Toyota dealer group Servco appoints Amperity to rev up CX strategy

Servco, one of the largest Toyota dealer groups in Australia is leveraging leading customer data platform for enterprise consumer brands Amperity, to achieve a comprehensive view of the customer and drive better insights at top speed, building on its success in the North American market.

In 2019, Servco (North America) teamed up with Amperity 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.

Servco Australia faced similar business challenges to that of its global headquarters but had the added challenge of having a number of legacy systems that came by way of an acquisition. Servco needed an easy way to consolidate all of these disparate systems and make the data actionable. Amperity was able to provide a next-generation data foundation to unify all of Servco’s customer data into one centralised location.

Says Kane McHardy (pictured above), chief operations officer at Servco Australia: “With Amperity, we’ve been able to successfully harmonise all of our data from across multiple disparate systems to achieve a unified view of each customer. This has provided us with more insights, enabling us to offer a more sophisticated approach to the utilisation of that data.”

The results have been inspiring. Before Amperity, unifying customer data from online and offline channels used to take its teams three days; now it takes 30 minutes.

Overall, results achieved have been impressive:

●      32% increase conversion on leads generated

●      41.5% deduplication rate achieved

●      140% faster segment creation

●      220% above automotive industry average open rates

●      255% above the industry average for click-through rates

McHardy shares that he is excited for the future with Amperity: “Longterm, I think we’ll see more engaging content, a better customer experience, greater retention and loyalty and less frustration for our employees.”

Says Billy Loizou, area vice president, Amperity: “We’re delighted to see Servco achieve fantastic results on par with that of Global. You look at the three key things we want to influence and that’s business performance, employee productivity and customer experience, and we’ve been able to achieve all three with Servco.

“We couldn’t be more proud to help Servco drive the best results for its marketing and business campaigns with unified customer data — the foundation that powers every insight and action they take to deliver a powerful customer experience every time.”

Click here to view a video briefly explaining their customer data journey.