Case Study: Premium European Auto Manufacturer Advances CRM 3.0 with Harte Hanks

Luxury Auto Maker Champions CRM 3.0 Focuses on the Customer

Harte Hanks partnered with a luxury auto maker to help it evolve its marketing strategy. The customer's challenge was to move from a traditional, product-launch-focused approach (CRM 1.0) to a modern, customer-centric one (CRM 3.0). The auto maker needed to engage customers throughout their entire lifecycle by breaking down internal data silos and creating a single view of each customer to build lasting relationships.

The solution from Harte Hanks involved creating a strategic roadmap and integrating 22 disparate databases into a single CRM platform. This enabled data-driven marketing, customer journey mapping, and the management of personalized multi-channel campaigns. As a result, Harte Hanks helped the auto maker begin centrally managing campaigns for consistent messaging and laid the foundation for maximizing customer lifetime value.