CPM UK delivering sales and engagement through an insight led, omnichannel approach to fleet sales
CPM UK started working with Nissan in October 2015 following a competitive tender process. Initially Nissan’s aim was to outsource their face to face Corporate Sales team. CPM responded by developing a data led, omnichannel approach to fleet sales, incorporating data and insight, CRM and digital marketing, contact centre lead generation, and a face to face sales team.
Increase database visibility of the fleet market
Increase number of corporate customers with a direct relationship with Nissan
Manage and develop a Salesforce CRM platform
Recruit, manage and train a team of highly skilled sales professionals
Our insight led approach to fleet sales focuses on identifying a customers propensity to purchase based on the information captured at every touch point.
By implementing an omnichannel solution, we have been able to increase customer engagement, tailor individual customer journeys, and create personalised content to increase engagement.
CPM’s B2B contact centre division integrate into this customer journey, contacting prospects at the right time, and delivering the right message.
The team of face to face sales professionals were recruited based on the behaviours and skills we know delivers success. They had a mix of experience, however were inducted into the world of automotive and fleet through our ‘Fleet Sales Academy’ program, a 6 month course designed to give fleet sales professional the skills and tools to deliver successfully in their role.
In year 1, the team of Area Managers developed 1,008 new corporate relationships.
Our approach to data increased market visibility from 30% to 92.5% in 12 months.
CRM has delivered an increase in customer engagement, an increase in advocacy, and a 11% increase in leads generated.
CPM’s custom Salesforce platform has now been adopted as Nissan’s central corporate database – driving all fleet activity and fleet marketing communications in the UK.