Find out more about Customer Relationship Management and how Formula 1 have used this tool to improve customer journeys and reward loyalty.
By
Nathan HoareNathan Hoare
Customer Relationship Management is technology used to manage interactions with current and potential customers by improving processes to make the process of purchasing the product or service more streamlined. This in turn increases sales and profitability for the business.
So, let’s dive into the future of customer relationship management using a Formula 1 as a case study.
Customer Experience
The importance of a single voice across all internal channels of communication cannot be overstated. Having one brand message and a unified voice helps customers know where to direct queries and leaves a lot less up for debate in terms of what customers can expect.
Look further than what the customer places in their basket. Capture as much first party data as possible through the transaction but then think, what does this say about their interests,
can you suggest other relevant purchases, direct to other website pages, or give an exclusive offer?
Be thoughtful, deliver what you say you will to create trust. This will improve customer loyalty and increase the number of purchases that are made to your business.
F1 Wake Up: Call - Customer-centric data, the F1 way
What: US fans were given the chance to receive a wake-up call from their favourite driver if they struggle to wake up for the European races on the F1 calendar - sometimes this was at 3 or 4AM so not mean feat.
How: Fans engaged with a dedicated data capture form and then received a pre-recorded phone call from their chosen Formula 1 driver.
Results:
A more engaged existing customer base
Increased number of customers that give permission to be contacted
Customer-first data telling F1 marketing team all their details including where in the US they are based AND who their favo
📌 The Future of CRM: a Formula 1 Case Study (Rajkot)
🏢 Altum
📍 Rajkot
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