Marketing Cloud, Trailhead...
LeasePlan puts digitalisation in the fast lane with Salesforce
Self-drive. Electric. Shared. Cars and the ways we use them are constantly evolving. And that means leasing companies, such as LeasePlan, need to be ready to lead the next automotive revolution. To stay one step ahead, LeasePlan has launched a digital initiative that will help it continue to improve its customers’ journeys, ultimately delivering ‘any car, anytime, anywhere’.
“Our role is all about connecting supply and demand – whether that’s leasing vehicles, selling second-hand cars, scheduling maintenance, or simplifying insurance,” said Michel Alsemgeest, Chief Digital Officer at LeasePlan. “By creating flexible digital services and platforms, we’re able to easily adapt the business to our customers’ needs.”
Digital ecosystem enables instant customer service
“With Salesforce, we can turn our digital ambitions into reality. It will help us achieve our vision of a centralised, digital ecosystem that instantly connects our customers with the automotive services they need.”
Balancing consistency with flexibility on a global scale
From pilot project to end-to-end business platform
Global dashboards keep sales and service on track
The sales and service delivery teams have experienced the biggest transformation. As well as logging every opportunity in Sales Cloud, LeasePlan also tracks renewals, tenders, international account plans, and relationships with existing customers.
To unify data from different sales teams, LeasePlan has created global dashboards powered by Einstein. “We now have a 360-degree view of our commercial performance across every geography and business line,” explained Alsemgeest. “The Commercial VP can engage directly with sales reps at the front line via Chatter and congratulate them personally when they close a deal.”
LeasePlan’s customer support teams also have greater visibility of previous interactions and current queries. Conversations with thousands of drivers and fleet managers across different channels are all captured in Service Cloud. “We don’t want to waste people’s time asking for information that we already have. Service Cloud has transformed the relationships we have with drivers and fleet managers,” said Alsemgeest.
Better segmentation enables greater personalisation
LeasePlan is also transforming the customer relationship with smarter marketing and sharper lead nurturing. “With Pardot and Marketing Cloud we can automate the lead acquisition flow for every country to ensure nothing falls through the gaps,” said Alsemgeest.
Leads, especially those from SMEs, can then be segmented and sent targeted and relevant content. This has improved engagement rates significantly over the past two years. However, the most noticeable change has been in the quality of leads, with the number of qualified leads being passed to sales increasing significantly.
Transforming marketing with customer journeys and campaign analytics
LeasePlan is taking this personalisation one step further by creating customer journeys for enterprises, SMEs, and individual consumers. “With Marketing Cloud, we can track how different campaigns resonate with different customers, and analyse their impact on a global scale,” said Alsemgeest.
These insights have been invaluable for high-profile marketing initiatives, such as the company’s ‘What’s Next?’ campaign, featuring Richard Hammond. “Using Marketing Cloud, we were able to reach a global audience, sending out more than one million emails during the two-month campaign. Emails were personalised, and contained targeted offers relevant to individual business segments. We were able to centrally monitor open and click through rates, as well as form submissions, allowing us to see how different segments and global regions were responding to the campaign,” explained Alsemgeest.
Social Studio was also used to monitor public reaction across social channels.