Client Centricity

Formula One teams are like any business seeking to survive, grow and generate a profit; they need to acquire, sustain and develop customers, and as a result the leading F1 teams have become extremely good at engaging with their customers and developing a broad range of service to ensure their continued satisfaction.

Client centricity is critical, for when multi national companies and brands support an F1 team in its endeavours the necessity to provide a 24 x 7 service 52 weeks of the year means that the 20 Grands Prix events become the tip of the iceberg. To the uninitiated the races may appear to be the focus for the teams and their customers – the sponsors – but in reality no customer is ever satisfied with the outcome of a single aspect of their engagement, they demand a 360 degree provision which delivers excellence at all times.

For the benchmark teams in F1, such as McLaren, Ferrari, Williams, Red Bull and Renault, their long term success has been created through successful delivery of customer centric strategies aimed at ensuring that whether the team finished 1st or last – the customer always feels satisfied with their service they receive.  For that reason it is often the driver appearances at corporate events, the use of F1 show cars at trade shows and exhibitions, the endorsement of the team in the case of technical case studies or the provision of wide ranging PR events aimed at helping the customers to build their brands that determine the success or failure of the team-customer relationship.