How Volvo Autó Hungária Transformed Customer Management with Salesforce

From scattered spreadsheets to scalable, transparent operations

Introduction: When Excel isn’t enough anymore
Many companies still believe that CRM systems are only for large enterprises. But in reality, scalable and transparent customer data management has become essential for any business that relies on long-term customer relationships.
In 2017, Volvo Autó Hungária recognized that their marketing and customer service processes were becoming increasingly difficult to manage—especially after the introduction of GDPR.

“Our initial goal was simple: to have a CRM system at all,” recalls Attila Hadnagy, CRM Manager at Volvo. With the support of Attention CRM Consulting, the company implemented Salesforce, which has since become the backbone of their customer engagement strategy.

The Starting Point: Data Everywhere, But No Unified System

One of the first major challenges was consolidating information from multiple disconnected sources—including a locally developed email tool and Volvo’s proprietary Car Data system—into a single CRM platform.

While Car Data contained ownership records, it lacked visibility into multi-vehicle customers. This made it necessary to not only migrate but also cleanse the data—removing duplicates and mapping full customer histories.

Automotive Focus: Mapping the Full Vehicle and Customer Lifecycle

The CRM solution had to reflect the specific dynamics of the automotive industry. The system was customized to center data around each vehicle, capturing the complete ownership chain, operator, and service history.

Even Volvo-specific customer intent types—such as RFI, RFO, or TDR from the website—were integrated and categorized within Salesforce for precise lead tracking.

Real-Time Lead Tracking with Centralized Data Flows

The team also integrated Salesforce with iContact, their campaign email tool. This setup delivers detailed performance analytics on each campaign.
Meanwhile, leads from the website and call center are automatically routed into Salesforce and segmented by intent type.

GDPR compliance is built-in: each lead record contains the customer’s consent documentation—whether submitted digitally or on paper.

“Our Multicomos operators work directly in Salesforce, so there’s no data loss. Everything is instantly visible across teams,” notes Hadnagy.

Reporting, Service Data, and Targeted Campaigns

With Salesforce, Volvo gained the ability to generate detailed reports—tracking which dealerships sell which types of vehicles and where interest originates.

The customer service team also benefits from full visibility into each car’s service data, mileage, and age—enabling targeted marketing campaigns, for example when wear-and-tear part replacements are due.

Where Volvo’s CRM Stands Today

Volvo Autó Hungária now fully utilizes Salesforce Professional Edition. All relevant data is available for every vehicle—new, used, and Selekt certified alike.

Their next goal? Deepen collaboration with dealers and gain even greater visibility into service activity. This will enable unified brand communication and more powerful, data-driven marketing initiatives.

More Than a System: A New Way of Operating

Volvo’s story demonstrates how a CRM platform can evolve into a multi-layered business tool. Beyond streamlining campaigns, it empowers complete customer journey tracking, integrates aftersales teams, and ensures full GDPR compliance—all in a single platform.

“CRM isn’t just a system anymore. It’s a core part of how we operate,” says Hadnagy.

Why Salesforce is Winning in the Automotive Sector

Because customer expectations have changed. Buyers don’t just want information about the car—they expect a seamless experience from the first click to the next purchase. Salesforce makes it possible to:

• Connect marketing, sales, customer service, and aftersales
• Get a real-time view of every customer interaction
• Increase conversions and loyalty through automated, data-driven campaigns

Global Automotive Success Stories with Salesforce

Toyota
Toyota USA built a digital ecosystem using Salesforce that connects vehicle owners in real time with dealers, service providers, and mobile apps. The goal? Extend the customer experience well beyond the point of sale.
Read the case study

BMW
BMW Group implemented a Salesforce-based service solution to deliver personalized experiences for every customer—across multiple brands and markets worldwide.
BMW chooses Salesforce

Salesforce Automotive Cloud: Built for the Industry

In 2022, Salesforce launched Automotive Cloud, a purpose-built platform tailored to the automotive sector’s unique challenges. It enables:

• Full visibility into vehicle lifecycle data (e.g., service history, ownership changes)
• Secure data sharing across OEMs, importers, and dealerships
• Seamless coordination between digital and physical customer touchpoints

Learn more about Salesforce Automotive Cloud

Why Work with Attention CRM Consulting?

If you’re looking for more than just a tool—and want a true business solution—Attention CRM Consulting is the right partner.
We don’t just implement systems. We guide our clients through the entire digital transformation journey as strategic advisors.

Proven track record:

• 14+ years of experience in domestic and international CRM projects
• 250+ clients, from mid-sized to large enterprises
• 350+ successful implementations across industries

Recognized by Salesforce:

• Salesforce Summit Partner (top partner tier)
• Salesforce Partner of the Year
• Salesforce Knowledge Partner of the Year
• Agentforce Readiness Partner of the Year

Why does this matter?
Because you’re not just choosing a software—you’re choosing a partner that understands your business.
Our goal is simple: to make CRM not just operational, but transformative—driving growth, efficiency, and outstanding customer experience.