Seeking modern luxury? Jaguar Land Rover New Zealand delivers.
Find out how Jaguar Land Rover New Zealand uses data to future-proof customer loyalty.
As British multinational automobile manufacturer Jaguar Land Rover (JLR) reimagines itself for the future, its New Zealand distributor has embarked on its own transformation. Founded in 2006, the independent company imports Jaguar and Land Rover vehicles and manages distribution across a network of eight retailers up and down the country. It also manages all aspects of the customer lifecycle; from the point a customer visits the website or a retailer to when they’re ready to make their second or third purchase.
The company has turned to Salesforce to better understand customers and provide them with experiences that reflect the modern luxury of JLR’s House of Brands—including Range Rover, Defender, Discovery, and Jaguar.
1. Increases efficiency by connecting business on one central platform.
While JLR New Zealand manages sales, service, marketing, and distribution of vehicles and parts across the country, it operates with a small team and relies on technology to scale. It initially brought in Sales Cloud, Service Cloud, and Marketing Cloud to efficiently track opportunities and nurture customer relationships.
Used globally by JLR, Sales Cloud has made it easier for the New Zealand business to track and analyse performance. With a single dashboard, they can see sales funnel metrics such as the number of leads who complete a test drive and go on to make a purchase. They can also more easily identify and act on neglected opportunities and understand and address the reasons for any cancelled orders.
Service Cloud integrates with the business’ Dealer Management System (DMS) to trigger service reminders and post-service NPS surveys while Marketing Cloud powers broader engagement strategies.
“With Marketing Cloud, we’ve built up our in-house marketing capabilities and reduced our reliance on agencies. We’ve also dipped our toes into the personalisation space with automated journeys based on customers’ behaviour,” said Roe.
JLR New Zealand has achieved email open rates of more than 55% with more personalised communications. The business plans to use Data Cloud for Marketing to further tailor journeys based on attributes like customer loyalty and the personality of its brands.
2. Unifies customer data to build lasting relationships.
As part of its reimagining strategy, JLR is creating distinct experiences for each of its brands. For each brand and model, Data Cloud will unify a dozen different data sources to provide a complete view of each customer. This will support advanced segmentation, modelling, and personalisation.
Consider the evolution of the Jaguar brand as a case in point. JLR globally plans to become carbon net zero by 2039 and to reinvent Jaguar as a pure-electric brand from 2025. To prepare for this change, JLR New Zealand needed a deeper understanding of its current Jaguar clients.
“The new Jaguar lineup will be very visionary and a copy of nothing else. If we can understand our customers’ motivations to buy a Jaguar in the first place, we can better wrap our arms around them and maintain their loyalty throughout the brand’s reinvention,” said Roe.
Data Cloud allows the business to identify all the different types of Jaguar owners there are and create tailored journeys that nurture each one to a successful brand migration outcome. That outcome may be the sale of a new Jaguar or engaging with another brand in the JLR family.
According to Roe, every brand the company manages requires that level of insight and experience curation.
“Data Cloud plays a crucial role. Without the ability to unify and analyse our customer data at the individual level, we simply wouldn’t be able to deliver the personal, modern luxury experiences our customers will demand.”
3. Optimises data quality for AI readiness and more valuable insights.
JLR New Zealand anticipates Data Cloud will help it deliver more personalised experiences across all its brands and improve return on ad spend by better targeting its ideal customers. It could also provide data for future AI use cases.
Data quality is key which is why the business has been working collaboratively with its retailers to ensure the right data is collected from the start. This has involved establishing a joint understanding of why data is fundamental to JLR’s strategy and how it impacts on the customer experience.
“We see AI playing multiple roles in our business, from automating common tasks to helping us pinpoint when and how to reach out to customers to trigger a re-purchase,” said Roe. “As we produce richer and more valuable customer insights, it will also help us reinforce a cycle of continuous improvement and ensure return on investment from each and every customer touchpoint.”
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