Saab appoints CRM provider to drive European customer contact experience
Car maker implements its first pan-European customer management approach
Saab Automobile has appointed customer relationship management (CRM) services provider arvato to design and manage its first pan-European customer contact solution.
The UK-based, multi-lingual solution is being implemented today (August 24) and will consolidate activities from seven European countries.
Designed to improve customer experience and reduce costs, the new strategy encompasses Saab’s sales, marketing, loyalty and customer service activities. Campaigns will use multiple channels, including SMS, internet, voice and email, and will focus on existing customers and prospects, as well as Saab’s 600-strong dealer network across Europe.
Activities were previously managed separately, with customer service centralised and marketing programmes managed by local partners in each European location. In a consolidated approach, the UK solution will now be delivered by an arvato team operating from Saab’s UK headquarters in Cranfield, with non-UK activity co-ordinated by a new multi-lingual European Customer Interaction Centre established at arvato’s site in Twickenham, London.
Niclas Medin, head of customer interaction centre operation, Saab global sales and brand operationals, said: “Through this new approach, we aim to improve customer satisfaction while also reducing our costs by up to 30 per cent.
“Key to this strategy is harnessing the power of the data from the contact centres to inform our sales and marketing activity, enabling us to build long-term relationships with our customers.”
Mark Brown, MD of arvato’s CRM and loyalty services business, said: “Saab enjoys an iconic status in multiple European markets and is committed to building on the brand’s presence.
“A growing number of international brands like Saab are consolidating their customer contact activities through a single solution to improve customer satisfaction, proactive revenue generation and realise significant cost savings.”
In February this year, Spyker Cars N.V. of the Netherlands acquired the Saab company from GM as an independently-run business.