Transforming Jaguar Customer Data Into Value

During the day, I work as president and founder of ISM/CRM Strategic Consultants, Inc. (www.ismguide.com), a company I founded in 1985 to help global, best-in-class organizations – including Jaguar Land Rover – apply sales, marketing and customer service technologies to their customer engagement efforts. During most weekends, I enjoy my Jaguar cars. My love for Jaguar cars goes way back, starting with my purchase of a 1954 XK120, followed by a 1983 Jaguar XJ6 Series III, a 1989 Jaguar XJS (V12), a 1999 Jaguar XK8 (Vanden Plas), a 2013 Jaguar XJL (AWD), and most recently a 2018 Jaguar XE S.

My friends at Jaguar Land Rover often ask me what is the best way to acquire, retain and grow their Jaguar customer base? For me, it all starts with having rock-solid customer data and leveraging this data to optimally engage with Jaguar customers. But here’s the challenge: the amount of data available to help Jaguar better understand customers and their interactions with the Jaguar brand is massive. Today, Jaguar owners are among the users of over 11 billion connected devices producing 8 zettabytes of data per year. By 2025, forecasts call for 80 billion devices and 180 zettabytes of data, respectively.

What is the best way for Jaguar to drink from this ‘digital firehose’? What is the best way for Jaguar to engage with customers who themselves are awash in this digital deluge? To answer these questions, let’s go inside my ‘Engaged Customer Strategy’ framework (see diagram). Jaguar begins by building the best possible ‘holistic customer profiles’, which means building a complete view of enthusiasts like myself that includes my ownership of multiple Jaguars, my official Jaguar slalom racing history, my membership with the sanctioned NCJOC (National Capital Area Jaguar Owners Club), my participation at Jaguar sanctioned Concours d’Elegance events, my subscription to multiple Jaguar domestic and international magazines, my history visiting the NCJOC and Jaguar websites, and increasingly important my online behavior on Jaguar and non-Jaguar automobile social media sites.

How well does Jaguar currently capture this information? Jaguar is getting quite good at knowing my ‘off-line’ behavior, but there is meaningful room for improvement when it comes to Jaguar knowing my ‘on-line’ behavior and then integrating my on-line ‘social insight’ into my holistic customer profile. For example, shouldn’t Jaguar have known I was in the market for a new Jaguar XE S, and that I spent the past 6 months specifying this car with the help of fellow Jaguar enthusiasts on social media car sites? With the help of technology tools like ‘identity resolution’ that integrate ‘off-line’ and ‘on-line’ customer behavior, Jaguar can build best-in-class, holistic customer profiles, which are the foundational building blocks for transforming Jaguar customer data into value. 

Once Jaguar has achieved best-in-class holistic customer profile status, Jaguar next performs data analysis on these profiles to achieve enhanced customer segmentation, customer personas, customer journey maps and more. The goal is for Jaguar to optimize its ‘marketing spend’ by knowing their customers so well that Jaguar easily identifies and engages with the right customers in their preferred buying channel(s).

Assuming Jaguar performs its data analytics with excellence, Jaguar is in a unique position to sell their wonderful cars through today’s customer engagement channels:

-         The Traditional Media channel that includes face-to-face meetings, marketing mailers, invites from the dealer to test-drive a Jaguar, emails, calls to the contact center, other

-         The Social Media channel that includes public social media communities (e.g., Facebook, Twitter), as well as private, branded social media communities

-         The eCommerce channel that includes website, portals, search, next best offer, shopping cart, other

-         The Emerging Technologies channel that includes mobile apps, wearables, personalized video, addressable TV, virtual assistant, virtual/augmented reality, other

The exploding volume and frequency of Jaguar customer data in the digital age provides a wonderful opportunity for Jaguar to understand their customers and prospects in a hyper-focused way. This, in turn, presents opportunities for Jaguar to transform customer data into increased business revenue, bigger wallet-share and happier and more loyal customers willing to advocate for the Jaguar brand. But it also represents the significant risk of getting caught in a 180-zettabyte flood if Jaguar does not get in front of this now.

We all love the Jaguar brand because Jaguar builds exhilarating cars and has a long history of great success. Which is why I am so excited about Jaguar leading the way transforming customer data into value and providing customers new and exciting ways to engage with the brand.

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Barton Goldenberg (bgoldenberg@ismguide.com) is president of ISM Inc (www.ismguide.com). Since 1985, ISM has established itself as the premiere strategic advisor to organizations planning or implementing ‘Customer-Centric’ strategies to address Data Analytics, Digital Transformation, CRM, Social Media Communities, Customer Engagement, and Emerging Technologies initiatives. He is a frequent keynote speaker (www.bartongoldenberg.com) and is author of four books including his latest – The Definitive Guide to Social CRM. He is currently completing his new book titled: Engaged Customer Strategy: Your Roadmap to Success in 2030.