Servco Expands Relationship with Amperity to Maximise the Value of its Customer Data at Scale

Building on global success, Servco leverages Amperity to unify online and offline data to improve the customer experience and build brand loyalty in the hyper-competitive automotive retail space

Servco, one of the largest Toyota dealer groups in Australia, leverages Amperity, the leading customer data platform (CDP) for enterprise consumer brands, to achieve a comprehensive view of the customer and drive better insights at top speed, building on its success in the North American market.

In 2019, Servco teamed up with Amperity to connect siloed customer data across its businesses, create highly accurate 360-degree views of their customers and households, and get actionable business insights to better build customer trust. The timing was impeccable as delivering on exceedingly high customer expectations became even more important during the pandemic.

And the results were impressive:

• 32% increase conversion on leads generated
• 41.5% deduplication rate achieved
• 140% faster segment creation
• 220% above automotive industry average open rates
• 255% above the industry average for click-through rates

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Servco Australia faced similar business challenges to that of its global headquarters but had the added challenge of having a number of legacy systems that came by way of an acquisition. Servco needed an easy way to consolidate all of these disparate systems and make the data actionable. Amperity was able to provide a next-generation data foundation to unify all of Servco’s customer data into one centralised location.

“With Amperity, we’ve been able to successfully harmonise all of our data from across multiple disparate systems to achieve a unified view of each customer. This has provided us with more insights, enabling us to offer a more sophisticated approach to the utilisation of that data,” says Kane McHardy, Chief Operations Officer at Servco Australia.

The results have been inspiring. Before Amperity, unifying customer data from online and offline channels used to take its teams three days; now it takes 30 minutes – a decrease of 98%. The Servco marketing team took advantage of a centralised, accurate and accessible data foundation to create and activate audience segments 140% faster. This led to highly personalised customer interactions, resulting in click-through rates 255% above the industry average for the automotive industry.

Revving up the data engine for the win

McHardy shares that he is excited for the future with Amperity, stating, “Longterm, I think we’ll see more engaging content, a better customer experience, greater retention and loyalty and less frustration for our employees.”

Amperity Area Vice President Billy Loizou says, “We’re delighted to see Servco achieve fantastic results on par with that of Global. You look at the three key things we want to influence and that’s business performance, employee productivity and customer experience, and we’ve been able to achieve all three with Servco.

“We couldn’t be more proud to help Servco drive the best results for its marketing and business campaigns with unified customer data — the foundation that powers every insight and action they take to deliver a powerful customer experience every time.”

Although fresh to the region, Amperity is experiencing exceptional traction and success, currently working with several leading brands in Australia, including Endeavour Group, the nation’s largest hospitality and drinks retailer. Learn more about Amperity’s expansion in the Asia Pacific region here.

Founded in 1919, Servco Pacific Inc. is Hawaii’s largest private company. Servco’s main businesses are in automotive distribution and retailing, and in musical instruments and e-learning. In the automotive area, it owns a diverse group of automotive businesses including exclusive distributorships of Toyota, Lexus, and Subaru in Hawaii; a network of over 30 retail dealerships in Australia and Hawaii, and Hui Car Share and other mobility initiatives. It is one of the Top 30 largest automotive dealer groups based in the U.S. and one of the largest Toyota dealer groups in Australia. In musical instruments, it owns Fender Musical Instruments Corporation, the iconic global maker of Fender, Gretsch, Jackson, Squier and EVH guitars, basses and amplifiers and provider of music e-learning through its Fender Play app; and Presonus, a leader in music technology solutions for creators and players. Servco is also a major shareholder in Roland Corporation, the innovative manufacturer of electric keyboards, synthesizers, percussion and guitar amplifiers and sound effects. In addition to Servco’s operating businesses, it is an active investor in venture capital, particularly around mobility and music creation. The company has been recognised as a 2022 US Best Managed Company and one of the “Best Places to Work in Hawaii” for 18 consecutive years.

Amperity is a leading Customer Data Platform provider that helps companies use data to improve marketing performance, build long-term customer loyalty and drive growth. Amperity’s flagship enterprise CDP is used by many of the world’s most loved brands, such as Alaska Airlines, Endeavour Drinks, Kendra Scott, Lucky Brand, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. The company is headquartered in Seattle with offices in New York City.

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