In today’s automotive landscape, the journey with a customer extends far beyond the initial sale. As digital channels, direct-to-consumer (D2C) models, and rising customer expectations disrupt traditional paradigms, automotive brands—OEMs, dealers, and mobility providers—face a new imperative: deliver seamless, personalized experiences that drive loyalty and unlock new revenue streams across the entire vehicle lifecycle. At the heart of this transformation is the ability to unify fragmented customer data and activate it for omnichannel personalization. Salesforce Customer Data Platform (CDP), enhanced by Epsilon’s identity enrichment, is emerging as a game-changer for automotive leaders seeking to maximize customer lifetime value (CLV).
Automotive brands are data-rich but insight-poor. Customer information is scattered across sales, service, finance, connected vehicle platforms, marketing, and third-party partners. This fragmentation makes it difficult to recognize customers across touchpoints, deliver relevant, timely communications, and build the trust and loyalty needed to drive repeat purchases and aftersales engagement. Meanwhile, today’s customers expect more than a transactional relationship—they want proactive service reminders, personalized offers, and seamless digital experiences, whether they’re researching a new model, booking a service, or considering an upgrade.
Salesforce CDP, when combined with Epsilon’s CORE ID identity enrichment, enables automotive brands to break down data silos and create a single, actionable view of each customer. This unified profile is the foundation for:
Epsilon’s CORE ID, integrated directly into Salesforce CDP, connects online and offline touchpoints using a privacy-protected identity graph. This enables brands to recognize and reach more customers, even as third-party cookies and mobile ad IDs become obsolete.
Modern vehicles generate a wealth of data—from telematics and diagnostics to in-car app usage. By integrating connected car data into Salesforce CDP, brands can:
Unified customer profiles allow for:
With a 360° view of ownership history, engagement, and intent signals, automotive brands can:
Salesforce CDP enables brands to orchestrate campaigns across digital and physical channels:
As automotive brands collect and leverage more customer data, transparency and security are paramount. Salesforce CDP and Epsilon’s identity enrichment are designed with privacy at their core, ensuring robust consent management, transparent data practices, and secure data sharing. This builds trust with customers and ensures compliance with evolving regulations such as GDPR and CCPA.
Automotive brands that embrace CDP-powered personalization see measurable results:
Moreover, a robust CDP strategy positions automotive brands to adapt to future disruptions—whether it’s the rise of subscription models, mobility services, or new digital sales channels.
Publicis Sapient brings deep automotive expertise, proven frameworks, and accelerator templates to help brands realize value quickly. As a leading Salesforce and Epsilon partner, we guide clients through every stage of the CDP journey—from strategy and data integration to activation and measurement. Our approach is grounded in:
The path to maximizing customer lifetime value in automotive is clear: unify your data, enrich your customer understanding, and deliver the personalized experiences today’s drivers expect. With Salesforce CDP, Epsilon identity enrichment, and Publicis Sapient’s industry expertise, your brand can unlock new growth, loyalty, and resilience in a rapidly changing market.
Connect with Publicis Sapient to accelerate your CDP-powered personalization journey in automotive.