Data-driven Automotive:
Enabling new services & experiences
We partnered with a multi-brand automotive group to reshape their customer experience and data management strategy. Recognising the need to innovate their business model and customer engagement across all channels for maximising customer lifetime value, the group had previously invested heavily in a Customer Relationship Management (CRM) initiative which was not successful. Recognising the potential value, the company decided to reinvest, intending to properly rebuild the strategy from scratch.
at a glance
Company Size
global company
Location
DACH region
Period
01/2018 - 06/2018
Industry
Automotive
Main Services
Customer Data Strategy
Collaboration Project
Revolutionizing customer experience
through 360-degree customer view
01
Challenges
- Inconsistent Customer Experience: Difficulty in delivering a uniform experience across brands and channels can lead to customer dissatisfaction.
- Ineffective Personalization: Limited customer understanding hampers personalized service delivery and recommendations
- Suboptimal Marketing Strategies: Lack of customer behavior insights across touchpoints can lead to ineffective marketing campaigns
- Inefficient Data Management: Fragmented customer view complicates data integration and analysis, leading to inaccurate insights
- Limited Cross-Selling and Upselling: Without a full customer view, identifying cross-selling and upselling opportunities across brands becomes challenging
02
Procedure
- Vision Design: A unified vision for customer experience and data management was established, aligning across all brands and setting the foundation for the strategy
- Design of the Target Picture: A solution was crafted that provides a 360-degree customer view across brands within a market, enabling a comprehensive understanding of the customer journey
- Design of the Technology Toolbox and Playbook: A technology stack and implementation playbook were developed, catering to the unique needs of each brand and their retailers, ensuring seamless integration and usage
- Design of the Operating Model: A global Center of Excellence (CoE) structure was defined and necessary skills were identified for a global rollout, establishing the mechanism to execute the strategy
- Market Prioritisation and Roadmap: A market readiness assessment was conducted to gauge existing capabilities, and the first wave of implementation was planned, setting the course for future action and prioritisation
Results
- Unified Vision: A shared vision for customer experience and data management across all brands
- Customer View Blueprint: A plan for a 360-degree customer view across brands
- Tech Toolbox and Playbook: A guide with relevant technologies and an implementation strategy
- Operating Model: A global CoE structure and identified skills for global rollout
- Market Prioritisation and Roadmap: A market readiness assessment with a prioritized roadmap for implementation
Project Highlights
01
Established a common shared vision around the customer management across all brands
02
Designed a comprehensive customer view solution and defined the ready-to-implement toolbox
03
Defined a global CoE structure and identified existing and necessary skills
Ready to build your
Data-driven Future?
HYGHT has a wealth of experience in data strategy. Have a project in mind or want to discuss your current challenges?
