On the other hand, the fact of having become a mobility solutions provider with business models such as subscriptions has meant that the company not only has opened up the range of competitors and stakeholders, but also the KPIs to handle with, implementing others more used in industries such as banking or telecommunications, such as Customer Lifetime Value, Average Revenue Per User (ARPU), etc.
The head of Transformation & Strategy indicates that "the way of doing marketing has changed dramatically because now we know our customers better, we communicate more and through more channels, being 100 percent omnichannel". It has even created virtual dealerships for all its brands of vehicles in the different countries where Astara operates, being possible both to buy and subscribe online.
The transversal approach is absolute and Rodríguez shows it citing as an example "how we have managed to involve all the company's departments in customer service", taking into account that now a customer can have different profiles as he uses multiple services simultaneously. Thanks to the new platform, in the last year indicators such as the Customer Acquisition Cost and the Conversion Rate have improved by an average of 20% and 30%, respectively.
Navea does not hide its satisfaction when highlighting that "since we started using Salesforce we have multiplied the company's turnover by five", and only in the last four years has the global Opex been lowered by two points.