Vindis Group is miles ahead of the competition with Automotive Cloud
Vindis 360: a single view of the customer.
Finding a partner that talks the talk.
When Vindis Group went to market to find a new platform, it was flexibility and innovation that made Salesforce stand out.
“Salesforce has a vision to transform the automotive industry. We could see how connecting our ecosystem would create efficiencies and a fantastic customer experience,” said Toop. “The agility of the platform gives us a foundation we can build on, which is worlds apart from our legacy environment.”
Vindis Group also liked that other industry players, such as their original equipment manufacturer (OEM), are Salesforce customers too. In a sector that relies on seamless interactions between multiple partners, having a common platform will be a big advantage and open up more opportunities in the future.
To help with the implementation, Vindis Group worked with Feasa, the partner of choice for automotive companies using Salesforce.
“The Feasa team were fantastic from day one. They helped us navigate the platform and advised us on best practices,” said Peter Martin-Jones, Head of Marketing at Vindis Group. “We’re experts on the automotive industry, not technology, so having someone who spoke our language was a real benefit.”
Together, the team implemented Automotive Cloud with Marketing Cloud to personalize customer journeys. With support from Feasa, the platform was ready to use in just three months.
“Feasa are delighted to work on this amazing transformation project with Vindis Group, and to deliver one of the first implementations of Automotive Cloud for Salesforce. From the start, Vindis Group wanted us to take a complete landscape view to design and deliver a roadmap that would be a foundation the business needed to respond to their customers’ needs, drive efficiencies, and reduce costs,” added Drew Tyrrell, Director at Feasa.
Getting started with Automotive Cloud.
The Salesforce transformation is one of a number of projects Vindis Group is running to improve the customer experience. It’s also launching a new website, ecommerce journey, and online self-service functionality to book cars in for a service or maintenance, while migrating data held in its document management solution to Salesforce.
This will be a significant win for the company. Previously, it needed to run processes overnight to pull together datasets to uncover insights. With Salesforce, real-time data will be accurate, available, and actionable at the tap of a button.
One of the first processes it moved to Automotive Cloud is the aftersales contact center They had multiple platforms they had to check to engage with customers. Now the Vindis 360 Console combines customer, vehicle, OEM service reminders and maintenance together to allow the team to see a holistic view of the customer. Automotive Cloud is already driving real efficiencies across the team with faster and better customer touchpoints, plus significant reduction in manual data preparation tasks and dynamic real-time dashboards.
“We’re starting to use Automotive Cloud to make processes more efficient. We’ll be onboarding more teams and automating elements of the customer journey to make it faster and more efficient, and to give them more options on how to connect with us,” said Martin-Jones. “It’s exciting to see how much impact those small changes will have on user satisfaction.”
Simplifying the customer journey is always front of mind. Other processes to be improved include adding a button to request a call back on the website, which will be routed to an agent along with details of whether the customer is interested in sales, services, or specific offers.
Putting customers in control of their marketing journeys.
Vindis Group has swapped mass mailing for personalized, trigger-based journeys in Marketing Cloud. “Rather than mapping the customer journey to our processes, we decided to shape processes around the needs of the customer and give them greater control of marketing preferences,” said Martin-Jones.
Previously, it was difficult to segment leads and track how recipients were interacting with communications. This meant campaigns had to be broader and more generic to appeal to the widest audience, and opt-in rates were low as a result.
Capturing consent and preferences to ensure GDPR compliance was also time-consuming. With data siloed across multiple systems, the team had to manually check to make sure they were only sending communications the customer had agreed to on each channel.
Now, the customer can self-serve to manage permissions and they’re automatically updated in Salesforce. Leads are segmented, and the team can send hyper-personalized messages that are relevant, timely, and engaging. And creating those great campaigns takes 60% less time than it did previously, which is a significant productivity gain for Vindis Group.
“It would be easy to assume a customer who always favors a Golf would want to know about the latest model. With Salesforce, we don’t have to assume. That customer might have started a family and need a bigger car. If they’ve been browsing online then we’ll know that and can follow up with the right information,” said Toop.
Although it’s early days, more than 200 qualified leads were generated from the first round of testing. Retention is also expected to increase with more people choosing to opt in to marketing campaigns. This also helps Vindis Group position itself as a brand that cares about its customers, working alongside them to find the right car at the right price rather than sending messages that sound like a sales pitch.
“We’re tracking data to benchmark what good looks like. It will help us to refine our messaging and make the most of our marketing spend,” said Martin-Jones. “Next, we’re looking at how we can bring sales and marketing closer together to give customers a smoother experience.”
Taking the next steps on the pathway to success.
Vindis Group is just beginning its Salesforce journey, and the team is excited. Feasa is working alongside the company to make sure the platform can deliver more efficiency gains, and a better customer and employee experience.
“We’re still discovering all the possibilities with Automotive Cloud, and we’re thinking about aftersales. We want to make it easier to follow up on purchases and leases and put all customer, vehicle, and finance information in one place. Eventually, we could automate the trade-in process completely and give customers more options to choose from,” said Toop.
The system will also be able to proactively notify customers or staff when they have an action. For example, customers could receive texts or emails after browsing online inviting them to book an appointment at their dealership of choice. This would then trigger an automated journey to confirm the booking and generate an action for the sales representative to follow up afterwards.
“We’re exploring new ways to deliver better services with Salesforce, whether that’s smarter campaigns or by joining-up departments,” Wootton explained. “Wherever the road takes us, we know that Salesforce is on this journey with us, and Automotive Cloud will continue to get better and better at supporting our industry.”