The Challenge: Disconnected Communications and Customer Fatigue
JLR’s primary challenge was transitioning from a traditional automotive OEM to a customer-first, data-driven luxury business, necessitated by a customer engagement ecosystem that had become severely fragmented. This lack of coordination meant customers could receive up to 500 disconnected messages per vehicle from various sources, often with conflicting urgency, which led to significant message fatigue, reduced trust, and inefficient communication. The financial cost of this fragmentation was substantial: in some markets, up to 70% of qualified leads dropped out of the journey, and the company lacked a unified mechanism to act on the vast amounts of data available from vehicle telemetry and CRM systems. The opportunity was clear: to move from a reactive, channel-siloed approach to proactive, insight-led communication that made customers feels known, thereby maximizing customer loyalty and revenue potential.
The Solution: Implementing an Integrated Medallia Experience Ecosystem
To seize this opportunity, JLR established one of the most comprehensive experience ecosystems in the automotive sector through a multi-year partnership with Medallia. The approach combines customer feedback, behavioral insights, and real-time decisioning into a single, intelligent system. This ecosystem was first deployed for the enterprise-scale initiative of Proactive Customer Care, which manages all service, maintenance, and recall communications. By connecting insights from multiple sources including vehicle telemetry and CRM data to a central decision engine, JLR ensures that every signal immediately informs the next best action, creating a seamless and responsive experience for every customer.
How It Works: The Next Best Action (NBA) Coordination Hub
JLR engineered a unified Experience Management Hub, enabling the system to analyze real-time data from every source and dynamically determine the optimal channel, message priority, and communication sequence for each customer. For example, in the case of a high-priority safety recall, Medallia directs a sophisticated communication flow that first attempts a personalized call via the Retailer before automatically falling back to coordinated alerts across email, the JLR app, and in-car notifications, all while adhering to local market rules and customer preferences. This intelligent, seamless routing eliminates communication duplication, dramatically reduces customer confusion, and is deeply integrated with JLR’s broader digital ecosystem (including Salesforce and Adobe), providing Retailer Enablement Dashboards that display real-time customer context and Next Best Action recommendations.
The Impact: Measurable Growth and Operational Excellence
The Proactive Customer Care program has yielded substantial, quantifiable returns that validate the strategic investment in personalized experiences. The program is modeled to deliver £22 million in annual incremental commercial value, broken down into £8 million from improved retention and repurchase rates, and £14 million from increased service and parts revenue. Furthermore, JLR achieved significant Operational Efficiency with up to a 30% reduction in inbound service calls by resolving customer needs proactively through better coordination. By ensuring 100% of high-priority communications are seen, the program also delivers critical safety and legal compliance benefits, ultimately transforming JLR’s organization by breaking down silos and establishing a scalable, profitable blueprint for modern luxury customer engagement.
