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01/09/2011
Customer Experience Extends Beyond Test Drive
Pebble Beach Concours Event Triumph for Gathering Attendee Data
Low temperatures and the typical coastal mist contributed to the mystique and energized attendees, once again, at the annual Pebble Beach Automotive Week and Concours d’Elegance. Car lovers from across the globe came to dote over the 2011 collector entries and check out the models being showcased by some of the world’s foremost luxury car makers. With the Pebble Beach Concours being the grand dame of consumer exhibitions for luxury automotive makers, all eyes were on the details. From creating the right ambiance within exhibits and securing private locations for test drives to arranging VIP dinner parties and receptions, the objective was to create the ultimate of customer experiences.
This year, technology crept into the forefront of discretion as iPads and other handheld devices captured details, confirmed and took signatures for test drive appointments, and processed the information for timely follow up. As Rolls-Royce Motor Cars set about planning their activities with customers and prospective owners, they wanted to manage the experience by keeping the “paperwork” in the background. “We take great pride in our customer relationships and look forward to connecting with current and prospective customers every year at this event” notes Andy Thomas, Global Brand Manager. That’s why Rolls-Royce Motor Cars engaged the services of data management software firm, MSP. “We wanted the week to be about connections, yet wanted to make sure we processed the information so that our dealers can immediately pick up what we started. We enlisted MSP because they were able to customize their application to collect the information we see as critical to customer decision making and integrate administrative tasks such as test drive authorizations. It’s important that we connect with the customer when we are in-person, minimize details, and manage the data down the information chain.”
Data management expert, MSP, assists each corporate customer in determining the type of information needed to understand their own customers. They then configure the Gather application to capture and process the information real-time. “Today’s environment requires information to be validated at the time of entry so that information can process and flow to any number of areas” comments Andrew Spalding, CEO of MSP. With the barrage of requests these days along with data security concerns, MSP focuses on determining the objectives that drive the criteria. “We are sensitive to people being intruded upon for unnecessary details and focus on helping our customers collect only what they need so that data can stay in the background and relationships in foreground” Spalding concluded.
Gathering information and Discovering trends that helps clients create the ultimate customer experience has earned MSP the reputation of a trusted data management ally to some of the most prestigious firms in the automotive, financial services, and other business sectors.
- Posted by: MSP
- In: Gather
- Tags: customer data, Gather, iPads, Pebble Beach, Rolls-Royce Motor Cars, software