Jaguar Land Rover reimagines its customer experience with Connect.

As part of Jaguar Land Rover's "Reimagine" strategy, a comprehensive plan to transform into a modern luxury business with a focus on sustainability and electrification, the company has implemented a contact centre digitalisation strategy with Connect UK to deliver exceptional customer service to its discerning clients.

“As creators of the world’s most desirable brands for the most discerning clients, the long-term vision of our Reimagine strategy is to live the exceptional with soul,” explains Michael Cotter, Global CRC Transformation Manager at Jaguar Land Rover. 

Driving change across an entire ecosystem.

“However, this transformation extends beyond our vehicles. It includes a desire to unlock electrification and modernisation across our entire footprint and ecosystem while making the transition effortless for our clients.” 

 With luxury the driving force behind this strategy, Cotter says the company’s Creator’s Code underpins all its customer-centric efforts.  

“We love our customers. They sustain our business, which is why we are committed to engaging them with integrity by speaking with truth, and making progress together to grow the business with purpose and impact,” elaborates Cotter. 

At the heart of this approach lies the new Jaguar Land Rover contact centre. Implementation began in January 2025, with a focus on freeing advisors to give every client engagement the time and respect they deserve.

“Our client relationship centres (CRCs) support 1 million clients a year. Our advisors need to deliver exceptional customer service, which necessitated a shift away from the admin-heavy, reactive tasks that dominated their day in the legacy contact centre, to a more proactive value-adding environment,” continues Cotter.

Aligned partnerships for real results.

Connect was selected as Jaguar Land Rover’s preferred partner for this contact centre modernisation project because the company’s outcomes-based and services-led approach meant all parties shared the same vision. Working alongside Salesforce integration specialist fluent:cx, they enhanced Jaguar Land Rover’s Salesforce Centre of Excellence with deep telephony expertise, optimising every aspect of the solution for the business.

“From day one, we acted as an extension of the Jaguar Land Rover team, bringing our telephony and contact centre expertise. Jaguar Land Rover has been the perfect fit for our Accelerator program, enabling us to rapidly deploy complex routing logic in Salesforce and onboard Service Cloud Voice” says Steve Ward, Managing Director and Co-Founder at fluent:cx.

By aligning technology with operational goals, we helped create a seamless platform to deliver real value in record time and the exceptional customer experience they envisioned.

“As a vendor-independent contact centre solutions provider, we are uniquely positioned to deliver solutions that meet the needs of each client,” explains Edward Walker, Client Director at Connect.

In Jaguar Land Rover’s case, that meant starting with the desired customer experience (CX) and crafting the ideal solution, rather than proposing a technology solution upfront.

“Before selecting a partner, we determined how our advisors wanted to work and what the CX should look like. We then selected a partner who could meet these outcomes,” explains Cotter. “We went with Connect due to their vision and ability to deliver the outcomes we wanted.”

Technology-enabled strategies for success.

The biggest challenge hampering Jaguar Land Rover’s ability to deliver exceptional CX was the disparate systems and a lack of a shared knowledge base, which created inconsistencies across its CRCs around the globe.  

“Each market has a different tech stack, which meant there was no consistency for advisors and clients from an employee experience (EX) and CX perspective,” adds Cotter.   

To deliver a more consistent EX, the vision was clear: create a single screen for advisors to manage all customer engagement. The teams began implementation at Jaguar Land Rover’s UK and US CRCs and its EU hub in Madrid. 

“Connect came to us with a proposal to implement Amazon Web Services Connect Voice and Salesforce Service Cloud Voice to transform our telephony, and the Calabrio workforce management (WFM) and quality management (QM) modules in the initial phase.”

The UK CRC has also gone through a complete tier 1 and 2 change. Connect has deployed online sales assistants, and created a more seamless journey for teams within the regional centre of excellence, which looks after data, reporting, and real-time quality metrics. 

In addition, JLR has rolled out Agentforce by Salesforce in the UK as a proof-of-concept (POC) project, which is currently going through final round of UAT, with plans to scale this solution at a later stage.

Fuelled by forward momentum.

“The new capabilities have shifted the CRC from a reactive to a proactive operation, empowering our advisors to check in with clients to enhance CX, with the ability to tap into connected car data to introduce predictive maintenance into our service offering.”  

Jaguar Land Rover has already seen a significant improvement following the initial implementation phase.  

“Our north star metric for success is client survey data, and we have already seen improved customer satisfaction (C-SAT) scores and an improvement in advisor survey data this fiscal quarter,” confirms Cotter. 

Connect has also supported Jaguar Land Rover’s in-house data management team with data transfer and integration, which happened concurrently with the voice and WFM solution implementation.  

Connect supported us in bringing all the pieces together. Their relationships with AWS and Salesforce have also proven invaluable to the project thus far, with their vendor-independent approach the key to unlocking the best solution to meet our needs. We look forward to continuing to work with the team in the next phases of our contact centre Reimagine project,

concludes Cotter.