BE BENTLEY, NOT AUDI ARE YOU TAKING ADVANTAGE OF DIGITAL CUSTOMER INSIGHTS? - Treacy & Company
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BE BENTLEY,
NOT AUDI
ARE YOU TAKING ADVANTAGE OF
DIGITAL CUSTOMER INSIGHTS?
Josh Coleman, Casey Lyons
How can a company leverage data to optimize its sales strategy? With the market flooded
with buzz words like digital transformation, integrated marketing strategies, and automation,
many companies aren’t sure where to focus their digital sales efforts. The crux of it is that
companies with powerful customer insights derived from accurate, timely, and detailed data
seize advantage over their competitors and become market leaders.
Take Bentley Motors, for example. While the rest of the automobile industry struggled
through the pandemic, Bentley Motors gained market share and grew demand through the
turbulence. How did an automobile manufacturer reliant on high-priced, discretionary goods
rapidly evolve its digital tactics to grow when everyone else was shrinking? It focused on
analytical customer targeting. Precisely, Bentley executed three critical initiatives: (1) 360-
Degree Customer View, (2) Increased Targeting Granularity, and (3) Propensity-to-Buy
Assessments.
(1)360-Degree Customer View: Leveraging
Accurate, Up-to-Date Buyer Information Understanding your customer
across the Organization
from every angle allows you to
Bentley doesn’t isolate customer carry out sales efforts more
information across organizational functions. granularly than ever before. Such
Instead, customer service and sales reps use information may shift your pitch
Salesforce’s Sales Cloud and Service Cloud
to view individualized customer information
just enough to convince that
on one integrated dashboard. customer to make a purchase.
The housing of detailed customer records,
purchasing information, previous inquires,
lead sources, and other consumer details in (2) Increased Targeting Granularity: Using
one place allows Bentley teams to drive real- Customer Data to Target Consumers When
time sales decisions using data from across They’re Ready to Buy
the organization. Any time a potential buyer
walks in the door, the sales team can quickly At Bentley, customer interactions aren’t by
access their unique customer data. Take a chance. Through marketing cloud integrations,
customer who had recent online inquiries on Bentley tailors customer interactions and
specific models, such as SUVs – they are delivers personalized customer journeys based
immediately assigned a salesperson with a on interests and past experiences. These
better grasp of SUV models to close the deal journeys ensure that Bentley contacts its
quickly and efficiently. customers when they’re most apt to respond.
Understanding your customer from every Bentley also uses lead management processes
angle allows you to carry out sales efforts such as lead scoring and next best action to
more granularly than ever before. Such continuously inform reps on how to engage and
information may shift your pitch just enough maximize conversion. Knowing when and how
to convince that customer to make a to engage with customers is a challenge, but
purchase. companies, like Bentley, can leverage existing
customer data to target consumers at the right
time and in the right way. It makes a lot more
sense to send lease customers communications
about new vehicles nearer to the end of their
lease term than a few months into their new
lease.
Tracking customer engagements also provides
sales teams insight into when and how to make
the next move, whether through a custom email
or direct phone call.
© Copyright 2021. Treacy & Company. All rights reserved.
Digital accelerates the systematic collection of You can even create propensity-to-buy
detailed market data to profile individual customer assessments where you use client information to
needs, assess internal and external influencers, determine which customers are predisposed to
measure customer perceptions of value, and purchasing. A holistic customer view and granular
monitor performance. It would be best to customer targeting only make these assessments
document each action taken by a customer and more accurate.
use the data to inform your sales team’s next
move. Digital technologies, including digital service
management platforms like the ones Bentley
(3) Propensity-to-Buy Assessments: Leveraging uses, are currently changing how companies
Analytical Tools to Collect Real-Time Customer market and sell their products. If you, like Bentley,
Information focus on increasing targeting granularity,
integrating customer information, and leveraging
Bentley knows that customer targeting doesn’t data to engage with consumers, you too will seize
stop at initial engagement. It understands that your competitive advantage.
recording data and information about a customer’s
records, questions, and interests is much more
important beyond the initial pitch. Post-purchase,
Bentley uses sales analytics and other platforms About the Authors
such as MuleSoft and Tableau to integrate
Josh Coleman is a partner in our
customer data and inform future marketing
Chicago office. You can reach him at
campaigns. Using these tools, Bentley determines JColeman@Treacy.co.
the perfect moments to trigger campaign
outreach based on new promotion and client
behavior.
Casey Lyons is a Senior Analyst in our
Leveraging consumer information is critical Chicago office. You can reach her at
throughout the consumer life cycle, and if you do it CLyons@Treacy.co.
right, you can extend that life cycle indefinitely.
© Copyright 2021. Treacy & Company. All rights reserved.
1. “How Bentley Motors Is Reimagining Its Customer Experience for the Next 100 Years”, Salesforce.com,
https://www.salesforce.com/resources/guides/bentley-reimagining-customer-experience/
2. “Bentley Motors Reimagines the Future of Luxury Mobility Experiences with Salesforce, Salesforce.com, last
modified December 2, 2020,
https://www.salesforce.com/news/press-releases/2020/12/02/bentley-motors-reimagines-the-future-of-luxury-
mobility-experiences-with-salesforce/
3. “Bentley Motors Accelerates Growth Through Connecting Customer Data”, Salesforce.com, last modified
December 2, 2020,
https://www.salesforce.com/blog/bentley-motors-connecting-customer-data/
4. “Bentley Motors Reimagines the Future of Luxury Mobility Experiences with Salesforce”, Martech Series, last
modified December 2, 2020,
https://martechseries.com/sales-marketing/crm/bentley-motors-reimagines-future-luxury-mobility-experiences-
salesforce/
5. “Bentley drives off with Salesforce”, Enterprise Times, last modified December 4, 2020,
https://www.enterprisetimes.co.uk/2020/12/04/bentley-drives-off-with-salesforce/You can also read
