Jaguar Land Rover S.A.: Delivering modern vehicle experiences through data-driven strategies
About Jaguar Land Rover South Africa
Jaguar Land Rover is a U.K.-based luxury automobile and sport utility vehicle manufacturer with 44,000 employees in several countries. The company has a long history of delivering groundbreaking automotive designs and technologies. Jaguar Land Rover South Africa is a subsidiary company located in South Africa. It looks after the South Africa and Sub Saharan Africa (SSA) business units.
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About DotModus
DotModus, a Google Cloud partner, specializes in data analytics, AI/ML, and software customization to improve decision making, streamline operations, and reduce overall costs.
Jaguar Land Rover S.A. chose Google Cloud and partner DotModus to modernize its data warehouse by scaling it into an industry standard asset and utilizing best practice tools and technologies.
Google Cloud results
- Improves data accuracy from 65 percent to 95 percent
- Creates insightful customer records to better inform marketing and customer relationship management
- Democratizes information for sales, marketing, and other teams across the business
- Reduces inefficiencies and issues associated with poor data quality and access
- Increases data warehouse platform availability
Modernizes Jaguar Land Rover S.A. data warehouse environment
Data-driven decision making has made its way into virtually every industry and is informing day-to-day strategies at many of the world’s most successful manufacturers. Given supply chain challenges, constantly evolving customer demands, and an increased need for efficiencies, data-driven business insights are now more vital than ever.
This is becoming especially apparent in the automotive industry given heightened competition and continued supply chain issues. In addition, car buyers and owners expect increasingly innovative vehicles, as well as frictionless purchasing and service experiences today and in the future.
"Jaguar Land Rover South Africa (S.A.) is a premium brand, competing with other luxury vehicles that continue to push the envelope when it comes to design, performance, and functionality," says Linda de Vos, Customer Relationship Management Manager at Jaguar Land Rover S.A. "We need to meet modern car buyer expectations with the most advanced vehicle technologies and deliver premium service experiences during every customer interaction."
Jaguar Land Rover S.A. was working within a legacy IT environment that left critical customer information and other data siloed, inaccessible, and often incapable of adding value to the business. It embarked on a data journey with Google Cloud and DotModus to improve data quality, increase the value of information, and use more timely, accurate insights to inform everyday customer interactions.
Overhauling outdated data systems for better performance
Jaguar Land Rover S.A. knows the importance of nurturing customer loyalty but lacked the right tools to capture, analyze, and act on data. The biggest issue was a lack of data quality and an inability to seamlessly provide sales, customer service, and other teams with insights that empower them to offer customers the best possible experiences.
Its legacy data warehouse was off-the-shelf and came with many limitations, most importantly in its inability to deliver basic analytics. Additionally, users had not been capturing data correctly, meaning that one customer might have up to five different personas within the system.
"Our legacy data warehouse was beginning to demand too many employee hours to support, and it was reaching its end of life," says Sibusiso Cindi, IT Manager at Jaguar Land Rover South Africa. "Moving over to Google Cloud allowed us to cost effectively function at scale. The performance is faster and the tool ecosystem presents us with opportunities to scale beyond our imaginations."
Achieving a greater level of data quality and consistency would enable Jaguar Land Rover S.A. to strengthen loyalty and cultivate passionate brand ambassadors who keep coming back each time they need a new vehicle.
A first step involved overhauling its legacy systems that were used for lead management, end-to-end customer experience management, and more. "We wanted to create a better data warehouse to achieve a golden record status to build appropriate customer journeys that nurture loyalty and minimize churn," says Linda. "BigQuery along with the help of DotModus proved to be the ideal combination for us."
DotModus stepped in to get fully acquainted with Jaguar Land Rover S.A.’s data and then built dashboards that provided greater visibility into problems and pathways toward improvements. After a year of untangling the data, DotModus was able to make strong recommendations as it related to managing data that impacted customer experiences.
"DotModus has a highly technical team that is certified in Google Cloud," says Sibusiso. "Their exceptional understanding of Agile project management sets them apart from other competitors."
"DotModus has a highly technical team that is certified in Google Cloud. Their exceptional understanding of Agile project management sets them apart from other competitors."
—Sibusiso Cindi, IT Manager, Jaguar Land Rover South AfricaDotModus aligned information in dashboards to address important questions for the Jaguar Land Rover S.A. team. The goal was to not just improve data quality at the backend but also provide visibility into dealer performance, customer loyalty issues, and more.
"DotModus’ collaborative partnership, ability to look critically at all aspects of projects, and make sense of things was instrumental to our success," says Linda. "Given our small IT team, we couldn’t have done this without them. It’s hard to picture another partner matching their commitment and expertise. We couldn’t imagine going through this process without DotModus."
Additionally, security was a focal point of the migration, as Jaguar Land Rover S.A. needed to ensure information was protected at all times and in all touchpoints.
"It was crucial for us as an organization to partner with someone who understands this growing concern and has the know-how on how to respond to it," says Sibusiso. "The DotModus team has risen to the challenge and allows us to reside in cyberspace and still have a peace of mind."
Jaguar Land Rover S.A.'s success with Google Cloud and DotModus has been further enabled by Digicloud Africa, a distributor of Google Cloud products in Africa. Through its powerful collaboration with DotModus, Digicloud Africa guides Jaguar Land Rover S.A. and companies like it through their Google Cloud-inspired digital transformation journeys.
"The DotModus team provided quick turnaround times and a high quality service," says Sibusiso. "Their attention to Google Cloud best practice and local data security laws (POPI) enables our organization and customer’s data to be stored in the most secure way possible."
"The DotModus team provided quick turnaround times and a high quality service. Their attention to Google Cloud best practice and local data security laws (POPI) enables our organization and customer’s data to be stored in the most secure way possible."
—Sibusiso Cindi, IT Manager, Jaguar Land Rover South AfricaNurturing customers through the car buying journey
DotModus helped to create a more coherent flow of data for Jaguar Land Rover S.A.. Today, data is stored in Google Cloud Storage, picked up using Cloud Composer Airflow environments, and deployed in Google Kubernetes Engine for ETL and cleaning. Once the data is cleansed, it goes into BigQuery where it fuels insights through Looker Studio.
With this more modern approach to capturing and analyzing data, Jaguar Land Rover S.A. was able to implement advanced internal quality controls and measure input effectively. Before the new environment, the company had 60 percent data accuracy, a number that has improved to 95 percent since migrating to Google Cloud and leveraging dashboards built by DotModus.
"We accomplished our primary goal: the ability to reliably link customer records to individual customers," says Linda. "DotModus and Google Cloud enabled us to not just better track and understand our customers, but also to derive more actionable insights from data. It has made a huge difference in our ability to nurture customer loyalty."
Jaguar Land Rover S.A. now curates its customer records in more logical, valuable ways, breaking down personas by the most relevant details. For example, golden records are bolded in dashboards to indicate that they provide a high-quality and completely accurate view of a customer, while other records are marked to indicate if they need additional information.
The immediate benefit has been the company’s ability to more effectively manage marketing campaigns. When relying on records riddled with poor data quality, prospects might receive the wrong message potentially multiple times without the company knowing about it. With cleaner data available from every customer touchpoint, campaigns run more efficiently and effectively, offering existing and prospective customers much better experiences.
Given the benefits that Jaguar Land Rover S.A. has already seen from these efforts, the company is looking to use the more powerful data environment to tackle other customer-related and internal business challenges.
On the road to even more success in the luxury automobile market
Jaguar Land Rover S.A. is now working to further improve the impact of its data strategies by delivering the right message to the right customer at the right time, which wasn’t possible before using Google Cloud and DotModus.
"No one truly knows what’s going to happen with the future technologies and products in the automotive industry, but we do know that staying ahead of competitors will depend heavily on using data to continually refine customer experiences," says Linda. "With the help of Google Cloud and DotModus, we are hoping to more easily and consistently inspire car buyers to take action, deliver exceptional experiences, and build long-term loyalty."
As the industry moves toward offering more electric vehicles, Jaguar Land Rover S.A. is working to use its analytics capabilities to address the next generation of customer demands. For example, it intends to begin using more AI/ML technologies in Google Cloud and DotModus to achieve those goals.
"There’s a lot of incredible things coming out of this exciting, initial engagement with Google Cloud and DotModus," says Linda. "It’s inspiring us to reimagine many of our processes and innovate across teams. We have a lot more to come with DotModus and Google Cloud."
"With the help of Google Cloud and DotModus, we are hoping to more easily and consistently inspire car buyers to take action, deliver exceptional experiences, and build long-term loyalty."
—Linda de Vos, Customer Relationship Management Manager, Jaguar Land Rover South AfricaTell us your challenge. We're here to help.
Contact us
About Jaguar Land Rover South Africa
Jaguar Land Rover is a U.K.-based luxury automobile and sport utility vehicle manufacturer with 44,000 employees in several countries. The company has a long history of delivering groundbreaking automotive designs and technologies. Jaguar Land Rover South Africa is a subsidiary company located in South Africa. It looks after the South Africa and Sub Saharan Africa (SSA) business units.
About DotModus
DotModus, a Google Cloud partner, specializes in data analytics, AI/ML, and software customization to improve decision making, streamline operations, and reduce overall costs.