Reka: New 360-degree perspective on customers

Merkle creates a comprehensive 360-degree CRM for the tourism company.

Landschaftsbild mit Illustration

At a glance

  1. 01The challengeOne organisation, two systems
  2. 02Our approachHolistic view of the customer
  3. 03The resultExcellent user experience
  • Sector

    • Tourism
  • Disciplines

    • Strategy & Consulting
    • Concept
    • User Experience & Design
    • Technical implementation
    • Content creation
  • Year

    • 2020
  • Tech Stack

    • Salesforce Service Cloud
    • Salesforce Marketing Cloud
  • Services

    • CRM & Customer Loyalty
    • Data Sciences
    • Digital Strategy

The challenge

Reka is the largest social tourism organisation in Switzerland. Since 1939, the cooperative has been pursuing the goal of providing affordable holidays for as many Swiss people as possible.

The business is divided into two fields:

  • Reka-Ferien operates its own holiday villages, two resorts, a hotel and holiday flats.
  • Reka money has established its own discounted means of payment for public transport, petrol, restaurants, cultural events and mountain railways, etc.

Previously, Reka managed the customer data of both business divisions separately. This means that the non-profit organisation lacked efficient processes and a holistic perspective on its customers.

Our approach

Customer perspective

We want to address users in a personalised way and offer them relevant content.


Salesforce is already in use at Reka Geld. The CRM system is therefore particularly suitable for linking the two business fields.

Hybrid project approach

We combine traditional project management with workshops and sprints. In this way we ensure good cooperation and rapid progress in the project.

Marketing Automation

With a connected marketing system, Reka can contact its customers directly, personalised and automated.

360-degree customer perspective thanks to new CRM

One company – one CRM

For a comprehensive 360-degree view of its customers and for internal process optimisation, Reka needs a system that has all data centrally under control.

Together with Reka, we decide to use Salesforce CRM: Reka money already uses Salesforce for its own users. This means that the CRM can be transferred to both business sectors easily, quickly and cost-effectively. The linked marketing system also allows Reka to contact its users directly and automatically via marketing automation.

Das Preference Center von Reka

Change of perspective in the Preference Center

Until now Reka's marketing has focused on its own products and services. Our concern is therefore a change of perspective: in the future, customers should be the focus of all activities.

To do so, Reka first gets to know more about its users with the Salesforce CRM. In the so-called preference centre, users can indicate their preferences regarding leisure and holidays – for example, where they would like to stay and whether they prefer to be active or relax. Based on this data, users receive newsletters that are perfectly personalised for them.

The result

The new CRM system gives Reka a 360-degree view of its own customers. They benefit from content that is precisely tailored to their needs. Users enter their interests in the Preference Center – and then receive the content relevant to them in the newsletter.

Future plans include practical reminders shortly before using up your own Reka money and discounts for recommending Reka holidays after you return home. In this way, customers will benefit from perfectly personalised communication during the appropriate phase of the customer journey.

In addition, the Swiss company will benefit from lower costs and lower operating expenses thanks to process optimisation.

More success stories

You need a CRM for all your data? We would be happy to advise you.

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany