Jaguar Land Rover South Africa elevates customer experience with new journeys
Jaguar Land Rover is a British automotive company headquartered in Whitley, Coventry, UK. It is owned by the Indian company Tata Motors and specializes in premium cars and four-wheel drive vehicles. Jaguar Land Rover South Africa (JLR SA) supplies Jaguar, Land Rover and Range Rover vehicles in South Africa, with over 30 dealerships and service centres throughout the country. As a premium brand, Jaguar Land Rover does not only aim to deliver top quality cars, but also understands the importance of overall Customer Experience that they provide. And to provide the best service quality, Jaguar is relying on Salesforce.
JLR SA implemented Salesforce Marketing Cloud to automate and streamline their marketing communication and aftersales customer care. The core implementation project ran from March 2019 till the end of 2019. For 2020, JLR SA extended the project and engaged the services of Merkle (previously known as Isobar Switzerland) to implement new custom features and develop new journeys that enhance customer experience through personalized communication.
A newly designed customer journey focuses on clients who come to the brand for the first time. As part of their owner experience, they receive a personalized email which welcomes them to the brand and includes a special 'welcome voucher' for half-day drivers' experience in the Brand Experience Center (BEC). Another type of personalized messaging includes a 'Happy Birthday' email communication. Customer data collection is facilitated using SFMC lead forms throughout all touchpoints. This ensures that all the data is collected in a single location, providing complete overview of all interactions, and enhancing lead management journeys.
Another important customer journey is integrated with the brand's financial services and aftersales. For customers who are using a particular financing method, a dedicated end-of-term communication is sent out before the financing is over. This personalized communication offers additional purchase options or expansion of the current financing plan. A similar process is used for the brand's aftersales service, where customers whose care plan is about to expire are informed about additional options for extending the plan.
As part of customer communication, there is also a satisfaction survey included in emails and on landing pages. The survey allows the customers to rate their purchase experience and service experience and provide valuable feedback to JLR SA. The feedback is then collected and used to calculate NPS index, and the mechanics of the emails are specifically crafted to increase open rate and CTR and reduce bounce rate and unsubscribe rate. JLR SA is also able to track the type of submission (email-based and landing page-based) through Marketing Cloud.
"I enjoyed our project experience with JLR SA," says Ekaterina Obolenskaya, Lead SFMC Consultant at Merkle. "During my work on their marketing process automation and campaign implementation, I was positioned rather as a part of their internal team than an external consultant. Our focus on delivering results and driving the strategy together was key to this achievement."
"We believe our partnership with Merkle has unlocked potential within our communication strategy to strengthen customer engagement and relationships," says Linda De Vos, CRM Manager at Jaguar Land Rover. "With 17 automated campaigns live, we are focused to expand our journeys to include prospective buyers with targeted relevant communication."