Servco Increases Customer-Centricity with Amperity's CDP

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Enterprise customer data platform for consumer brands Amperity, announced its association with Servco Pacific Inc. (Servco), a leader in automotive products & services, to connect siloed customer data across its businesses, create highly accurate 360-degree views of their customers and households, and get actionable business insights to better build customer trust.

With Amperity, Servco will be able to bring teams together across its entire global portfolio leading to more personalised and effective business analytics and coordinated marketing campaigns.

“Enabling brands to deliver on exceedingly high customer expectations has become even more important during the pandemic,” said Brian Goldfarb, chief marketing officer at Amperity. “Servco has unlocked a deeper, more actionable understanding of their customers with Amperity in record time, driving real bottom line results, and improved customer loyalty.”

Amperity’s customer data and identity platform has given the foundation that helps Servco create all their services keeping the customer as the focal point in everything it does, enhancing CX and driving incremental revenue. By using seamless integration between Amperity and its partner Tableau, Amperity empowers business intelligence teams at Servco to move faster – getting more detailed questions about their customers answered instantly and delivering new marketing segments 140x faster than before Amperity.

This has become particularly important during the pandemic. With new dashboards to monitor the purchase path, the entire Servco enterprise now has their finger on the pulse of its business and the metrics that matter every day.

The automotive industry faces a particularly fragmented data landscape, with critical but partial data siloed between car manufacturers, parts dealers, auto dealerships, regional marketing networks, and other stakeholders, making it a challenge for brands to maintain a consistent and seamless customer experience.

This challenge is poised to only increase as car sales and service integrate more digital and online applications into the overall CX and establish more touchpoints in its omni-channel media mix.  In establishing a firm foundation for customer data, Servco is reaching beyond this fragmentation, taking control of its own relationship with their customers to ensure a new standard of excellence for service and more efficiency in the marketing and promotions that engage those customers.

“Our data was duplicated across many systems, making it difficult to develop a 360-degree view of our customer and establish omni-channel relationships with them. Each business unit and dealership had its own version of the customer,” explained Peter Dooher, senior vice president of Digital Strategy at Servco. “Amperity has been a fantastic partner in our digital transformation, by putting a layer above everything, so that we could consistently get at our customer information, make sense of it and then action it in more meaningful ways that has improved customer engagement, our overall marketing results and has helped us accelerate our omni-channel growth.” 

This 360-degree view of their customer allows the Servco marketing team to activate programs driven by insights and establish journey-based touchpoints such as a new prospect auto-responders, enhanced welcome campaigns and remarketing campaigns across sales and service.  In addition, highly personalized marketing programs can now be deployed at the click of a button to target critical customer moments such as cart abandonment, purchase, service, lease, and purchase anniversary. With the new enhancements to their marketing programs made possible with Amperity, the Servco team has seen more than a 36 per cent increase in open rates, and 68 per cent increase in click through rates.