Initial situation

Establishing a sustainable form of customer relationship management is becoming increasingly important. Success here will depend, not least, on a company’s insight into the business connections between customer loyalty and making profits. By using a range of CRM measures, Mazda is aiming to intensify its customer loyalty and to exploit all existing potential. In order to do this, Mazda decided to seek professional support for its customer relationship management (CRM) and therefore decided to enter into cooperation with arvato services.

Solutions

Since March 2008, arvato services has been supporting Mazda as its CRM fulfilment partner throughout Europe.

The materials that are produced and sent out include brochures, mailings and welcome packages, which are often used as a means of establishing a new customer relationship.

In order to satisfy the high expectations of Mazda’s customers, the distribution of the materials always takes into account the specific circumstances of the individual customer and the country in question.

arvato services is responsible for producing, picking and sending out the welcome packages to the end customers as well as for capturing customer reply data.

arvato services sends out individual customer service reminders on behalf of Mazda by post or e-mail. Here, the direct entry procedure is used, which ensures that the communications are tailored to the look and feel of the respective country.

All process, customer and order data are regularly exchanged and processed in SAP according to individual country, product and customer codes via specially developed interface files that link the data stock of arvato services with that of Mazda. Through this direct data exchange, arvato services can respond as quickly as possible and in a flexible and personalised way to all customer enquiries and orders and therefore optimise the quality of the communications that are sent out. Comprehensive reporting ensures that Mazda is kept constantly informed of all activities.