Gartner Research

Case Study: Fiat Puts Customer Experience at the Center of Its CRM Strategy

Published: 20 June 2008

ID: G00158864

Analyst(s): Ed Thompson , Thilo Koslowski


Fiat, a European auto maker, was a finalist for Gartner's Europe, Middle East and Africa CRM Excellence Award in 2008. We examine how it made the customer experience a central pillar in the transformation of its business fortunes.

Table Of Contents
  • Overview
  • Introduction
  • The Challenge
  • Approach
    • Strategy
    • Implementation of the New Operating Model
    • Enhancing the Customer Experience
    • Using Customer Information
    • Technology Choices
  • Results
    • Dealer Channel
    • Contact Center
    • Web Site
  • Critical Success Factors
  • Lessons Learned

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