On the surface, you would not think that Aston Martin and easyHotel Group would make perfect bedfellows, but the classic British sports car brand has just signed up to the same CRM programme as the budget hotel chain in an effort to boost understanding of customer behaviour.
Thunderhead’s One is a cloud-based customer engagement platform that, it is claimed, enables business across all industry sectors to optimise marketing and customer retention strategies, and drive conversation-led engagement, building stronger and more valuable relationships with their customers.
While cross-promotion seems unlikely, easyHotel has been using the scheme since June last year to understand its customers’ behaviour across digital and physical channels.
For James Bond’s favourite brand, One will provide behavioural insights and journey analytics to connect to both dealers and customers, building deeper and more personal relationships with prospective and current customers.
Aston Martin vice president and chief marketing officer Simon Sproule commented: “Thunderhead’s One Engagement Hub allows us to develop a greater understanding of our customers and prospects, in line with their expectations of our brand. Our ‘2nd Century’ plan will see our business grow, supported by the greater insight and intelligence that One will deliver.”
Thunderhead CEO and founder Glen Manchester added: “The next generation of Aston Martin cars are incredibly exciting. Optimising Aston Martin’s investment in Salesforce CRM, [our programme] will deliver true omni-channel customer engagement and usher in a new era of customer centricity and innovation. We are absolutely thrilled to be working with Aston Martin to make their visionary approach to customer engagement a reality.”
In 2015, Aston Martin appointed WPP to handle its global integrated marketing account, giving the car manufacturer access to specialists in the full range of disciplines across all WPP operating companies.
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