Borusan Otomotiv Success Story

Borusan Otomotiv chose Salesforce and Kofana Digital to design an ideal customer experience. Let's hear from Gökhan Yoluaçık, Executive Board Member Chief Digital Officer and Merve Parmaksızoğlu, CX Manager.

Borusan Otomotiv Builds a Unified Digital Ecosystem with Salesforce

As the official distributor of BMW, MINI, Jaguar, Land Rover, and BMW Motorrad in Turkey, Borusan Otomotiv tackled its data management challenges by implementing Salesforce, strengthening its leadership in digital transformation within the automotive sector. With a centralized data structure, end-to-end customer tracking, and full regulatory compliance, the company launched a more efficient loyalty management process.

Challenges and Solutions Delivered by Salesforce

1. Data Pollution and Fragmentation

The absence of a single source of truth and multiple duplicate entries by different dealerships led to severe data pollution. With Salesforce, a centralized view across the dealer network was established, data was deduplicated, and strict validation rules were implemented to prevent redundant records.

2. Lack of Data Verification

Data entered during vehicle handover by dealers couldn’t be verified due to a lack of system integration. Thanks to Salesforce integrations, the delivery process and customer lifecycle can now be fully monitored and tracked.

3. GDPR Non-Compliance

The storage and processing of customer data were not fully aligned with GDPR requirements. With Salesforce, customer consent is now properly managed, access and changes are logged, and a secure, compliant environment has been established.

4. Lack of Loyalty Management and Customer Tracking

Borusan Otomotiv couldn’t track customers' past purchases and service agreements effectively, hindering loyalty efforts. With Salesforce, a rule-based loyalty program was implemented and customer segmentation was clearly defined within the system.

Key Gains for Borusan Otomotiv

• Significant improvements in data quality and consistency

• Full visibility across vehicle delivery and customer lifecycle processes

• GDPR-compliant, secure data management

• Centralized lead tracking and processing

• Rule-based loyalty program with smart customer segmentation

With Salesforce, Borusan Otomotiv has built a scalable and future-ready CRM infrastructure that meets both current operational needs and evolving customer expectations. Managing all customer interactions from a single platform not only enhances operational efficiency but also delivers a more consistent and sustainable customer experience.