Bentley Motors reimagines the customer experience for the next 100 years.
Luxury brands differentiate themselves with bespoke craftsmanship, customization, and service at every turn. Yet, it’s become difficult in the digital age to translate these moments into an online experience of the same caliber.
Bentley Motors has been perfecting the luxury car-buying experience for more than 100 years with handcrafted expertise. But data and systems abound across a century of business, and Bentley needed a way to not only build cleaner, more connected customer data but set itself on a path toward digitized excellence for the next 100 years.
1. Integrate for ultimate visibility
2. Build a single view of the customer.
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3. Optimize sales and service interactions.
Instead of manually processing web and social media leads, Bentley Motors now has a lead management process that can streamline and automate sales for ultimate efficiency and flow. With optimized web forms, web-to-lead processes, and built-in intelligence (like lead scoring and next best action), brand advisors can immediately act on leads, forming a relationship when prospects are most engaged.
Plus, brand advisors can easily prioritize cases, driving faster response times and improved customer satisfaction. Bentley Motors has further revolutionized its customer service by piloting a live chat tool, providing a new and convenient digital channel for customers to engage with the company in real time. Going forward, no matter which channel customers engage on, brand advisors will be able to view every service touchpoint on a single screen.
4. Personalize customer journeys.
Bentley is planning to unify, segment and activate audience data to further personalize customer experiences. Armed with a 360-degree view of each individual, Bentley Motors has endless possibilities for reaching customers on their terms. By fueling digital marketing with sales and service data, Bentley can personalize every marketing journey to improve customer engagement and drive quality demand.
Whether customers want to hear from the brand via email, SMS, web, or social media, Bentley Motors can deliver, triggering campaigns at the right moment based on customer behavior, new promotions, and so on. Some interactions (like clicking on an email campaign) also trigger lead qualification actions, such as calls or appointment requests. Bentley Motors brand advisors can then reach out to form one-to-one relationships with customers using data collected inside the new platform.