Case Study - Suzuki

Suzuki

Introduction

Suzuki GB PLC is the UK importer of Suzuki motorcycles and cars. As part of their promotional efforts in the UK they attend a large number of �lifestyle� events, shows and exhibitions. As a result of the challenges faced because of the economic downturn, the management decided that they needed to improve the quality and quantity of sales leads at these events.

Gather

In order to achieve the results they require, Suzuki chose Gather, the data capture software from MSP. Previously the company had used a variety of solutions but all had issues. Some were PDA based and not easy to use and manual data capture was proving costly and slow. These had the additional problem of storing the data captured locally and then having to implement a further process to render the data useable after the event.

Suzuki Logo The technology behind the Gather product was developed by MSP at their Brighton, UK Head Office and can be implemented on a variety of platforms. Suzuki chose the iPad as the platform for capturing data at the Vitality Show at Earls Court early in 2011, as they felt that there was a better customer experience using this form of technology and that it better suited to their target audience. In addition, a real time link enabled all leads from Gather to be passed back instantly into the Suzuki CRM system. This allowed immediate fulfilment and on ward follow up by dealers.

Benefits

Implementation of Gather on iPads allowed the user interface to include media for sales presentations, images of vehicles and model specification details to be built in. This significantly improved the customer interaction and increased not only the quality of data captured but also the quantity. Indeed, comments were made by visitors to the show that they were happy to leave their details with the Suzuki personnel because of the ease of use of the technology in addition to the transparency (they could see and follow what the event team were doing).

Of great concern to the company was the quality of data previously captured (where not all information was obtained and where some information was simply not correct). By including integrated address look-up and data validation, Gather was able to provide accurate data in real-time which was followed up by the dealer network, ultimately achieving better than expected sales.

Outcomes