Subaru of America Deepens Customer Insights to Drive More Effective Marketing, Sales, and Service Activities

Subaru of America, Inc. (SOA) wanted to expand insight into customer preferences and ownership lifecycles to enable more targeted segmentation and marketing and improve lead management within the dealer network by eliminating disjointed silos of contact information. The challenge was to create a unified view of interactions between customer service, dealer services, and technical services. SOA implemented Oracle's Siebel customer relationship management applications to support marketing, lead management, and service activities across 600 dealerships and provided a comprehensive and accurate view of the customer throughout research, inquiry, purchase, ownership, and repurchase lifecycle.