Integrating the Voice of the Customer: Live from MDM 360 Summit with Renault
Integrating the Voice of the Customer: Live from the MDM 360 Summit with Renault’s Christophe Drelon and Pierre Benoit
The Customer Data Strategies track at Informatica World 2016 featured a trio of success stories including Renault. Renault’s Christophe Drelon, Head of Voice of Customer & Data at Renault, and Pierre Benoit, Manager, MDM Data Exchange and Governance got things started with a success story of their Customer MDM project.
The Renault architects discussed how lack of data instantly negatively impacts the customer experience with the story of a fictitious loyal customer named Mr Miller, who has a breakdown and calls an assistance provider. Mr. Miller does not feel valued if the assistance provider, having no data, fails to recognize him as a valued customer…and if Mr. Miller’s towed to the “closest dealer” instead of where he bought the car, that dealer may similarly have no data on the customer history. The breakdown experience—already bad, but made worse by the system’s lack of available data—could lead Mr. Miller to fill out a negative survey, and require a talk off the fence and a special offer from his usual dealer to keep him with Renault.
Thus was born what Renault calls their CX Program, an ambitious project enabled by Customer Master Data Management (MDM) and designed to provide better data quality, data enrichment, segmentation and scoring, standardized database tools, and better CRM. The program created a Customer Data Ecosystem with a centralized customer view and vehicle relationship (via RUBICs) in which info is collected at showroom and workshop, on digital, and thru maintenance and service, and later exchanged with target apps like marketing campaign, crm, and KPI-analytics.
To illustrate their beautiful vision of a “datacentric” ecosystem, the Renault team’s agency created a truly priceless, crowd-pleasing clip of Leonardo diCaprio’s room-stirring speech from The Wolf of Wall Street, overdubbed in subtitled Italian to be all about data quality.