Aston Martin gears up for growth with Salesforce
Project Achtergrond
In March 2016, the company unveiled the DB11, which brings together everything that Aston Martin stands for – exceptional design, excellent performance and timeless luxury. The DB11 is the first product to be launched under Aston Martin’s Second Century plan, a six-year roadmap to create a highly valued global luxury brand. “We no longer base decisions on our opinions;we base them on what our customers and business data tells us,” said Palmer. “With Salesforce, we can discover new insights into customer behaviour and our brand that will accelerate growth.” To unlock these insights, Aston Martin first needed to bring all its customer and sales data together – not just from its own business but also from across its global dealership network. The iconic British brand collaborates with more than 150 dealers in 40-plus countries to sell and service its luxury sport cars. “We had various systems, surveys, and datasets but they weren’t connected, so there was no single view of a customer,” explained Dan Balmer, Director Global Marketing at Aston Martin. “People had to ask for information, and it could take days or weeks to get it.” The information gap between Aston Martin and its 150 dealers meant there was no end-to-end view of the sales cycle. “We didn’t know if a new lead went on to become a new customer or not,” added Balmer.
Probleemstelling van het project
“We had various systems, surveys, and datasets but they weren’t connected, so there was no single view of a customer,” explained Dan Balmer, Director Global Marketing at Aston Martin. “People had to ask for information, and it could take days or weeks to get it.” The information gap between Aston Martin and its 150 dealers meant there was no end-to-end view of the sales cycle. “We didn’t know if a new lead went on to become a new customer or not,” added Balmer.
Technologische innovaties
Cloud
Doelstelling van het project
Introducing new ways of working is just the tip of the iceberg for Aston Martin it also wants to embrace new ways of connecting with its customers. “Our customers expect a personal experience that singles them out as individuals,” explained Bowmer. “With Marketing Cloud, we’ll be able to create dynamic and unique content for both customers and prospects.” For example, when a warranty expires, Aston Martin will be able to use this as an opportunity to re-engage with customers. It is already using the Social Studio module within Marketing Cloud to listen and analyse conversations about its cars, services and brand. “With Salesforce, we have the insights we need to drive greater revenue generation and a deliver richer customer experience,” said Balmer. In the future, Aston Martin plans to use Sales Cloud to capture customers’ ‘passion points’, such as fine wine or philanthropy, to help personalise existing relationships even further. It also wants to introduce a new customer community where people can update their own passion points, create a virtual garage for their cars, and engage with the company. “Our customers already have an emotional connection with us, and Salesforce will help make those connections even stronger,” said Palmer. “The more satisfied a customer, the more likely they are to recommend us and that is more powerful than any advert.”
Technology Providers
Salesforce