Accelerating change and improving customer experience for leading leading car servicing and repair group

Background

As part of wider business transformation plans, this leading automotive services group wanted to reshape its customer experience. By creating a single customer view, delivering personalised, real-time communications and better analysing customer data, the group hoped to significantly improve the customer journey and further drive sales.

In order to quickly accelerate change the group needed to better implement and integrate the marketing technology it had recently invested in (Including Pitney Bowes – Spectrum, IBM – Watson Campaign Automation and IBM Campaign) improve data capture and analysis and regain control over its customer relationship management (CRM).

The scale and complexity of this task, as well as the pace at which the group wanted to accelerate change, required access to specialist expertise and consultancy.

Solution

Impressed with its understanding of their specific challenges, the team’s knowledge and experience, as well as the hands on approach of its senior leadership, the group appointed Bench to help it meet its objectives.

“We felt that the Bench team really understood what we were trying to achieve straight away and we especially liked that fact that the senior experts at Bench were so involved in the project,” says the Marketing Director. “The depth of the expertise they demonstrated right from the start made us feel that we were in incredibly safe hands.”

Taking an agile and iterative approach, to demonstrate value early on in the project, the Bench experts focused on creating a single customer view, and integrating this with marketing campaign tools to enable personalised and relevant communications to customers.

The Bench experts worked as an extension of the group’s team, to implement and integrate two overarching technology solutions the group had previously invested in.

Pitney Bowes Spectrum was implemented to enable a single customer view. This included validating and improving data quality, establishing a single point of truth for customer records and integrating with IBM Watson Marketing.

IBM Watson Marketing was also implemented and integrated to enable omni-channel campaign management. This takes advantage of the entire suite of IBM tools, including IBM Campaign to design, execute, measure and analyse outbound marketing, IBM Interact to deliver personalised messages in real-time, IBM Watson Campaign Automation, to manage all aspects of email communication and IBM Cognos for customised reporting.

In addition, Bench undertook a programme of work to better equip the in-house team with the skills and capability to use this technology more efficiently going forward.

Outcomes

To fit in with the group’s ambitious timeframes, Bench condensed the 3 year programme into just 12-months, which has seen the Bench team drive rapid and effective change.

The group has moved from a situation where its CRM campaigns were externally managed, it had restricted marketing and data functionality and limited analysis capability. Now, it has taken back control of core marketing functions in-house, increased data capture and improved customer experience through real-time, relevant messaging.

Bench has not only been pivotal in delivering massive cost savings to the group, it has also allowed it to increase incremental revenue. In addition the Bench experts have enabled the group to realise the investment it made in data and marketing technology and given the in-house team the tools to better control and improve their customer experience going forward.

“The results the Bench team have helped us deliver are outstanding. They have not only enabled us to drive hugely increased value from our technology investment, they have also given us the internal capability to consistently deliver better customer experiences. Everything Bench has delivered has allowed us to make money, save money, take control and enhance our brand,” concludes the Marketing Director.

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We felt that the Bench team really understood what we were trying to achieve straight away.
Marketing Director - Automotive Services Client

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