For SEAT & CUPRA UK, effective lead management is about more than chasing enquiries. It’s about consistency, timing, and creating a process that genuinely improves the customer experience.
Emelie Kenton, Sales Development Manager, has played a key role in making that happen. With nearly five years in the role and 17 years in the wider group, she knows what it takes to manage sales performance across a national retailer network. And she’s clear on the role TrackBack plays in enabling that.
In this testimonial, Emelie shares how TrackBack supports her daily work, helps drive long-term change, and gives the brand the confidence to manage performance with clarity and consistency.
A Partner That’s Embedded in the Business
"We’ve been using TrackBack for around eight years across SEAT & CUPRA, and I’ve worked closely with it throughout my current role. It’s completely embedded in what we do now. There’s no distinction between TrackBack and our process - it’s just part of how lead management works.
SEAT & CUPRA were early adopters in the group. Only Audi went first. That’s helped us get ahead in terms of establishing a consistent way of measuring and managing follow-up. It’s also meant that our retailers are used to it. There’s very little resistance now because it’s seen as part of the infrastructure.
TrackBack isn’t a supplier to us. We treat them like part of the team. We work closely with our Account Director and the wider group. We’ve even had socials together. That kind of relationship helps us have honest, constructive conversations, and it means the programme evolves with us."
Managing All Lead Types in One Place
"TrackBack supports us across multiple lead types. We handle new car, used car, and finance leads through the system. Most come from the SEAT or CUPRA websites, but finance leads are integrated from our finance house, VWFS.
We also run CheckBack through TrackBack. That’s our post-delivery follow-up programme. If a retailer hasn’t contacted a customer after a handover, TrackBack sends them an alert to follow up. It’s a small step, but it makes a big difference to customer satisfaction.
Occasionally, we see customers creating leads through the wrong journey - for example, a Motability or small business user might create a lead through the retail path. But TrackBack still helps us keep that in check and manage the response consistently."
Smart, Evolving SLAs
"When we started, our core SLA was about speed - we asked retailers to contact new leads within one operational hour. That’s still our benchmark. TrackBack monitors that for us, and it’s helped lift our response times significantly.
But we realised early on that speed isn’t enough. Retailers were making one quick call to tick the box, then moving on. So we introduced a second SLA - they also have to attempt ongoing contact within five days if the customer wasn’t reached first time.
That shift really helped with appointment rates. It showed the network that we weren’t just looking for surface-level engagement. We wanted them to be tenacious and customer-focused, not just compliant."
Adapting Quickly to Retailer Behaviour
"We’re always learning and refining. After we added the second SLA, we started seeing some retailers manipulating their performance. They were making too many attempts just to increase their average and meet the target.
That wasn’t what we wanted. So we worked with TrackBack to put a cap on the number of contact attempts allowed per customer. That stopped the overcalling and helped keep the focus on quality.
That’s a great example of the collaboration. We didn’t come up with the fix - TrackBack did. They flagged it, proposed the cap, and we got it live really quickly. That kind of support is what makes them a real partner."
Holding Retailers Accountable
"Our most effective results come when we align our TrackBack SLAs with our central margin structure. If a retailer doesn’t meet the SLA, it affects their bonus. That creates a much stronger incentive and drives consistent behaviour.
It’s not about punishing people - it’s about setting a clear, fair standard across the board. Without TrackBack, we’d really struggle to maintain that consistency. It gives us the ability to say, ‘Here’s what’s expected, here’s how you’re doing, and here’s what needs to change’ - with data to back it up."
Deep Visibility and Granular Reporting
"One of the most valuable parts of TrackBack is the visibility it gives us. I can see every single interaction between the retailer and the customer - every call, every email, every missed opportunity. It’s all there.
That level of detail means we can always get to the truth. If we’re challenged by a retailer, or if marketing questions the value of a campaign, I can go into the data and find a clear answer.
The reporting tools have improved a lot over the years. When I first started using TrackBack, we had to request a lot of custom reports. Now, the filters and export options give us a lot more flexibility. We can get most of what we need straight from the system.
There’s still work to do on modernising the dashboard - and we’re actively working with TrackBack on that right now - but the foundation is strong. It’s comprehensive, accurate, and trustworthy."
Scan: The Human Layer of Insight
"One of TrackBack’s most valuable tools is Scan. It’s what sets them apart from everyone else.
The Scan team listens to a sample of calls every week and flags any that fall below standard. I get a list of those escalation calls every Friday, and I use them to spot risks and support retailers.
Without that, I probably wouldn’t have the time to proactively listen to calls. But because it’s flagged for me, I can step in when needed and address specific issues. It helps me stay close to the real experience without getting buried in hours of audio."
Using Scan to Prove Internal Assumptions
"We don’t just use Scan to check on retailers. We also use it to understand our own campaigns.
For example, we run affiliate lead generation through platforms like AutoTrader or Ask A Price. These leads come from third-party sites where customers aren’t necessarily looking to speak to a retailer right away - they’re earlier in the journey.
When we noticed these leads weren’t converting, Scan helped us prove why. We listened to the calls and found that customers didn’t realise they’d made an enquiry, or weren’t ready to talk about a test drive.
That gave us hard evidence to take back to our marketing team. It helped us rebalance our lead generation strategy and stop wasting budget on channels that weren’t giving us quality outcomes."
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Strengthening Collaboration Across Teams
"TrackBack doesn’t just help us manage retailers - it helps us manage ourselves. It gives us insight to challenge internal processes, improve campaign decisions, and make sure we’re not just chasing volume for the sake of it.
Because it’s data-backed and conversation-based, it adds real context. We’re not just saying, ‘This isn’t working’ - we’re saying, ‘Here’s what the customer actually said, here’s how the retailer responded, and here’s why it didn’t convert.’
That level of detail cuts through internal debates fast."
Network Buy-In and Long-Term Engagement
"The fact that we’ve used TrackBack for so long really helps with buy-in. Our network knows the system. They know what’s expected. And they understand that it’s not about monitoring for the sake of it - it’s about improving performance and customer outcomes.
We have a Retailer Development Group made up of five or six key partners. Before we roll out any new measures, we take it to them. That helps us pressure-test the idea and get early feedback before going network-wide.
Yes, some retailers are nervous about call recording. But they also know we use it to support them. It’s not Big Brother - it’s about raising standards and giving them insight to improve."
Technical Support That Delivers
"I’ve worked on several integrations with TrackBack, including with our finance partner VWFS and a new digital tool we’re launching on our website. Every single time, it’s been smooth and well-managed.
The tech team is responsive, knowledgeable, and proactive. If something’s not working, they spot it before we do. We’ve even had messages saying, ‘Hey, we haven’t seen leads come through today - is that expected?’ That kind of attention to detail makes a huge difference.
What I really like is that we get direct access to the technical team. We’re not just raising a ticket and hoping it’s picked up. We’re having proper conversations about how to make things work better."
Account Management That Feels In-House
"We see our Account Director and the TrackBack team as an extension of our team. We meet regularly, share challenges, and plan future improvements together.
They don’t just wait for us to ask for help. They bring new ideas, spot trends, and help us stay ahead of potential issues. That proactive relationship is rare in a supplier. And it’s why I think we’ve been so successful in embedding the programme across the brand."
What Could Be Better?
"The one area that needs attention is the reporting dashboard. It’s functional, but not particularly modern. We’d love to see more visual insights, easier navigation, and a quicker way to access summary-level data.
At the moment, there’s a bit too much downloading and merging needed to get to key insights. But to be fair, this is something TrackBack already recognises. We’re working together to redesign the interface, and I’m confident we’ll see big improvements soon."
SEAT CUPRA TrackBack Testimonial: Final Thoughts
A few final questions:
What would your day look like without TrackBack?
"Honestly? Awful. It’s our enabler. It’s how we keep the network consistent, how we track performance, and how we challenge ourselves. I couldn’t do what I do without it."
How would you sum up TrackBack’s value in one sentence?
"It enables us to performance manage our retailer network efficiently and effectively to drive improved performance."
What would you say to another brand considering TrackBack?
"I’d say just go for it. We’ve looked at all the competitors. Some offer flashy dashboards or bigger teams, but none of them deliver the combination of insight, flexibility, and genuine support that TrackBack gives us.
If you want something that actually helps your business change behaviour and make smarter decisions, this is the one."