From test drives to purchases: Leveraging Salesforce for unparalleled customer experiences

The client needed to integrate multiple data sources from various sources and channels while automating the reconciliation and unification of fragmented customer, vehicle, test ride, inquiry, and system data across platforms like DMS, EMS, and LMS. 
They wanted a unified customer view to enable hyper-personalized, real-time digital experiences and enhance retargeting efforts for customers who don't make a purchase or take test rides. Ultimately, the client desired structured insights to identify high-value opportunities and maximize ROI on digital spending.

Nagarro designed a holistic solution leveraging Salesforce Data Cloud that integrated data from all data sources using Azure Cloud storage. We ingested this data into Salesforce Data Cloud via Azure Data Lake and did data modeling and unification, leveraging customer phone numbers as the key matching rule.
We implemented Calculation Insights to provide a unified view of each customer's last vehicle purchase and most recent test ride. The unified view activated over 15 customer segments, allowing for personalized journeys in scenarios like test rides, delivery confirmations, booking cancellations, profile creation, and more.
We leveraged the Marketing Cloud Engagement Platform to create several customized experiences for different groups of customers and then used the platform to send them tailored content.Nagarro used Marketing Cloud Personalization to create tailored personalization for each vehicle type, aiming to re-engage visitors about leaving the website while browsing vehicle details or attempting to book a vehicle.

Enhanced business insights significantly reduced the lead conversion time from test rides to vehicle booking. Seamless and real-time personalized digital experiences enhanced the effectiveness of marketing campaigns and customer acquisition rates. 
Data-driven insights further optimized marketing spend, boosting campaign performance and customer engagement. Meanwhile, centralizing data silos and unifying disparate data through Data Cloud led to superior data hygiene and faster time to market.
This well-integrated Salesforce ecosystem marked a significant leap, benefiting both parties by empowering marketers with effective strategies and delivering enhanced customer experiences.