Hyundai Motor France - Rethinking CRM Strategy through Data

Context

Since 1992, Hyundai Motor France has continuously innovated with a diverse range of vehicles, meeting the growing demands of a competitive market while transitioning toward more sustainable mobility solutions. Faced with the need for a stronger digital strategy, Hyundai partnered with ekino to reinvent its CRM approach and lead a data-driven transformation.

Objective – Simplifying and personalizing the customer experience while optimizing internal processes

Our primary goal was to enhance CRM performance by strategically leveraging first-party data, driving a company-wide shift toward a data-centric transformation.

Challenges – Aligning digital transformation goals

The company’s strategic objectives required an integrated and holistic approach. The main challenge was to balance internal transformation efforts with commercial and customer-oriented goals, utilizing data and CRM tools to create a sustainable competitive advantage.

Our Approach – Unlocking the value of data

Our strategy also supported a broader transformation, ensuring data utilization at all levels of the organization. We began by redefining the CRM system to enable advanced personalization and increase ROI. This involved segmenting Hyundai’s customer base and designing automated customer journeys.

• +80% increase in engagement rates for segmented vs. non-segmented communications.
• 2x higher conversion rate for segmented customers in renewal campaigns.

Results – Establishing a data-driven culture

The overall transformation of processes and working methods successfully embedded a data-driven culture within Hyundai Motor France, enhancing performance and fostering a more strategic approach to future challenges. Within a year, Hyundai’s relationship marketing underwent a radical transformation, significantly improving customer relationship management and increasing lead generation.