A successful automotive business was operating in silos between sales, after-sales and marketing. Customers were getting generic, mixed and disconnected messages. The ambition was to create a joined-up customer journey.
A holistic customer strategy was created, including an operationalised 3D segmentation. Customer touchpoints were co-ordinated with an AI overlay, driving automation to deliver bespoke and relevant messages.
We led holistic design workshops which set the parameters for segmentation and showed what a good customer journey looked like. This also helped break intra-company silos and create a one-customer approach. We introduced process engineering to operationalise the design, bringing together organisation, capability and technology needs. A new CRM was implemented, connecting sales, operations, business intelligence and marketing systems. Finally, we created a pragmatic roadmap to rollout, balancing normal business and resourcing constraints.
The implementation of these measures resulted in improved business efficiency and co-ordination combined with stronger customer engagement and satisfaction, higher cross and upsell and, ultimately, revenue and profitability growth.
Summary of work
- Customer strategy
- Customer journey
- Process engineering
- CRM implementation