How PaaS is helping Volkswagen to deliver customer leads on mobile

OutSystems provides the platform that enabled the rapid deployment and release of a new application to distribute leads to dealers

The rapid adoption of mobile devices has led many organisations to accelerate plans for content delivery via apps and optimised Web pages. For marketers, however, even the limited fragmentation of mobile operating platforms has created a headache around developing multiple variations for different operating systems and form-factors.

US-based software company, OutSystems, is one of the companies hoping to ease this problem through a platform-as-a-service (PaaS) approach. This lets organisations develop applications which immediately adapt to the form-factor of the user’s device for any mobile platform.

PaaS is different from other software development solutions in that it provides both the computing platform as well as the entire software stack required for developing and integrating solutions. Google’s App Engine, Microsoft Windows Azure and Salesforce.com’s Force.com are other examples of PaaS.

For Volkswagen Australia, OutSystems provided the platform that enabled the rapid deployment and release of a new application to distribute leads to the company’s dealer network.

According to Volkswagen’s customer engagement manager, Craig O’Donnell, the OutSystems solution integrates directly with his company’s existing Onyx-based CRM systems and provides dealers with an easy-to-use means to work with those leads.

“It’s a platform that a dealer logs in to and will receive a lead from our website,” he says. “What it enables us to do is see and track how the dealer interacts with those leads. So in a really simple way we can see the metrics around what is going on and access more in-depth reporting about what is happening with those leads.

“It definitely helped us solve an issue. It’s a very easy-to-use platform, very straightforward, very self-managing.”

The deployment and integration work for Volkswagen was handled by its technology partner, extend.IT Australia.

Extend.IT’s managing director, Peter Drum, says his firm has been working with Volkswagen since late 2009, and has been involved in the broader dealer CRM project since 2011. Hence it was natural for them to play a role in extending that platform out more easily to the carmaker’s dealers.

“We were looking at possible platforms we could use to meet our criteria for the application,” Drum says. “We were particularly interested in being able to support different devices. The agile concept was also key to what we wanted to do as well - to be able to deploy and then rapidly innovate as time went on.”

Drum evaluated a number of platforms before settling on OutSystems.

“It’s very good, and very flexible,” he says. “It didn’t have a very big learning curve and was able to satisfy some of those core criteria.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in