Customer relations play as the most important platform on which the brand’s name is made. It works as an adhesive to keep the brand and its affiliate marketing strategy in place. Maserati, the luxury car maker from Italy has partnered with Technical giant Accenture for recording Global experience in its products.
It has been tasked with improving how the brand has engaged with its loyal customer over the year.
Accenture Interactive which is a part of Accenture Digital has been given the responsibility for enhancing the Luxury car maker’s customer experience through its digital platforms in order to increase its sales and brand equity globally. The customer interaction, as per Accenture Interactive, plays a very important role in the increment of sales. More specifically, the company will be the in charge of its digital brand strategy, digital advertisement, digital content production, campaign management and analytics services.
As per a statement made by Jacob Nyborg, Head of Marketing for Maserati, ‘We are proud of our reputation for delivering a superior customer experience, yet we are still committed to improving every interaction we have with current and potential customers’. ‘High-quality brand experiences change the nature of our relationships in a positive way and we want to engage with our customers across all channels, from media to after sales, in more meaningful ways.’, added Nyburg commending Accenture which has the right capabilities to deliver strong experiences built around ‘Consistent, seamless and authentic interactions.’
In the current times, focus on customers should be the priority of all brands as the consumers would only like to invest when they are provided with exceptional quality justifications. And therefore, the company has been given the task of making all departments and not just the sales and customer service more consumer-centric. The capabilities such as end-to-end creative, data-driven marketing, digital analytics, and digital performance management will be fused into the core of Maserati’s business.
Maserati expects Accenture Interactive to have more personalized digital content covering customer responses and advertising to engage current and prospective customers. The company will, therefore, collaborate with such a team which drives its market growth through the customer experiences including its marketing and digital delivery departments and creative agency Karmarama. Accenture had acquired Karmarama, a previously independent creative agency in the UK last November.
As per Anatoly Roytman, who is the lead at Accenture in Europe, Africa, and Latin America, ‘Progressive businesses like Maserati recognize that experience is the new battleground with customers expecting integrated, human-centered experiences both digitally and the real world. The mandate from Maserati is clear: to use digital to help drive sales, and at the same time, build premium brand equity.’
Maserati had spent more than $5.35 million on advertising in the US alone in 2016 and $2.41 million in the first six months of the year, according to Kantar Media. It is, however, unclear about how much Maserati spends globally and how much of the account Accenture interactive will control.