P&C Global Practices: AI, Data, & Cognitive Sciences, Corporate Performance, Strategy & Innovation
Why Customer Intelligence Became a Strategic Imperative
In the ultra-luxury automotive market, heritage alone no longer guarantees relevance. One iconic automaker, renowned for its craftsmanship, exclusivity, and century-long legacy, recognized a new reality: today’s discerning customers expect personalized care across every channel, not just in person, but digitally, globally, and instantly.
Globally dispersed systems meant customer data lived in silos—across regional dealerships, marketing platforms, aftersales tools, and legacy ownership records. Brand advisors struggled to piece together client histories, preferences, or service milestones. The result: missed opportunities to deliver the anticipatory, white-glove experiences that defines the brand.
Then came the pandemic—a forcing function that accelerated the need for resilient, remote engagement. With traditional showroom interactions disrupted, digital channels suddenly became the primary platform for client engagement. The company’s leadership responded decisively: it was time to unify all customer touchpoints through a single digital backbone—a 360° Customer Relationship Management (CRM) platform that would empower its global teams to serve every client with precision, empathy, and immediacy.
They partnered with P&C Global to architect and execute this transformation.
Defining the Strategic Foundation for Customer-Centric Growth
The transformation began not with tools, but with a bold question: how do we evolve a heritage luxury brand into a real-time, customer-centric enterprise—without compromising its exclusivity or identity?
P&C Global led with strategy. Through joint workshops, executive interviews, and market trend analysis, we worked with the client’s leadership to co-define a transformation roadmap grounded in five strategic pillars.
Unify and Activate Global Customer Data
Create a real-time, enterprise-wide view of each customer—integrating sales, service, marketing, ownership, and behavioral data into a single, trusted profile.
Meet Expectations for Personalization at Scale
Enable the ability to deliver bespoke experiences to each client, across every channel—whether in a London showroom or via a WeChat campaign in Shanghai.
Future-Proof the Technology Architecture
Select and integrate a platform ecosystem that could scale with the brand’s ambitions—supporting electric vehicles, e-commerce, and connected mobility services.
Enable Organizational Readiness and Cultural Change
Embed new ways of working across global markets—from data-driven decision-making to customer-first KPIs and behaviors.
Build for Trust: Governance, Privacy, and Compliance
Establish robust data quality controls and global privacy compliance frameworks to protect customer trust and regulatory standing.
This strategic framework didn’t just define implementation—it guided every technology decision, change management approach, and success metric. By aligning business, brand, and technology goals from the outset, we helped our client not only prepare for digital transformation—but lead it.
Unifying Data to Personalize the Customer Journey
This initiative was not a software rollout—it was a multi-dimensional reinvention, spanning data, systems, processes, and people. P&C Global deployed a cross-functional team from its Digital Transformation, Corporate Performance, IT Transformation, and Customer Strategy practices to lead the end-to-end transformation, designed to connect every customer interaction to a single source of truth—unlocking powerful personalization and operational excellence across the enterprise.
Strategic Platform Architecture
We worked closely with global and regional leaders to select and implement a scalable technology foundation:
- Salesforce Customer 360 provided the central engagement platform—integrating Sales, Service, and Marketing Clouds.
- Tableau enabled near real-time dashboards, empowering global and regional leaders with critical performance insights.
- MuleSoft served as the connective tissue, integrating hundreds of disparate systems—from legacy dealer tools to ownership databases and enterprise platforms.
This created a single source of truth: a modern platform that connected every customer interaction across 60+ global markets. The system was designed to be modular, scalable, and future-ready, supporting not just current use cases but also upcoming digital services like connected car services, e-commerce activation, and electrified vehicle programs.
Reengineering the Customer Experience
Technology alone was not enough. We partnered with the client’s customer strategy and brand teams to reimagine every stage of the customer journey to fully leverage this connected data ecosystem. Key improvements included:
- Web and event leads captured in real-time, enriched with behavioral and contextual data, and routed with intelligent prioritization to local advisors.
- Personalized marketing campaigns driven by micro-segmentation, allowing marketing teams to launch targeted, relevant campaigns based on customer profiles, preferences, and lifecycle triggers.
- Complete customer histories in one interface, including vehicle details, service interactions, past purchases, bespoke preferences, event attendance, and more.
This level of personalization—at global scale—transformed the brand’s ability to engage high-value clients with the care and precision they expect from an ultra-luxury marque.
Ensuring Trust with Data Governance and Quality Control
At the heart of this transformation was a critical insight: personalization and decision-making are only as strong as the integrity of the data behind them. Given the client’s sprawling global footprint and disparate systems, P&C Global embedded a comprehensive data governance strategy from day one.
Core Governance Activities:
- Formation of a cross-regional data governance committee to establish ownership, policies, and escalation paths.
- Deployment of market-based data stewards to monitor quality and enforce standards.
- Common data definitions and standards to ensure a customer’s identity and preferences are consistently recorded
- Standardization of core data fields—contact info, VINs, market tags, language entries—across platforms.
- Execution of a one-time global data cleansing to eliminate duplications and harmonize records.
P&C Global also built validations and controls into the CRM to prevent future degradation. These included automated field logic, duplication alerts, and rules to ensure completeness on critical records.
Live dashboards tracked ongoing data health—monitoring completeness, duplication rates, entry accuracy, and data decay. These were delivered to both business and IT leaders, making data integrity a shared, visible responsibility.
This commitment to governance ensured when the client’s users started relying on the new CRM they could trust the information it provided, enabling deep personalization and ensuring compliance while adhering to global privacy regulations.
Global Enablement and Cultural Change
A transformation of this scale could only succeed through human adoption. Many advisors and dealership staff had relied on spreadsheets or region-specific CRMs for years. P&C Global designed a change management program that treated these users not as recipients—but as co-creators of the new system.
Change Management Approach:
- Regional workshops during design to capture requirements and build buy-in early.
- Multilingual training session and user-friendly playbooks tailored for marketing leads, service teams, sales advisors, and managers.
- Super-user networks, field trainers, and real-time support desks during go-live.
- Alignment of KPIs and incentives with CRM usage and customer engagement metrics.
This human-centered approach ensured that when the new system went live, it was embraced—not resisted. Notably, we collaborated with leadership to redefine success metrics, linking CRM usage directly to performance indicators such as response time, customer satisfaction, and retention rates. The change was not just technical—it was behavioral, cultural, and enterprise-wide.
The Measurable Business Impact of Unified Customer Insights
Within the first year of implementation, the client saw measurable gains across customer experience, commercial performance, and operational agility—even amidst one of the most turbulent periods in automotive history.
Key Outcomes:
- Faster response times: Inquiries that once required cross-team coordination now resolve in minutes— powered by real-time visibility.
- Improved retention and satisfaction: Personalized, relevant engagement led to increased loyalty and stronger repeat-purchase intent, especially among high-value segments.
- Increase in order volumes: 15-20% increase in order volumes in key markets, attributable to faster lead conversion and elevated customer engagement.
- Marketing acceleration: Global teams now launch data-driven campaigns in days—not weeks—targeted to specific audience segments with pinpoint accuracy.
This operational uplift was matched by strategic agility. Executives now had real-time dashboards on customer behavior, campaign performance, and regional trends—fueling faster, smarter decision-making across the enterprise.
What Made This Transformation a Digital Competitive Edge
This engagement wasn’t about technology for technology’s sake—it was about unlocking sustainable, long-term competitive advantage through customer insight.
- System unification at scale: Over 100 disparate systems were integrated across six continents with zero business disruption.
- Deep regional personalization at scale: By leveraging real-time CRM analytics, the automaker now tailors its customer engagement by region—adjusting content, channels, and offerings to reflect local preferences and cultural nuances with precision.
- Human-centered transformation: Training and incentives ensured tools were embraced—not resisted—by frontline staff.
- Future-ready infrastructure: The platform supports rapid expansion into connected services, electrification, and luxury mobility subscriptions.
- Governance, Privacy, and Compliance: Established rigorous data quality controls and privacy compliance frameworks to ensure reliable, unified data sources and uphold regulatory standards across regions.
- The result is a hybrid model of customer experience: deeply personalized, informed by data, and delivered seamlessly across physical and digital touchpoints. Few competitors can match that level of intimacy and immediacy—especially in a category where trust, timing, and brand equity are everything.
Recognition and Industry Impact
The client’s digital transformation achieved far more than internal milestones; it drew widespread recognition as a standout example of strategic reinvention in the automotive sector. The initiative was celebrated by both industry leaders and media as a model of how technology can elevate customer experience, unify global operations, and future-proof a legacy business. Senior executives from the brand publicly endorsed the transformation, emphasizing its central role in enabling bespoke, data-driven customer engagement and positioning it as a foundation for future growth.
The transformation gained international attention when it was featured by Salesforce at its flagship Dreamforce event, where top leaders praised the initiative for redefining the boundaries of personalized, sustainable luxury mobility. Major publications and analysts spotlighted the program as a benchmark in CRM innovation—citing the company’s ability to globally consolidate customer data and deliver hyper-personalized experiences at scale. Enterprise Times noted that “[the luxury marque] is leveraging the latest that Salesforce can offer” and pushing the envelope of personalized marketing down to the micro-segment of one. Such coverage positioned the client as a digital pioneer among carmakers, not just in the luxury segment but in automotive overall. The Salesforce case study on the client highlights how the brand now delivers a “white-glove, personalized experience to customers across every interaction” thanks to the single source of truth provided by the CRM.
This high-profile validation triggered ripple effects across the luxury landscape, with other premium brands accelerating their digital roadmaps in response. Internally, the success sparked a digital-first mindset for future initiatives, while externally, it positioned P&C Global as a strategic partner capable of delivering integrated, high-impact transformations across customer strategy, technology, and change management.
Why 360° Customer Intelligence Is the Future of Luxury
Today’s ultra-luxury customer expects their brand to know them—deeply, authentically, and intelligently. That can only be achieved through deeply unified customer intelligence.
This transformation elevated a heritage automaker from reactive operations to insight-driven engagement at global scale. This is the future of luxury: data-enhanced human engagement, orchestrated globally and delivered personally.
In partnership with P&C Global, the client achieved more than a technology transformation. They redefined their operating model for the digital age, future-proofed their customer strategy, and built a blueprint for ongoing innovation.
What began as a solution to a fragmented system became the foundation for a new era of growth, loyalty, and leadership.
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