Connecting with customers: driving change with an
omni-channel focus
For CarMax, all roads lead to a more personalized
and pain-free customer experience.
With legacy systems that siloed data, CarMax was not as fast and responsive to customers as it wanted to be. A growing array of digital customer touchpoints from multiple sources had also become difficult to manage. Using the Reltio Connected Data Platform as a master data management solution, CarMax is now able to deliver a more personalized and pain-free customer experience.
Customers receive a more personalized experience across all channels
This is critical to allowing customers to progress on their car-buying journey online or in-store based on their preferences and ensures systems and associates have the most up-to-date data to best serve them at any point along their car-buying journey. In order to know the next best action or preference of an individual, CarMax needs to know that the same person who was online, and then calling in is also the same one going into the store.
Management can rely on aggregated source data for audit purposes
Reltio technology gives CarMax the ability to identify every source and change of data allowing the organization to audit internal processes. The company also leveraged MDM as part of its data privacy solution.
The company can move forward with other data-related projects, and take greater advantage of the Reltio platform’s analytics capabilities
Shamim Mohammad, Executive Vice President – Chief Information and Technology Officer at CarMax credits much of the company’s growth over the past five years to their focus on the omnichannel customer experience. “It’s absolutely clear that without this connected data, it would be really difficult to provide this connected experience,” Mohammad says.
For CarMax, next up is an expansion of its 360 concept to vehicles. Vehicle 360 plans to provide vehicle information specific to an individual VIN, including the available options for a style of vehicle that was actually installed on a VIN at the time it was built by a manufacturer. This will allow CarMax to more accurately price vehicles and merchandise them to their fullest to delight customers.
CarMax At a Glance
The Company:
CarMax is the nation’s largest retailer of used cars in the U.S., one of the largest wholesalers of used cars as well as a top 10 used car loan originator. The organization has sold more than 15 million wholesale and retail vehicles since 1993.
The Solution:
Using the Reltio Connected Data Platform as a master data management solution, CarMax has achieved impressive results:
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Customers receive a more personalized experience across all channels
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Management can rely on aggregated source data for audit purposes
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The company can move forward with other data-related projects, and take greater advantage of the Reltio platform’s analytics capabilities
“Reltio’s core capabilities allow for systems to integrate with the MDM hub without having to create custom endpoints. This allows new customer experiences to quickly move from experiment to scale without creating additional dependencies on the MDM team. We wanted to get to the point where we had a 360-degree view of our customers, and we couldn’t deliver that without having the data, systems, and technology together in a connected format.”
SHAMIM MOHAMMAD, Executive Vice President – Chief Information and Technology Officer at CarMax.
