Bentley Motors is implementing a new suite of cloud-based CRM solutions from Saleforce in order to deliver a more personalised service to its customers.

The new package will give the brand’s employees a 360-degree view of its customers—connecting Bentley Motors' sales, service, and marketing organisations to deliver a “white-glove, personalised experience to customers”.

Following the recent announcement that Bentley will offer an all-electric line-up by 2030, the car maker is transforming how it engages with a new generation of customers worldwide who are eco-conscious.

"For 101 years, the Bentley Motors brand has stood for luxury and refined craftsmanship. Combining our values and vision with Salesforce's technology will enable us to fundamentally reinvent our brand for the next century by evolving the way we engage with our customers digitally—not only to supplement the real-world experience but to create deeper, long-lasting relationships with our customers," said Adrian Hallmark, chairman and CEO, Bentley Motors Limited.  

As automakers place a greater focus on direct customer relationships, which has been accelerated by the pandemic, Saleforce believes they need a single source of truth that brings together customer and vehicle data.

Bentley Motors has incorporated a range of Salesforce solutions to provide its employees with a 360-degree view across more than 60 markets in order to deliver: 

• White-Glove Service: Bentley Motors' team of brand advisors will use Sales Cloud and Service Cloud to manage all prospective and existing customer engagement on a single platform, and enable customers to use Live Chat as a new channel of choice for real-time support
• Personalised Experiences: Using Marketing Cloud, Bentley Motors will be able to deliver personalised experiences across email, SMS, and web, and create customized campaigns based on customers' interests and history, including sharing information about new car releases or welcoming a new customer to the Bentley Motors community
• Increased Growth: Leveraging MuleSoft and Tableau, Bentley Motors will be able to unlock and connect data from hundreds of new and legacy systems to provide its retailers with a 360-degree view of the customer. Understanding each customer's preferences and previous engagement with the brand will empower its retailers to deliver highly-personalised service from the moment a customer enters a Bentley Motors showroom  
• Improved Sustainability: Using Tableau, Bentley Motors will be able to track sustainability metrics and insights from across the company to measure its progress toward becoming end-to-end carbon neutral by 2030, and monitor the ethical sourcing of materials