Nissan has appointed direct and digital agency Indicia to support its CRM programme, and provide data analytics and insight to build relationships with customers and prospects.
The account originally went up for pitch in July last year through Creative Brief, but was put on hold until last month.
Indicia has been briefed to create a programme that overlays Nissan’s data with its proprietary database Interact, which it claims covers 90 per cent of the UK population. Indicia’s teams will drill down into the data and provide the carmaker with individual-level customer information.
Working with Indicia to improve customer insight, Nissan aims to establish longer lasting and increasingly personalised relationships that will encourage customers to remain with Nissan when they replace their current model. This will be achieved through targeted, timely and relevant communications during the ownership lifecycle. At the same time, the CRM programme seeks to generate and increase interest in after-sales support and servicing at Nissan dealerships.
Nissan’s DM account is held TMW, which was appointed in 2009, with a brief including building and managing a centralised database. The agency will now work with Indicia but will keep operational control of the database.
Paul O’Neill, manager for sales and aftersales CRM at Nissan, said: “The leading-edge insight that Indicia will be able to bring will drive both our CRM and communications strategies as a whole.”
Related stories:
Indicia buys social, search agency
Heineken hands Indicia data task
