Case Study: CarShop Becomes Multichannel

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CarShop has selected mplsystems to provide an integrated CRM and multichannel contact system for their sales operation.

The customer

The UK’s leading car supermarket group has up to 4,000 cars in stock that can be searched and reserved online, ready for viewing at one of the company’s five showrooms located in Cardiff, Doncaster, Northampton, Norwich and Swindon.

The problem

“CarShop had previously deployed a number of standalone telephony, online and webchat systems to support customer leads, but the results tended to be disjointed and didn’t provide our customers with the kind of stress-free process we were looking for,” said Leo Nelson, Marketing Director at CarShop. “We knew we needed a more joined-up approach that would provide better support for customers as well as a more comprehensive CRM solution to deliver an improved customer experience and maximise retention rates.”

Leo Nelson

Leo Nelson

The solution

The new solution from mplsystems will integrate customer contacts from across multiple online, webchat, email, phone and face-to-face channels to provide a joined-up car-buying experience for customers.

Initial customer inquiries, whether by phone, webchat or email – will be handled through a central solution in Doncaster that aggregates customer contacts and shares leads with sales staff at the company’s stores.

The results

Having a record of each customer’s search and viewing requests means that sales staff will be ready to provide an efficient, personalised response by phone, chat or when customers visit a showroom.

In addition, understanding how each customer interacts with the business across multiple channels will provide intelligent insight for marketing – to effectively manage the customer journey, understand the effectiveness of campaigns and optimise future marketing projects.

Paul White

“The mplsystems integrated desktop will enable CarShop to blend the digital and physical, creating a much more joined-up process to strengthen the relationship between our customers and the brand,” said Leo Nelson. “When a customer walks into one of our stores they are simply able to pick up from where they left from any previous interaction, whether that be on our website, contact centre or service centre. The link is unbroken.”

“With more and more customers researching online before buying a car, it was essential for CarShop to gain a more integrated, single view of its customer engagement activities, with a seamless exchange of information across its multiple channels,” said Paul White, CEO at mplsystems.

For more information about mplsystems, visit their website.

Author: Megan Jones

Published On: 3rd Sep 2014 - Last modified: 12th Dec 2018
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