Saudi Arabia’s Umrahme digitally transforms travel experiences for Umrah Pilgrims with Salesforce


Umrahme, a leading online travel agency for business and consumer travel packages for Umrah, has digitally transformed travel experiences for millions of Muslim religious pilgrims, thanks to real-time solutions from Salesforce, the global leader in CRM.

Aligned with the Kingdom of Saudi Arabia’s government-led Saudi Vision 2030 goals and the Smart Hajj initiative, the Kingdom expects to host a record-high 30 million pilgrims by 2030.

Supporting innovation in pilgrimages, since 2017, Umrahme, part of Traveazy Group, has been a leading online travel agency for business and consumer travel packages. Umrah is a religious undertaking similar to the Hajj pilgrimage, but Umrah is shorter and can be done any time of the year.

Managing bookings for millions of pilgrims from more than 40 countries worldwide relies on multiple touchpoints and third-party vendors. Umrahme needed highly responsive service teams, fast access to information, and a unified journey across the whole company.

Before the pandemic, Umrahme handled more than 7 million bookings per month, with Salesforce solutions helping to grow its market share from 25 percent to 80 percent in only a matter of months. Umrahme’s customer satisfaction score is also an impressive 90 percent.

“To prepare for exponential growth of pilgrims, Umrahme needed to replace manual processes with greater automation and find smarter ways of running the business,” said Bechir Omran, Head of Growth, Holidayme. “With Salesforce, we can help more agencies manage travel and accommodation bookings for their customers as they complete their pilgrimage to Mecca.”

Thanks to its digital transformation with Salesforce and channel partner Smaartt Digital Consulting, Umrahme has gained 360-degree visibility across the customer travel journey.

Umrahme has simplified bookings with joined up processes and greater efficiency, and now has a single dashboard that supports around-the-clock customer services. Preparing reports, which used to take hours to collect and analyze the data, is now done in real-time.

“The pandemic accelerated digital transformation for everybody, but Salesforce made it seamless for Umrahme to onboard new members of the team remotely,” added Bechir Omran. “The user-friendly interface meant our staff needed minimal training to use the platform.”

Umrahme has adopted Salesforce solutions including Sales Cloud, Service Cloud, Pardot for B2B marketing automation, and Tableau for data visualization reports. AppExchange apps are also integrating both telephony and real-time chat features. With Umrahme’s abandoned cart feature, the company’s sales teams can follow-up with prospects to complete the transactions.

“Umrahme has mastered the perfect blend of optimization and preserving traditions for millions of Muslims across the world, with its digital transformation,” said Thierry Nicault, Area Vice President – Middle East and North Africa, Salesforce. “We are enabling Umrahme to give customers world-class and seamless experiences, along with a single source truth for real-time data reporting.”

In the next phase of its digital transformation, Umrahme is looking to deploy Datorama for artificial intelligence-powered marketing intelligence, Einstein for artificial intelligence in marketing, and Social Studio for social media marketing.

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