Lexus CRM Tool and Mailer

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The goal was to develop a system to connect Lexus dealership sales personnel with over 6600 local and active customers to provide after sales service. Lexus sales staff needed access to a large database of contact information in a timely and organized fashion. The system should have the ability to communicate, via email, notifications regarding Lexus after sales service, in this case, the hosting of an event gala for new owners of Lexus vehicles. Lexus staff wanted customers to be searchable by their customer identification numbers while keeping that information private to the outside world. Lastly, it was necessary to make the system simple, easy to use, and reliable.

Lexus sales staff needed the ability to have customer account details available for them while on the phone or communicating via email. It was envisioned that when customers received the after sales services, sales staff would be able to both indicate on their account that service has been communicated and store customer response to the service.

Designs were conceived and graphics translated and optimized for display online. Lexus graphics and logo were used for visual appeal and identity. A beautiful shot of the Lexus RX30 was placed just above the application interface.

“Maintaining the Lexus brand was of paramount interest. We did not want to design a system that felt uncomfortable and surreal. One of our team’s best talents is maintaining consistent brand on different mediums, in particular, the internet.” – Roley Chiu, Director of Operations

New dealership databases were designed to allow reports to be generated and data pulled quickly and efficiently. Information was transferred into the database from non-database format using custom scripting. Reports were made printable for their sales staff to track their coverage.

“With the potential of multiple staff accessing the system concurrently, it was imperative that the system handle multiple users. I wasn’t about to design a system that would fold under the pressure.” – Wesley Friend, Director of Technical Development

The interfaces were designed and built to be as simple and effective as the Lexus style:

“I understood that it was entirely possible that sales staff may or may not have experience with the internet, much less using the application we were to build, so I designed a simple interface that was both easy to understand and comfortable on the eye.” – Harry Ma, Director of Creative Development

The Actuent Development Team then gave life to the core functionality of the system: The interfaces were infused with the programming necessary for database communication, thus allowing customer information to be displayed and gala attendance marked on the account.

Communicating with over 6600 people required the power of a custom mailer built and integrated with the entire database of Lexus customers. The mailer was designed to give staff the ability to communicate with all customers at once, with a simple click.

“Providing after sales service helps build the long term relationships that generate return business. The system we put together would effectively strengthen customer relations and promote brand loyalty.” – Gino Pugliese, Director of Business Development.

Lexus Canada was able to connect their BC sales staff with thousands of local and active customers. Clients were able to receive direct after sales service quickly and effectively. Sales staff now have a re-usable tool for quick access to customer information that operates on the internet and can be accessed by multiple staff concurrently, anywhere, anytime. Lexus was able to integrate their unique brand and image to a system that worked as flawlessly as the vehicles they produce.

Lexus Canada continues to set and surpass standards for luxury vehicles worldwide. With 30 main offices world wide, Lexus remains a premier supplier of quality vehicles in North America. A world leader with a vision to attain the “ultimate merging of design, technology, and aesthetics”, the Lexus brand is synonymous with luxury.