Saab is bolstering the CRM strategy for its parts division by implementing a bespoke global marketing database, designed to precisely target current Saab vehicle owners with tailored marketing messages.
The database, built by Eclipse Marketing, will also provide Saab staff with a user-friendly interface to monitor campaign response rates, and give them the ability to develop marketing lists on both a large and small scale.
It offers Saab real-time customer contact details, alongside a wide range of profile information including marketing preferences, vehicle information and recent campaign information. The automotive manufacturer can tailor the level of access each employee has based on their requirements and expertise.
The platform will be available initially in the country’s core markets of the UK, US and Spain, with further roll-out planned for Italy, Switzerland, Finland, Germany and Austria as the project expands globally.
The system is expected to be expanded in the future to incorporate real-time data information and the redemption of Service Club Vouchers.
Saab Parts global CRM manager Danielle Hollis said: “The most astonishing thing is the ease of use of this marketing system. We can genuinely see how this tool has empowered our employees throughout the globe providing the opportunity to run and control their own local campaigns. We have the benefit of total control over the brand through a system that generates marketing campaigns to reach existing and lapsed customers in a highly-targeted manner.”
