The Challenge.

When attending motor shows, Lexus sales staff record customer information which is then processed in order for company and vehicle brochures to be distributed. The data that Lexus collects at these shows is then loaded into its CRM Customer Relationship Management system. The company previously employed data entry staff specifically to take the customer forms filled in at shows and input them into their system. This took extra resources to complete both in terms of time and money. The challenge for Lexus was to develop a procedure that could directly input this data. However, it was also essential to have a solution that was unobtrusive and aligned with the company’s stylish executive image. Lexus had to find a way to combine three or four processes while still retaining its quality and style.

The Solution.

Destiny’s Digital Pen & Paper Technology, using Anoto Functionality, was selected by Lexus for its ease of use, efficiency and stylish appearance. The standard forms used before were retained, but were transferred to Anoto-treated paper – which contains rows of almost invisible dots that pick up the movement of the digital pen. The process, using the standard form and digital pen, is invisible to the client, as it transmits the data directly to Lexus call centre staff who can log on to the Destiny website where they can match the data against the original form to confirm data accuracy before adding the data to the Lexus CRM database.

The Results.

Lexus found that through the Digital Pen and Paper technology, customer information was downloaded into the system and was ready to use even before the customer had left the stand. This rapid response has helped enhance the company’s image and support Lexus brand development.