DQE Success Story: Faurie Group

Faurie Group

Faurie Group unifies the customer journey view with a DQE-merged Unique Customer Repository (UCR) in Service Cloud.

Faurie is a distribution and repair group for 17 brands of passenger cars and heavy goods vehicles and, under its Faurie City brand, for recharging solutions and new mobility vehicles. The group operates across a vast southwestern quarter of France, via its network of some sixty dealerships.

Thanks to the Salesforce Service Cloud, Salesforce Marketing Cloud, and DQE solutions, our marketing team can provide salespeople with much better qualified leads.

Sophie Sanchez

Marketing, Communication and Digital Director - Faurie Group

Use case

Issues

The Faurie Group offers 17 vehicle brands. Its dealerships use just as many CRM and sales management systems, since each manufacturer has its own. To this they can add the Group’s tools – accounting, scheduling, vehicle trade-in estimates – and a multi-source collection of customer and prospect information, either in the dealership or online via the Group’s website or vehicle sales advertising platforms.

In this complex environment, with its multiple, disconnected databases, duplication had become inevitable, and it was having an impact on customer service and marketing. “Plus, our marketing team didn’t have a complete, easily extractable file for its campaigns, which meant that we had to tediously smooth out the collected data by hand,” explained Kimberly Grau, Digital & CRM Project Manager within the Marketing team.

At the end of 2022, the Group decided to reconcile all its customer and prospect data into a single repository and to deduplicate it.

Solutions

The Faurie Group decided to deploy a UCR project in Salesforce and integrate DQE solutions into it to deal with the problem of duplicate entries in the databases.

DQE was chosen for its cutting-edge data quality technology, which integrates natively into the Salesforce environment. The Faurie Group opted for its deduplication and data merging solution, as well as its modules for processing the quality of email addresses, telephone numbers, and postal addresses in the database.

DQE supported the Faurie Group’s teams in several workshops to define merging rules adapted to its context. “We were able to increase our data merging skills. While we didn’t know anything about it at the outset, we’re increasingly integrating strategic merging rules from within our Salesforce interface,” confirmed Alisson Bert, CRM Project Manager for the Faurie Group.

Results

Elimination of over 40% of duplicate records

The deduplication of its UCR has enabled the Faurie Group to eliminate over 40% of duplicates in its customer accounts and contacts. This result comes from DQE’s advanced detection of duplicates. Its algorithms automatically analyze and reconcile data using the same logic as human reasoning.

In addition to deduplication, processing the quality of records in the UCR will enable the marketing team to ensure that customer and prospect contacts are reliable. “Error codes on contact data point out erroneous records, such as email addresses that don’t exist or that are invalid, which should not be used in campaigns until they have been corrected” Sophie Sanchez pointed out.

360° unified view of customers in the UCR

The Faurie Group marketing team now has access to a 360-degree view of customers and prospects in the Salesforce environment. This is a benefit for the sales team too: “Thanks to the Salesforce Service Cloud, Salesforce Marketing Cloud, and DQE modules, our marketing team can provide salespeople with much better qualified leads.” explained Sophie Sanchez.

Relational campaigns will benefit from better knowledge of customers. Specifically, they can now identify whether a customer is making a first visit to a dealership or online, or if they already have a history with the group. This gets the right messages to the right people.

Marketing that is personalized and predictive

For the group’s marketing department, having a unified, comprehensive repository also means making the most of Salesforce’s Marketing Cloud module.

This enables the team to implement personalized, predictive marketing, a goal that was previously difficult, if not impossible, to achieve when there is a large number of duplicates in the database and a fragmented view of customers and prospects. Furthermore, the integration of new data into the database, such as flows from the heavy goods vehicles business line, no longer requires manual smoothing, as duplicates are automatically identified and processed by DQE. “The ROI of marketing campaigns will benefit directly from our unified, reliable customer repository in Salesforce” confirmed Sophie Sanchez.

“The ROI of marketing campaigns will benefit directly from our unified, reliable customer repository in Salesforce” confirmed Sophie Sanchez.