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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

The advancement of AI will make most of human jobs obsolete in the coming 10 to 20 years. Protecting or try to save jobs will make the h...

vallab01

Aussie futurist: Personal AI will be a reality in five years

Read more

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

I came across this recently when researching blockchain loyalty point projects. There are quite a few projects. Most are in development a...

Andrew @ EcomLoop

How cryptocurrency is set to change the customer loyalty program model

Read more

Latest Podcast

More podcasts

Sign in