Success at Sonic Automotive

How Profisee helped Sonic Automotive achieve their Insight Driven Enterprise.


Challenges

Need a Complete View of Customer Across Brands
  • Customer data is captured across multiple dealer brands but not synced impacting customer experience.
  • Need to effectively integrate Service departments across brands to better market, cross sell and up sell various vehicle offerings to customer base.
  • Want one repository to store all vehicle data including makes, models and options such as color, available accessories and transmission type so can send clean, trusted vehicle data to CRM.

Strategy

Create Single View of Customer and Vehicle
  • Create Customer Golden Records by matching and de-duping existing records.
  • Find plug & play MDM solution that works with the in-house technology stack including Dynamics.
  • Design an ongoing data governance workflow for data stewards(those that know the data best) to use data as an asset in analytics.
  • Design centralized product hub for vehicle data

Outcome

Profisee supports strong data management strategy
  • Consolidated customer records into Golden Consumer Records with household recognition with cleansed, de-duped and trusted data.
  • Enhanced customer experience across luxury brands – Sonic knows when a customer test drives an Audi and doesn’t buy; and then returns to test drive a Mercedes – precious intel available at the dealer level.
  • Established strong enterprise data management foundation,eliminated manual processes within existing systems framework and integrated clean, trusted data across all key systems.
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