Customer Experience Project Inchcape Retail

We looked at the existing customer base through a series of profiling exercises and ran a number of focus groups exploring recent customer experiences within Inchcape Retail dealerships.  We mapped the journey undertaken by customers during their car ownership cycle and identified 9 key moments of trust where a difference could really be made to that experience.  My role on this project was as overall project manager for the first phase of the project, working hand in hand with a team of external consultants and internal contacts across the retail business.  Once the initial work was complete in identifying the moments of trust we entered phase 2 of the project.   

During this phase of the project the aim was to come up with a strategy and implementation plan for each of the moments of trust.   I focused on defining the CRM strategy and how this would look and feel for the roll out of the pilot project across the group. This involved identifying each of the key touch points with prospects and customers, working within each of the individual manufacturer guidelines, but establishing a core CRM strategy for the entire Inchcape Retail business to lay over the top.