Maserati Selects Accenture Interactive to Help Re-Imagine the Customer Experience
November 28 2017 - 3:59AM
Business Wire
Accenture (NYSE: ACN) announced that Maserati, the premium
luxury vehicle manufacturer, has appointed Accenture Interactive to
help enhance the full Maserati customer experience across all
digital channels; expand global sales; and extend Maserati’s brand
equity around the world.
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Accenture Interactive to help Maserati
re-imagine the customer experience and boost sales (Photo: Business
Wire)
As Maserati’s global experience agency, Accenture Interactive
will be responsible for digital brand strategy, digital
advertising, digital content production, campaign management and
analytics services. Among its goals are maximizing Maserati’s
investments in supporting and enhancing the end-to-end customer
journey while maintaining the sophistication, elegance and style of
the Maserati brand.
Maserati sales have grown significantly in the last five years,
driven by success across its product line, including standout
growth on the new Quattroporte, Ghibli and Levante models.
Accenture Interactive will add and enhance end-to-end creative data
driven marketing, digital analytics and digital performance
management capabilities to the core of Maserati’s business,
enabling all departments — not just sales or customer service — to
be more customer-centric. It will then design new personalized
digital content and advertising to engage with prospects and
customers as well as provide the deep insights to help Maserati
learn from, and better customize, each customer experience.
“We are proud of our reputation for delivering a superior
customer experience, yet we’re still committed to improving every
interaction we have with current and potential customers,” said
Jacob Nyborg, Maserati’s head of marketing. “High-quality brand
experiences change the nature of our relationships in a positive
way, and we want to engage with our customers across all channels,
from media to after-sales, in more meaningful ways. That’s why we
selected Accenture Interactive; they have the capabilities to
manage our customer touchpoints holistically so we can deliver
great experiences that build consistent, seamless and authentic
interactions with our discerning customers.”
Maserati will work with a team drawn from across Accenture
Interactive, including data-driven marketing, digital delivery and
creative services from its creative agency, Karmarama.
“Progressive businesses like Maserati recognize that experience
is the new battleground, with customers expecting integrated,
human-centered experiences both digitally and in the real world,”
said Anatoly Roytman, who leads Accenture Interactive in Europe,
Africa and Latin America. “In our role as Maserati’s experience
agency, we will move beyond the historical silos of business and
marketing to create a horizontal and connected approach to
creativity and develop remarkable customer experiences that drive
business growth.
“The mandate from Maserati is clear: to use digital to help
drive sales, and at the same time, build premium brand equity.
We’re here to design a comprehensive marketing strategy designed to
achieve both of these targets in a connected way, seeking the most
creative and enduring customer experiences through the combination
of data, content and innovative marketing technologies.”
About Maserati S.p.A.
Maserati produces a complete range of unique cars with
individual personalities which are instantly recognisable anywhere.
Their style, technology and innately exclusive character, delight
the most discerning, demanding tastes and remain an automotive
industry benchmark. The brand's current line-up comprises the
flagship Quattroporte, the Ghibli executive sports sedan, the
Levante SUV, all available in GranLusso and GranSport versions and
the GranTurismo and GranCabrio sports cars. The most comprehensive
range Maserati has ever offered; with petrol and diesel engines,
rear-wheel and all–wheel drive, the finest materials and
outstanding expert engineering. A tradition of successful cars,
each of them redefining what makes an Italian sports car in terms
of design, performance, comfort, elegance and safety.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With approximately
425,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
About Accenture Interactive
Accenture Interactive helps the world’s leading brands transform
their customer experiences across the entire customer journey.
Through our connected offerings in design, marketing, content and
commerce, we create new ways to win in today’s experience-led
economy. Accenture Interactive was ranked the world’s largest
digital agency in the latest Ad Age Agency Report. To learn more
follow us @accentureACTIVE and visit
www.accentureinteractive.com.
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AccentureAndy Rowlands, +44 20 8396
3871andy.rowlands@accenture.com
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