Village Roadshow looks to boost personalised customer experiences with latest tech investment

The entertainment giant expects to personalise experiences across digital channels by deploying MuleSoft’s Anypoint Platform

Australian entertainment giant, Village Roadshow, is giving its customer support technology a facelift to offer more personalise experiences for customers across digital channels.

The ASX-listed company, which has a diversified portfolio of assets including theme parks, cinema exhibition, film distribution and production, said MuleSoft’s Anypoint platform was identified as the right solution for a more personalised customer offering after undertaking a comprehensive market review with Capgemini.

“We brought in Capgemini to help us evaluate alternative approaches to connectivity and ultimately decided on MuleSoft because of Anypoint platform’s built-in security and monitoring capabilities and its hybrid functionality,” Village Roadshow’s group general manager for technology and services, Geoff Spicer, said.

Spicer told CMO the company was previously using a custom, point-to-point integration solutions for application and data integration. He said the Anypoint Platform is a better solution to custom code as Village looks to enhance the entertainment experiences offered to its customers.

Specifically, the vendor provides a powerful enterprise-grade platform for connecting applications and data. By taking an API-led connectivity approach, Village Roadshow can build an application network where applications, data and devices on the network become pluggable and reusable.

“This will help us build customer loyalty and derive greater value from IT assets,” he said.

The latest tech investment is part of Village Roadshow’s wider customer personalisation and engagement strategy.

“We believe providing this connectivity is key to providing personalised and relevant experiences for our customers, in particular for digital touchpoints,” he said. “We foresee an environment of ‘hyper-connectivity’ and need this to be managed, reliable and secure.”

But Spicer agreed leveraging the right technology in the pursuit of offering a more personalised entertainment experience for customers is not without its challenges.

“The first challenge is gathering information from a wide variety of sources about our customers, their preferences and how they prefer to interact,” Spicer said. “The second challenge is to connect this information to existing applications in a way that is consistent, robust and secure.  

“But this is where MuleSoft will assist. On top of this, MuleSoft has proven experience supporting high-volume transactions from other well-known consumer-facing enterprises.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in