Today's customers have high expectations. They have become used to doing business with best-in-class organizations and expect any company they interact with to give them the same great experience of great brands like Amazon and Zappos. In order to succeed, organizations need to make sure that they are delivering the best customer care possible, making the experience memorable for customers and enticing them to go back to do business with that firm and recommend it to others. Forward-thinking business leaders are cognizant that the experience they deliver to both customers and prospects will make a difference between a closed sale or a disappointed customer who will never do business with that company again.
Auto company Porsche AG, the winner of the Sales Force Effectiveness category in the Gartner & 1to1 Media CRM Excellence Awards 2013 in the EMEA and Asia Pacific region, is a firm believer in the importance of delivering the best customer experience throughout the entire customer journey, starting from the first moment of interaction with the brand. In line with its corporate objective of value-creating growth, the German company wanted to refine its sales process, allowing the brand to interact with customers with relevant and personalized communications over various touchpoints at different points in their purchasing journey.
In order to achieve this objective, in 2010 the company embarked on an ambitious project to optimize the utilization of every sales opportunity and at the same time promote customer care through an improved service quality. This included pairing each customer with a sales contact person who can help and guide the customer throughout the vehicle acquisition process.
Another objective was to reduce the number of unattended sales opportunities, but leverage each customer contact as a way to build a relationship with the client. Porsche developed a global CRM system to bring together customer contacts and information from different channels, allowing the company to carry out the necessary follow-up activities and create personalized interactions tailored to the individual customer's exact needs.
Porsche launched the pilot project in Switzerland at the end of 2010, and started rolling out the system globally in 2011. In 2012, the first full year that the initiative was in operation, the company saw a two-point increase in its purchase satisfaction index while CRM-based sales follow-up activities went up by 70 percent.
Porsche's results clearly show that customers value organizations that deliver best-in-class service. In a competitive environment, only these organizations will remain successful and be able to beat the competition.
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