The Challenge
Nissan wanted to scale its CRM lifecycle across email and WhatsApp, from first enquiry through to long-term ownership. But the data behind it wasn’t built for that. Duplicate records, fragmented systems and unclear customer status made it difficult to deliver consistent journeys.
Our Approach
We started by fixing the foundation.
The CRM data model was redesigned so each person had a single evolving record rather than multiple duplicate leads. When someone buys a vehicle, their record changes from ‘lead’ to ‘customer’, unlocking richer ownership data such as vehicle history and service activity.
On top of that, we built and ran always-on CRM journeys in Salesforce Marketing Cloud. These journeys are triggered by Sales Cloud events and real-time signals from Nissan’s apps, loyalty platform and eCommerce systems, allowing messages to adapt to real customer behaviour across email and WhatsApp.
The Impact
A unified customer view connecting marketing, sales, service and digital behaviour.
This enabled cleaner data, clearer separation between prospects and owners, deeper customer insight, and lifecycle journeys that respond in real time – from lead nurture and test drive booking to servicing, repurchase and win-back.
Real-World Takeaway
CRM works best when the data reflects real drivers, real vehicles and real ownership journeys.
