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How Bentley was able to enhance the informational value of CRM data through an innovative approach.
Uranos is trusted by industry leaders with millions of customers.
About the company
Bentley is a prestigious luxury automotive brand headquartered in Crewe, England, known for its handcrafted vehicles that combine exceptional performance, timeless design, and unparalleled comfort.
Renowned for its iconic models like the Continental GT and Bentayga, Bentley is at the forefront of innovation, integrating advanced technologies and sustainable solutions, including hybrid and electric powertrains. The brand also offers bespoke customization options, providing a truly personalized driving experience for its discerning global clientele.
Industry
Automotive
With Uranos since
2022
Problem
Who are our customers? Understanding the Bentley customer base is crucial for shaping the brand’s strategy and ensuring its continued success. By gaining deep insights into their values, preferences, and lifestyles, Bentley can develop products that align perfectly with their expectations and desires.
This knowledge also enables the creation of highly targeted and effective marketing campaigns, fostering stronger connections with customers and enhancing brand loyalty. Additionally, it allows Bentley to craft unique and memorable brand experiences that resonate with its audience, reinforcing its position as a leader in the luxury automotive market.
Uranos skillset
Research & Foresight
Customized Segmentation
Synthetic Data
AI-powered Data Cleaning
Approach
Bentley set out to gain a deeper understanding of its customer base by identifying individuals within its CRM database and those engaged at exclusive events. The goal was to categorize these customers using a values-based luxury segmentation approach, which goes beyond basic demographics to explore their core values, preferences, and lifestyle choices.
This segmentation enabled Bentley to uncover what drives its customers' purchasing decisions and align its strategies to better meet their expectations. By understanding these nuanced customer profiles, Bentley could design tailored marketing efforts, enhance its product offerings, and create personalized experiences that reflect the unique aspirations of its high-net-worth clientele.
Outcome
We developed an innovative AI-powered online tool designed to interactively and playfully engage users. This tool guides them through a series of thoughtfully crafted questions that delve into their demographics, daily habits, personal values, and overall mindset. The experience is designed to be both entertaining and insightful, capturing the user’s attention while gathering meaningful data.
At the end of the survey, users receive a visually appealing snapshot of their unique lifestyle, providing them with a deeper understanding of their own preferences and behaviors. To further enhance engagement, the tool also offers a personalized incentive tailored to their responses, creating a rewarding and memorable user experience that drives participation and fosters a strong connection with the brand.
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