Boyne Resorts Masters Customer Data with Profisee MDM
Implementing MDM to break down data silos and integrate customer data
Name: Boyne Resorts
Headquarters: Petoskey, MI, USA
Industry: Hospitality
Customer: Since 2021
Data Types Mastered with Profisee
- Customer data
Boyne Resorts — a premier operator of mountain and lakeside resorts, ski areas and attractions — owns and operates 11 properties from British Columbia to Maine. The company’s diverse operations cater to all seasons and interests, offering snow sports, mountain recreation, golf, an indoor waterpark, spas, dining, lodging and real estate development. Beyond its natural allure, Boyne Resorts also runs a retail division in Michigan providing outdoor lifestyle equipment and apparel.
As a result of its data being spread across multiple disjointed systems, Boyne Resorts struggled to create a single, unified view of its customers. These systems — essential for daily operations and enhancing the guest experience — operated in silos, resulting in operational inefficiencies and impeding the company’s ability to fully understand and cater to its guests’ needs. This ultimately stifled efforts to improve the guest experience that Boyne Resorts strives to perfect.
Boyne Resorts decided to tackle this challenge head-on, seeking a solution that could unify its scattered customer data and empower its analytics and business intelligence teams to derive trustworthy insights to improve the guest experience. The company’s search led them to explore master data management tools to integrate and prepare data for consumption by downstream systems and end business users.
THE SOLUTION
Boyne Resorts selected Profisee MDM for its emphasis on quick time to value and experience in helping businesses manage their customer data. Choosing Profisee signified a turning point. The platform enabled Boyne Resorts to break down data silos, integrating customer data into a single, cohesive repository. Through the process of matching, merging and de-duplicating, Boyne Resorts used Profisee to clean and organize this reservoir of data and transform it into a powerful asset. This consolidation effort was pivotal in enhancing the understanding and management of customer data, paving the way for improved guest experiences.
THE WINS
With Profisee, Boyne Resorts was able to move beyond trying to derive insights from siloed customer data to creating a single source of truth that enables the company to lay the groundwork toward better understanding what its guests want and, ultimately, offering them a better overall experience. This evolution from analytical to operational use of data marked a significant leap forward in the company’s technical maturity, setting the company on a path to better serving its guests by making more personalized recommendations based on guests’ preferences and offering more of the kind of experiences guests want to see.
“One of the things that drew us to Profisee was its emphasis on quick time to value, in addition to the customer use case being a fairly bread-and-butter use case [for Profisee]…Those things combined really seemed to set Profisee ahead of the other options we were looking at in the marketplace.”
VP of IT Enterprise Architecture, Boyne Resorts
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