Matt Kemp leads F1’s CRM, Marketing Technology and Customer Operations strategy, overseeing the implementation of CRM solutions across F1’s commercial teams, customer service & channel management. This is supported with L&D & Knowledge base tools through to defining the marketing tech stack; where ultimately, all areas converge to form one overall solution.
Time really is a key factor with F1 fans, especially during races. When people see a complaint go unanswered, it looks like avoidance — or worse, indifference. Canned, unemotional and impersonal responses are not what we do so the content needs to be personal, emotional, urgent and practical. It’s what we expect and what our fans demand. We don’t need to emphasise with fans when we feel their pain; we give them the service we would expect ourselves.
Knowledge Management is key to this success. Building up content that is useful, readily available and can be created and served dynamically is a critical element in creating a leading event driven support solution.
Matt is still in the early stages of implementing Knowledge Management with clear plans and aspirations on what F1 needs to achieve over the next phase of their journey.