Focusing Mazda's CRM Capabilities Across Europe
Capgemini implements new Siebel system at Mazda Motor Europe for improved CRM capabilities in a consistent and uniform way.
- Industry
- Automotive
- Country
- Europe
- Germany
- Alliance partner
- Oracle Siebel
- Solution
- CRM
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2006-05-10 04:53 PM
The Situation
Mazda Motor Europe has grown rapidly over the past few years due in large part to its ambitious product development plan, which launched a new generation of cars. The company views Customer Relationship Management (CRM) as a key factor in helping to acquire new customers and building loyalty for repurchases going forward. However, it lacked a consistent European-wide CRM program to support the growth strategy.
“We felt it was important to consolidate with one European solution leveraging existing best practices rather than having all the countries going in different directions,” said Michael Vasseur, CRM Manager, Mazda Motor Europe. “In addition, the CRM market had reached a certain level of maturity in terms of both systems and integrators that were capable of deploying the systems.”
The Solution
Capgemini worked with Mazda Motor Europe to develop a cross-divisional CRM roadmap and implementation plan for the company’s key European markets. The single European CRM process and systems platform, operating on Siebel, establishes end-to-end processes from campaign set-up to customer management execution.
“We knew we wanted a web-based solution that would minimize infrastructure costs,” said Vasseur.
The Result
The new system established the foundation for Mazda Motor Europe to develop improved CRM capabilities in a consistent and uniform way. The solution will also allow the company to continue to expand its CRM strategy in the future.
“We chose Siebel because of its predefined automotive model, which was web-based and very user friendly. We worked with Capgemini because it has broad coverage across a European network, automotive expertise and a company culture that is very customer oriented.”
Michael Vasseur, CRM Manager, Mazda Motor Europe
