My Peugeot

The My Peugeot pan-European CRM hub for owners

Creating an online hub for Peugeot customers

Peugeot’s strength in the market is tempered by a generally declining sales across the industry and some brand fragmentation. In such a climate clear, coherent and unified customer communication drives new customer acquisition – and is critical in customer retention.

My Peugeot, an online vehicle management tool, had been available for a while, but was unfocused and a little clunky. Peugeot needed it to become a solid foundation for data capture and brand and promotional communication. Underwired was engaged to deliver an online experience that makes owning a vehicle easier and day-to-day motoring more enjoyable.

New areas provide added value through easy access to services like service information, email alerts, exclusive special offers and after-sales promotions. We developed a car management console consisting of a number of easy-to-use modules, designed to be engaging and to increase the consumer’s level of one-to-one engagement with the brand. Within the main blocks – my profile, my dealer and my vehicle information – users can modify, add or remove modules. The completely accessible Ajax interface means that users can also arrange the space, customise colour schemes and add RSS feeds, post-it notes and multimedia.

It’s just been rolled out in the UK, France, Germany, Italy and Spain. Eventually My Peugeot will be the central hub for all of Peugeot’s eCRM and CRM activities.