Delivering Consistent, High-Quality Customer Experiences using Unified Data
Using Tamr, Toyota Motors Europe (TME) unified customer and prospect data across 50 countries and 250+ sources
As a subsidiary of Toyota Motor Corporation, Toyota Motors Europe (TME) directs the brand's presence across Europe. Its primary responsibilities include managing the sales, marketing, and wholesale distribution of Toyota and Lexus vehicles and parts within the EU, UK, Russia, Turkey, Kazakhstan, and Israel. Beyond just selling cars, TME leads the European vision of "Mobility for All," aiming to offer inclusive and accessible solutions for everyone.
Challenges
TME oversees 30 national marketing and sales companies (NMSCs), and was unable to integrate customer data at the NMSC and pan-European level. Without standardized sources and methods of integration, customer data, varying in quality, remained trapped in silos, slowing down TME’s ability to innovate, collaborate, and scale.
Outcomes
TME oversees 30 national marketing and sales companies (NMSCs), and was unable to integrate customer data at the NMSC and pan-European level. Without standardized sources and methods of integration, customer data, varying in quality, remained trapped in silos, slowing down TME’s ability to innovate, collaborate, and scale.
In an effort to boost business across Europe, TME launched an initiative to put the customer closer to the center of Toyota’s activities. The thinking: operating with a customer-centric view would not only improve customer satisfaction and loyalty, but also fuel regional growth.
To execute this initiative, TME needed a consolidated view of customers across NMSC. But with each NMSC operating independently, gaining a single view was easier said than done. Some NMSCs built centralized customer databases, while others separated each business function into its own, separate database. Integration approaches varied as well, ranging from nothing at all to full-on master data management solutions. This patchwork of solutions worked with small amounts of static data, but as the data grew in both complexity and volume, it simply couldn’t scale.
Toyota is intensely focused on innovation and customer satisfaction. We want to deeply understand our customers and provide them with the best products and services we have to offer in a very innovative way. We saw a more integrated approach to unifying customer data as a core component of this."
Matt Stevens
Breaking Down Data Silos
In order to optimize customer outreach, both in terms of targeting and frequency, TME needed to eliminate the data silos spread throughout the organization. They partnered with Tamr because of their ability to deliver:
- Speed and scalability by combining AI with human intelligence, making it easy to consolidate data across silos and add new sources as the data grows
- Consistency by cleaning, standardizing, and tracking changes and improvements to data, which eliminates errors, increases reliability, and makes it easier to realize value
- Collaborative capabilities that take advantage of human intelligence to validate results and capture input, ensuring trust and accuracy and making those closest to the customers responsible for data quality
- Integration to drive accuracy and efficiency across systems and silos in a cost-effective way
Improving Sales and Marketing with Tamr
Tamr is a critical component to Toyota’s initiative to create a single view of customers. Using Tamr’s AI/ML mastering capabilities, TME was able to reduce duplicate customer records by 40% which enabled them to improve marketing and sales efficiency and effectiveness. Not only did TME reduce redundant outreach, but they also optimized upsell opportunities.
With Tamr as a platform for data unification and innovation, Toyota Motors Europe was able to realize its goals for a unified view of customers that provided the scalability, flexibility, and collaboration needed to deliver high-quality, consistent customer experiences.