GLOBAL AUTO MANUFACTURER
Leading global auto manufacturer takes a modern, customer-first marketing approach
Credera partnered with a global auto manufacturer to implement a modern, customer-first marketing strategy, aimed at efficiently executing scalable, customer-centric marketing in line with the client’s vision.
At a Glance
A global auto manufacturer faced challenges with disjointed customer communications, a lack of customer-centric campaign strategy, inefficient campaign processes, and weak governance. Credera partnered with the client to assess customer relationship management (CRM) capabilities, map the technology architecture, make strategic technology decisions, and develop an operational model. Within eight weeks, Credera delivered a three-year CRM transformation roadmap, provided recommendations for optimizing the technology stack, proposed a future state operating model, and presented over 25 operational improvements. This partnership aimed to support the client's vision of efficiently executing customer-centric CRM marketing at scale.
The Challenge
Overcoming fragmented communications and inefficient marketing practices.
The global auto manufacturer faced significant hurdles in delivering a cohesive customer experience due to four distinct legal entities and multiple brand teams communicating with a shared customer list. This fragmentation resulted in a poor customer experience. Additionally, the campaign strategy lacked customer centricity, relying on a 'batch-and-blast' approach rather than modern, journey-based marketing practices. The process to develop and deploy new email campaigns was inefficient, taking over 10 weeks. Furthermore, operations were hindered by multiple redundant platforms, a roster of more than 10 partners, and weak governance, all contributing to operational inefficiencies.
The Solution
Comprehensive CRM assessment and strategic technology alignment.
Credera conducted a comprehensive assessment of the client's CRM capabilities, mapping the technology architecture and identifying key challenges across technology, data, customer research, and operations. Within an eight-week period, actionable recommendations were provided to address these challenges. Credera's MarTech experts supported the client's leadership in making strategic technology decisions, such as platform consolidation. Additionally, Credera consultants facilitated over 15 workshops to develop an operating model that aligns communications with the customer journey and maps the end-to-end email campaign process.
The Results
Transformative roadmap and operational excellence.
Credera delivered a comprehensive three-year CRM transformation roadmap designed to support the client's vision of becoming a best-in-class CRM organization focused on the customer. The team provided recommendations for optimizing the existing technology stack in the short term and proposed an ideal future state operating model to enable relevant, impactful, and coordinated communications across the enterprise. Additionally, Credera presented over 25 operational recommendations aimed at decreasing the time to market for email campaigns.
Related case studies
Contact Us
Ready to achieve your vision? We're here to help.
We'd love to start a conversation. Fill out the form and we'll connect you with the right person.
Searching for a new career?
View job openings
