Renault to roll out Salesforce globally to put it ‘in the drivers' seat for change'

Renault's will use a combination of three Salesforce products to link dealerships with customer information for better service

Renault is in the midst of a global roll-out of Salesforce to be completed by March 2015, the automotive's digital and CRM manager revealed at Salesforce's flagship conference in San Francisco.

The Salesforce deployment is part of Renault's digital and CRM strategy, a channel that makes up ten percent of Renault's overall sales.

Laurent Laporte, Renault's director for call centres and CRM said that the 116-year-old carmaker had been "too distant and too transactional" towards its customers, and that integrating its legacy mainframes and regional CRMs was the next step to "leverage data for a better service".

He added that this global roll out would place "Renault firmly in the drivers' seat of change", to compete with other manufacturers for the best customer service.

Renault will integrate 34 countries' marketing, 5,000 dealer management users, sales performance, 10,000 call centre seats and its My Renault digital customer portal systems into a centralised Salesforce platform by March 2015, Laporte said.

It hopes this will give employees real-time information about website visitors, lead generation events such as interest in test drives that are consolidated by region, turning its 10 million annual leads into sales, while connecting with customers at the same time.

The project, named R-Force, uses three Salesforce products including the Service cloud, Marketing cloud and Partner Community.

Speaking at the Dreamforce conference, Renault's IT manager Nelson Andrade and Laporte demonstrated how R-Force is already working in Brazil, where the product was first rolled out.

R-Force will shadow a potential customer from choosing their first car to re-purchasing a second model several years down the line. The Brazilian 'org', which is an environment that connects a company to a partner on a multi-tenant platform, also uses the CRM for customer satisfaction for car maintenance.

In this instance, a Renault call centre will receive a notification about a Facebook or Twitter post from a customer with a complaint or query, and their dashboard will show their history, so the call centre employee can add to the case notes.

After dealing with the complaint either through social media or over the phone, Renault can contact the customers' closest dealership directly and instantly through its salesforce dealer management system integration, allowing a dealership employee to view the same dashboard. The customer query is then left with the dealership, who will update information and potential vehicle issues on the CRM and then notify Renault of the outcome. Once the query is rectified, Renault's CRM will send a customer satisfaction survey directly to the customer to get feedback.

Renault currently uses four separate orgs to integrate with its dealerships across Europe but hopes to move it to a single unified environment as it continues the Salesforce deployment, Laporte said.

The R-Force CRM platform will also be used for test drive information, IT manager Andrade said. Renault can send information about a potential customer through its online test drive booking system to a local dealership, allowing the dealer's sales team to contact the customer for reminders about their appointment and to follow up after their test drive.

Andrade said: "This way we understand that we have a single solution for questions that really matter for our customers, when and wherever they are."

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...

rush essay reviews

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