London, 23 August 2010 - Saab Automobile ("Saab") has appointed arvato, a leading provider of customer relationship management (CRM) services, to design and manage a new UK-based multi-lingual customer contact solution, consolidating activities from seven European countries from 23rd August.

Designed to improve customer experience and reduce costs, the new strategy encompasses Saab's sales, marketing, loyalty and customer service activities. Campaigns will use multiple channels, including SMS, internet, voice and email, and will focus on existing customers and prospects, as well as Saab's 600-strong dealer network across Europe.

Activities were previously managed separately, with customer service centralised and marketing programmes managed by local partners in each European location. In a consolidated approach, the UK solution will now be delivered by an arvato team operating from Saab's UK headquarters in Cranfield, with non-UK activity co-ordinated by a new multi-lingual European Customer Interaction Centre established at arvato's site in Twickenham, London.

Niclas Medin, Head of Customer Interaction Centre Operation, Saab Global Sales and Brand Operationals, said: 'Our strategic partnership with arvato is critical to improving our customer experience across Europe. Through this new approach, we aim to improve customer satisfaction while also reducing our costs by up to 30 per cent.'

'Key to this strategy is harnessing the power of the data from the contact centres to inform our sales and marketing activity, enabling us to build long-term relationships with our customers.'

He added: 'arvato's credentials in the automotive sector, international footprint and best practice approach were key factors in our decision. arvato has demonstrated the capabilities and flexibility to help us truly innovate our contact strategy and take Saab customer service to the next level. This partnership is about setting a new benchmark for the Saab brand.'

Mark Brown, Managing Director of arvato's CRM and loyalty services business, said: 'Saab enjoys an iconic status in multiple European markets and is committed to building on the brand's presence.'

'Our solution has been developed in partnership with Saab to provide a more consistent, coordinated and compelling customer experience to capitalise on new product launches and sales efforts.'

He added: 'A growing number of international brands like Saab are consolidating their customer contact activities through a single solution to improve customer satisfaction, proactive revenue generation and realise significant cost savings.'