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CLIENT CASE STUDY


Luxury car manufacturer: Driving growth with a holistic view of the customer and sales performance

New Salesforce® solution helps luxury car manufacturer and dealers stay in sync throughout the sales cycle.

Overview

A leading luxury car manufacturer collaborated with Accenture to help preserve its unique customer experience as the company grows and expands in new markets. Together, they are implementing Salesforce Sales Cloud® and Service Cloud® and new supporting business processes that give everyone in the company’s headquarters, regional offices and dealerships an integrated, 360-degree view of the customer.

The new tools and automated processes allow marketing, sales and aftersales teams to provide customers with relevant content in their preferred channel at the right time. The solution also lays the foundation for analytics and even greater customer personalization using digital tools.

With a holistic view of its customers and sales performance, the company can improve market responsiveness, sales productivity and growth.

Opportunity

The luxury car manufacturer has ambitious growth goals and is entering new customer segments, which makes gaining a greater understanding of the customer critical. It was imperative that it enable greater customer personalization and track interaction points to meet evolving customer expectations and preserve its unique customer experience as it grows. It required new supporting tools and processes to follow the customer throughout the sales cycle—including all digital media. The company collaborated with Accenture on a sales and CRM solution that offers a complete view of the customer across headquarters, regional offices and dealerships.

Solution

The company and Accenture are developing and rolling out Salesforce Sales Cloud and Service Cloud solutions. Oracle Eloqua software is also helping the company automate and personalize its marketing campaigns. To support the new solution, the Accenture team redesigned its business process framework. The easily scalable, standard solution is being rolled out globally in an aggressive timeframe. The Accenture team is collaborating closely with country teams to make the solution locally relevant, as well as conduct training.

With the help of the solution, the company can funnel qualified leads globally from different customer engagement channels to the right people in its dealer network. Every user—from the call center, headquarters, subsidiaries and dealers—sees the same customer and sales information, whether via computer or mobile device, and changes made in real-time.

Results

With the new solution, the company can increase customer leads and meaningful touchpoints across channels to improve sales and preserve its unique customer experience as it grows. An integrated, 360-degree view of the customer allows the company and its dealers to stay in sync throughout the customer journey. With the help of the new tools and automated processes, sales teams can focus on personalized sales and marketing campaigns through the customer’s preferred channel. With data dashboards, the company can also monitor performance at the dealer, market and global levels for swift decision-making.

The solution also lays the groundwork for analytics to support even greater customer personalization using digital tools. By gaining a clear picture of its clientele and sales performance, the company can improve market responsiveness, sales productivity and growth.

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