Triumph builds global CRM system

Motorcycle giant Triumph has invested in a global CRM and lead management scheme, as part of a major strategy to boost customer loyalty and retention, as well as rev up sales.
The system, developed by Eclipse Marketing, will enable the company to optimise its customer communications, especially online and via email.
It will be used across Europe, Northern America and Canada, Japan and Australia, and has been developed in eight different languages. The system covers 16 countries worldwide, including the European divisions in Austria, Belgium, France, Germany, Italy, Netherlands, Portugal, Spain, Sweden, Switzerland, and the UK.
The functionality of the CRM database includes a global lead management system; email deployment and management platform; Web-based data capture application; and instant reporting and analysis software.
Triumph sales and marketing director Paul Stroud said: “Building the relationships we have with our customers and offering them the most convenient and effective channels for contacting us are a top priority for us at Triumph.
“We have always prided ourselves on our ability to communicate with our customers, but I think that the CRM system that Eclipse has developed for us will ensure that we become even better at providing our customers with the best possible product support and brand experience.”
Eclipse Marketing strategy and planning director Penny Hutton added: “The importance of investing in the development of customer relationships is stronger now than ever before. We endlessly see quality brands with quality product fail because they choose to neglect the management of customer relationships. Triumph has been bold and made a big investment in this area and we’re confident that there will be a fantastic return on this investment.”

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