TrustFord is the largest Ford dealer group in the country with over 1.8 million customers across its network. To support more effective marketing campaigns, it created a new single customer view which has improved personalisation and efficiency. Head of CRM Phil Rutter explains what was needed and how they made it happen.
Cross-functional teams in CRM are relevant to most businesses as it is unusual for a project of any meaningful size not to touch different areas. They are important as they can break down barriers. Darron Gregory of TAP London shares some tips for making them a success.