BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company

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BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company
BE BENTLEY,
                                    NOT AUDI
                                   ARE YOU TAKING ADVANTAGE OF
                                   DIGITAL CUSTOMER INSIGHTS?
                                   Josh Coleman, Casey Lyons

How can a company leverage data to optimize its sales strategy? With the market flooded
with buzz words like digital transformation, integrated marketing strategies, and automation,
many companies aren’t sure where to focus their digital sales efforts. The crux of it is that
companies with powerful customer insights derived from accurate, timely, and detailed data
seize advantage over their competitors and become market leaders.

Take Bentley Motors, for example. While the rest of the automobile industry struggled
through the pandemic, Bentley Motors gained market share and grew demand through the
turbulence. How did an automobile manufacturer reliant on high-priced, discretionary goods
rapidly evolve its digital tactics to grow when everyone else was shrinking? It focused on
analytical customer targeting. Precisely, Bentley executed three critical initiatives: (1) 360-
Degree Customer View, (2) Increased Targeting Granularity, and (3) Propensity-to-Buy
Assessments.
BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company
(1)360-Degree Customer View: Leveraging
           Accurate, Up-to-Date Buyer Information            Understanding your customer
           across the Organization
                                                            from every angle allows you to
           Bentley     doesn’t     isolate    customer        carry out sales efforts more
           information across organizational functions.    granularly than ever before. Such
           Instead, customer service and sales reps use    information may shift your pitch
           Salesforce’s Sales Cloud and Service Cloud
           to view individualized customer information
                                                             just enough to convince that
           on one integrated dashboard.                     customer to make a purchase.

           The housing of detailed customer records,
           purchasing information, previous inquires,
           lead sources, and other consumer details in     (2) Increased Targeting Granularity: Using
           one place allows Bentley teams to drive real-   Customer Data to Target Consumers When
           time sales decisions using data from across     They’re Ready to Buy
           the organization. Any time a potential buyer
           walks in the door, the sales team can quickly   At Bentley, customer interactions aren’t by
           access their unique customer data. Take a       chance. Through marketing cloud integrations,
           customer who had recent online inquiries on     Bentley tailors customer interactions and
           specific models, such as SUVs – they are        delivers personalized customer journeys based
           immediately assigned a salesperson with a       on interests and past experiences. These
           better grasp of SUV models to close the deal    journeys ensure that Bentley contacts its
           quickly and efficiently.                        customers when they’re most apt to respond.

           Understanding your customer from every          Bentley also uses lead management processes
           angle allows you to carry out sales efforts     such as lead scoring and next best action to
           more granularly than ever before. Such          continuously inform reps on how to engage and
           information may shift your pitch just enough    maximize conversion. Knowing when and how
           to convince that customer to make a             to engage with customers is a challenge, but
           purchase.                                       companies, like Bentley, can leverage existing
                                                           customer data to target consumers at the right
                                                           time and in the right way. It makes a lot more
                                                           sense to send lease customers communications
                                                           about new vehicles nearer to the end of their
                                                           lease term than a few months into their new
                                                           lease.

                                                           Tracking customer engagements also provides
                                                           sales teams insight into when and how to make
                                                           the next move, whether through a custom email
                                                           or direct phone call.

© Copyright 2021. Treacy & Company. All rights reserved.
BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company
Digital accelerates the systematic collection of                          You     can   even      create      propensity-to-buy
       detailed market data to profile individual customer                       assessments where you use client information to
       needs, assess internal and external influencers,                          determine which customers are predisposed to
       measure customer perceptions of value, and                                purchasing. A holistic customer view and granular
       monitor performance. It would be best to                                  customer targeting only make these assessments
       document each action taken by a customer and                              more accurate.
       use the data to inform your sales team’s next
       move.                                                                     Digital technologies, including digital service
                                                                                 management platforms like the ones Bentley
       (3) Propensity-to-Buy Assessments: Leveraging                             uses, are currently changing how companies
       Analytical Tools to Collect Real-Time Customer                            market and sell their products. If you, like Bentley,
       Information                                                               focus   on    increasing     targeting      granularity,
                                                                                 integrating customer information, and leveraging
       Bentley knows that customer targeting doesn’t                             data to engage with consumers, you too will seize
       stop at initial engagement. It understands that                           your competitive advantage.
       recording data and information about a customer’s
       records, questions, and interests is much more
       important beyond the initial pitch. Post-purchase,
       Bentley uses sales analytics and other platforms                          About the Authors
       such as MuleSoft and Tableau to integrate
                                                                                                Josh Coleman is a partner in our
       customer data and inform future marketing
                                                                                                Chicago office. You can reach him at
       campaigns. Using these tools, Bentley determines                                         JColeman@Treacy.co.
       the      perfect       moments           to     trigger    campaign
       outreach based on new promotion and client
       behavior.

                                                                                                Casey Lyons is a Senior Analyst in our
       Leveraging           consumer          information        is   critical                  Chicago office. You can reach her at
       throughout the consumer life cycle, and if you do it                                     CLyons@Treacy.co.
       right, you can extend that life cycle indefinitely.

© Copyright 2021. Treacy & Company. All rights reserved.
BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company
1.   “How Bentley Motors Is Reimagining Its Customer Experience for the Next 100 Years”, Salesforce.com,
     https://www.salesforce.com/resources/guides/bentley-reimagining-customer-experience/
2.   “Bentley Motors Reimagines the Future of Luxury Mobility Experiences with Salesforce, Salesforce.com, last
     modified December 2, 2020,
     https://www.salesforce.com/news/press-releases/2020/12/02/bentley-motors-reimagines-the-future-of-luxury-
     mobility-experiences-with-salesforce/
3.   “Bentley Motors Accelerates Growth Through Connecting Customer Data”, Salesforce.com, last modified
     December 2, 2020,
     https://www.salesforce.com/blog/bentley-motors-connecting-customer-data/
4.   “Bentley Motors Reimagines the Future of Luxury Mobility Experiences with Salesforce”, Martech Series, last
     modified December 2, 2020,
     https://martechseries.com/sales-marketing/crm/bentley-motors-reimagines-future-luxury-mobility-experiences-
     salesforce/
5.   “Bentley drives off with Salesforce”, Enterprise Times, last modified December 4, 2020,
     https://www.enterprisetimes.co.uk/2020/12/04/bentley-drives-off-with-salesforce/
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