Decades of systemic OEM dependency and old retail system landscapes have led many car dealers into a dead end: Their turnover is stagnating also because new customer acquisition and existing customer management are still organized on the technical level of the 2000s. Furthermore, the previous sector solutions can not even map future high-turnover business - for example the eco-systems relating to electro-mobility and car-sharing services. At the same time, customer demands on products and services are increasing, while the loyalty to brands and established dealers is decreasing. Substantial support from the OEMs can in the meantime not be expected. The car trade must therefore itself take care of a renewal of its IT landscape, in particular of the CRM systems. Multi-brand dealers in particular have previously suffered from not having access to a central, cross-brand CRM system.
A needs-based and efficient customer approach requires a uniform 360-degree view of the customer. For this purpose, modern CRM solutions aggregate all relevant data that arise along a customer journey: Data from transactions, activities, reactions to campaigns, interactions in the web, newsletters read, demographic and other information. Of special importance for the car trade is the merging of the master data of various brands as well as the data from sales and service. Ideally, an all-encompassing retail data lake will be created, which will become a reliable source (single point of truth) for existing customer management. One solution for this is the Salesforce Hybrid Automotive Retail Platform (SHARP).
In our MHPDeepDive "Collecting the data treasures of the car trade together – with SHARP", we will present the Salesforce Hybrid Automotive Retail Platform. We will show how optimum existing customer management is created across brands – and how the requirements of future business models can be fulfilled. In this connection, we will not neglect the cost side, and describe how the investment pays off by means of improved efficiency and savings in redundant systems and processes.
What awaits you in the MHPDeepDive:
- We will show what optimum existing customer management in the automotive retail trade can look like.
- You will find out about the potential of the solution Salesforce Hybrid Automotive Retail Platform (SHARP).
- We will thus present a way to achieve strategic emancipation from the manufacturer ("Own your customer").
Speaker:
Peter Caracciolo
Partner, Digital Enterprise (CDE)
Stefan Krey
Manager, CE Strategies (CST)
