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🏢 Business Functions

This section provides an in-depth overview of the key business units involved in the C360 initiative. It highlights their primary responsibilities, data sources, tools used, and interdependencies within the broader customer data ecosystem.

1. Marketing Intelligence

  • Primary Role: Captures and analyzes customer feedback and sentiment through surveys.
  • Key Tool: InMoment — a customer experience management platform used to collect, analyze, and report survey data.
  • Data Interaction: Survey results feed into C360 to enrich customer profiles with behavioral insights and satisfaction metrics.
  • Dependencies: Works closely with Marketing and AfterSales teams to correlate customer sentiment with marketing campaigns and service outcomes.

2. Marketing

  • Primary Role: Drives targeted customer communications, campaigns, and personalized outreach.
  • Key Tools: Epsilon (data-driven marketing platform), Nissan United (internal marketing coordination), Shift (digital marketing and CRM).
  • Data Interaction: Utilizes customer segmentation, behavioral data, and enriched profiles from C360 to optimize campaign targeting and measurement.
  • Dependencies: Coordinates with Marketing Intelligence for customer insights, and Marketing & Sales for loyalty program integration.

3. Marketing & Sales (Loyalty Program)

  • Primary Role: Manages customer engagement and retention through loyalty rewards and incentives.
  • Data Interaction: Integrates C360’s unified customer data to personalize offers and track program effectiveness.
  • Dependencies: Strongly linked with Marketing and Sales Operations for data exchange and campaign alignment.

4. AfterSales

  • Primary Role: Focuses on post-sale customer support, service offers, and retention strategies.
  • Key Tool: Epsilon — leveraged for targeted communications and customer lifecycle management.
  • Data Interaction: Uses C360 data to identify service needs and cross-sell opportunities.
  • Dependencies: Works closely with Marketing and NMAC for coordinated outreach and retention efforts.

5. e-Commerce

  • Primary Role: Enables online vehicle purchase and related digital transactions.
  • Key Platforms: Buy@home and Doppler.
  • Data Interaction: Provides transactional and engagement data into C360, supporting end-to-end customer journeys.
  • Dependencies: Connected with Sales Operations and Marketing for seamless customer experience and campaign targeting.

6. Nesna

  • Primary Role: Manages insurance offerings and partnerships.
  • Key Partner: Liberty Mutual.
  • Data Interaction: Shares insurance-related customer data with C360 to support risk assessment and offer personalization.
  • Dependencies: Coordinates with AfterSales and Sales Operations to align insurance offers with service and sales activities.

7. CCS/VCS

  • Primary Role: Provides connected vehicle services and infotainment subscriptions.
  • Key Partners: SiriusXM, AT&T.
  • Data Interaction: Vehicle usage and subscription data feed into C360 to enhance customer profiles and enable targeted marketing.
  • Dependencies: Interfaces with Marketing and AfterSales for service promotion and customer retention.

8. NMAC (Nissan Motor Acceptance Corporation)

  • Primary Role: Manages financing, leasing, and credit services.
  • Key Tool: Epsilon for marketing and customer communications.
  • Data Interaction: Financing and credit data enrich C360 profiles to support credit risk analysis and personalized offers.
  • Dependencies: Works closely with Sales Operations and Marketing for integrated customer journeys.

9. Sales Operations

  • Primary Role: Oversees dealer operations, vehicle sales tracking, and incentive programs.
  • Key Tool: VPP (Vehicle Processing Platform).
  • Data Interaction: Provides sales transaction data into C360, enabling real-time visibility of customer purchases and preferences.
  • Dependencies: Collaborates with Marketing, Marketing & Sales (Loyalty), and NMAC for campaign alignment and customer lifecycle management.

10. TCS (Tata Consultancy Services)

  • Primary Role: Supports customer research and analytics.
  • Key Tool: IPSOS — market research and customer insights provider.
  • Data Interaction: Delivers analytic reports and consumer behavior studies to inform C360 data strategies.
  • Dependencies: Partners with Marketing Intelligence and Marketing teams to translate insights into actionable campaigns.

⚙️ Interdependencies & Data Flow Summary

  • Marketing Intelligence feeds customer sentiment data into Marketing and AfterSales functions.
  • Marketing and Marketing & Sales collaborate closely on customer outreach, loyalty programs, and campaign execution.
  • Sales Operations and e-Commerce provide transactional data critical for an accurate, up-to-date customer profile.
  • Nesna and NMAC supply insurance and financing data to complement purchase and service histories.
  • CCS/VCS adds connected vehicle and infotainment usage data to further enrich customer insights.
  • TCS/IPSOS analytics inform strategic decision-making across marketing and sales functions.

This interconnected network of business functions and their data sources creates a comprehensive, 360-degree view of Nissan customers—empowering personalized experiences and data-driven growth.

flowchart TD
    %% Business Units
    MI["Marketing Intelligence<br/>(InMoment)"]
    Mkt["Marketing<br/>(Epsilon, Nissan United, Shift)"]
    MktSales["Loyalty Program<br/>(Marketing & Sales)"]
    AS["AfterSales<br/>(Epsilon)"]
    EC["e-Commerce<br/>(Buy@home, Doppler)"]
    Nesna["Insurance - Nesna<br/>(Liberty Mutual)"]
    CCSVCS["CCS / VCS<br/>SiriusXM, AT&T)"]
    NMAC["NMAC<br/>(Epsilon)"]
    SalesOps["Sales Operations<br/>(VPP)"]
    TCS["TCS<br/>(IPSOS)"]

    %% Data flows & dependencies
    MI --> Mkt
    MI --> AS

    Mkt --> MktSales
    Mkt --> AS
    Mkt --> SalesOps
    Mkt --> EC

    MktSales --> SalesOps
    MktSales --> Mkt

    AS --> Mkt
    AS --> Nesna
    AS --> CCSVCS
    AS --> NMAC

    EC --> SalesOps
    EC --> Mkt

    Nesna --> AS
    Nesna --> SalesOps

    CCSVCS --> AS
    CCSVCS --> Mkt

    NMAC --> SalesOps
    NMAC --> Mkt

    SalesOps --> Mkt
    SalesOps --> NMAC

    TCS --> MI
    TCS --> Mkt