generate loyalty to the STM.
The STM‘s Merci app, built on SAP Precision Marketing, has given the STM a head start in meeting the demand for increased efficiency, and feedback from early adopters will make the app more relevant to customers and partners. Going forward, the STM aims for the STM Merci program to be paid for through revenue from participating partners.
Main objective: to improve the customer experience