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? 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.
(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.
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.
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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