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Aston Martin personalises customer experience with Salesforce CRM

Scott Carey | Oct. 12, 2016
Aston Martin has replaced its ageing customer relationship management system with Salesforce's cloud platform in order to improve personalisation of services for customers.

"That data has to sit somewhere and that is where Salesforce comes in, learning passion points and deep levels of data. Now Einstein could help us to predict their future behaviour - not just to sell cars, but [for] future experiences."

Digital channels

Balmer admitted that they are still limited in their reach to customers through digital channels.

"We are still largely email marketing-based," he said. "SMS is something we are looking at, and things like WeChat and Weibo accounts in China, because email marketing isn't a strong channel in Asia, which is a big market for us."

As a luxury retailer though there are concerns around text messages as a channel, as Balmer said: "We like to come across in a more polished way so maybe SMS is too quick and cheap, so we have to find a balance."

One way Aston Martin could use SMS is to trigger a customer survey to be sent out whenever someone comes in to pick up a car. This would trigger an alert in Salesforce and prompt automated marketing, setting a threshold for customer satisfaction around that process. The company could then jump on any low scores they get back from the survey.

 

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