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.