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Case study - 2 Jaguar Land Rover
Case study
Jaguar Land Rover
Clean data sets the foundation for Jaguar Land Rover’s single customer view
Background
Jaguar Land Rover (JLR) has a global presence as an automotive manufacturer and leading technology company. At JLR, their customers are at the forefront of everything they do, as they seek to deliver world class vehicles that provide memorable experiences.
To continue this commitment to their customers, JLR need to ensure their internal systems and processes are efficient and up to date. Here in Australia, they recently moved to a new customer relationship management (CRM) system to better service their customers. During this upgrade project, they wanted to improve their database in two ways:
- Cleansing customer data: JLR needed to ensure their data was as accurate as possible before undertaking any further steps.
- Merging customer accounts: Once the data was cleansed, they sought to merge duplicate accounts to create a single view of each customer and their associated interactions with the brand.
Problem
JLR had over 1.5 million accounts in their database that needed to be cleansed and de-duplicated. Given this large volume of customer accounts, they needed expert help with their database project.
Solution
JLR have been a long-time partner of Thryv Data and they engaged us to help get their data in order for their new CRM system. We provided a first-round data cleanse of their customer accounts and corrected any incorrect or invalid contact information. Specifically, we performed address, email and phone validations to improve the accuracy of their contact data. We then identified and flagged potential duplicate customer accounts. The data output we provided to JLR assisted them in merging duplicate accounts to create their single customer view.
Results
We cleansed a significant volume of customer accounts for JLR, providing them with valid and up-to-date contact details for their customers. We also assisted in identifying duplicate customer accounts to help them reduce the total number of accounts in their database. Their database was reduced by approximately 150,000 customer accounts, which equates to 10% of the initial volume. This has allowed for an improved view of each customer, as all their contact details and interactions with the brand are now housed in a single account.
By consolidating their customer information in one centralised location, JLR now have a better understanding of each customer. They have the ability to tailor customer experiences based on what they know about a customer – their behavioural data, past transactions, interests and preferred channel of communication. With this holistic overview of their customers, JLR can make more informed decisions and better identify their most valuable buyers. They have the power to deliver personalised experiences; to explore cross-sell and upsell opportunities more easily; and increase retention.
“I am very impressed with the work Thryv Data have done for us. Their breadth of data sources, knowledgeable staff, willingness to work with tight project deadlines and competitive pricing are the things that really set them apart.”
Lachlan McColl
CRM Manager - Jaguar Land Rover Australia