Defining a future after sales experience
Jaguar Land Rover

Defining a future after sales experience


Challenges and opportunities


To differentiate the aftersales service experience and create a set of distinctly Jaguar Land Rover branded propositions.

To win back market share from independents who offer OEM levels of service from a lower cost base.

To develop solutions that would meet the needs of the brand, business and customer.

To design for different customer personas, catering for their evolving needs and expectations and understanding the cultural nuances in different markets.

Needing to build a strong business case to engage National Sales Company staff and profit-focused dealers in the benefits of change.


To create new services and features that are great for the customer but also efficient and effective for business owners and operators.

To extend the reach of the network by offering mobile solutions and services delivered through a network of partnerships.

To draw on insights and benchmarks to leapfrog the industry norm and create propositions that are hard to imitate.

To create a set of reusable tools, such as personas and journeys, that are used as stimulus within other projects such as accessory sales and aftersales retention.

What we did

A set of customer personas, drawn from a long-list designed to cater for a wide range of customers with different attitudes to service from different key markets.

New concepts and features to enable services and experiences delivered through an omni-channel platform including people, environments, digital, connected car, partnerships, communications and contact centres.

New customer journeys, storyboarding and visualising use cases for different personas and how the new concepts and features are deployed in response.

Concepts grouped as enablers creating a set of new propositions and a view of the future experience platform required.


The concepts were used as stimulus for working sessions at JLR’s global conference and are currently being tested with NCS’s and Dealers in key markets.

The personas developed in this project are now being used in a further project to develop propositions to increase aftersales retention and drive increased parts and accessory sales.

Whilst not all fully implemented, the concepts and journeys have demonstrated the direction that should be pursued to differentiate and meet customer needs of the future. 

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