Renée Horne, the Chief Marketing and Customer Experience Officer at Chase Auto, captivated the audience at the Customer Response Summit (CRS) in Palm Springs with her vision of what’s possible when purpose, innovation, and empathy come together to transform an industry. She didn’t just talk about what Chase Auto does; she showed how they’re rethinking everything—from how people buy cars to how they finance them—with the customer at the heart of it all.
Her message was clear for CX leaders: We’re in the business of making dreams possible, and that takes more than great products. It takes building trust, leveraging data, and, most importantly, leading with empathy.
A Purpose That Drives Chase Auto’s Transformation
At the core of Chase Auto’s success is a purpose-driven approach. Renée shared that Chase’s purpose—”Make Dreams Possible”—isn’t just a catchy tagline; it’s a compass that guides every decision they make. For Renée, this isn’t just about selling cars or offering loans. It’s about empowering people to achieve their life goals, one car purchase at a time.
This purpose has inspired Chase Auto to continuously innovate, from digital tools that simplify the car-buying process to personalized services that reflect each customer’s unique financial journey. And that’s something CX leaders across industries can relate to: the need to constantly innovate while keeping purpose front and center.
Data That Empowers Both Customers and Teams
Renée also highlighted the power of data in driving Chase Auto’s success. With millions of active digital customers and thousands of dealer networks, Chase Auto uses advanced analytics to fine-tune every step of the customer journey. She shared a particularly impactful example of how Chase Auto improved the dealer experience by integrating pre-approved leads into dealers’ systems, resulting in faster, more accurate service—and a > 20 percent conversion rate.
For CX leaders, this is a reminder that using data to remove friction in the customer journey improves satisfaction and strengthens relationships with partners and employees. It’s about using data to empower your team to do what they do best: serve customers more effectively.
Leading with Empathy: Hearts & Minds
What made Renée’s keynote stand out was her emphasis on empathy. She referred to it as “strengthening the empathy muscle,” a concept that resonates deeply with CX leaders facing the same challenge: maintaining a human connection in an increasingly digital world.
Renée shared how Chase Auto tackled a spike in title-related complaints during the pandemic by digitizing documents and streamlining processes. As a result, they reduced complaints by 45 percent. Her message was simple: when you lead with empathy—genuinely listening to customers and understanding their pain points—you create lasting solutions that build trust.
The Future of Auto Financing: Simple, Seamless, and Customer-First
As Renée looked to the future, she further shared Chase Auto’s vision of simplifying the car-buying and financing experience. With innovations like the One-Click Pre-Qual Journey, Chase is making it easier than ever for customers to pre-qualify for loans. It’s a move toward transparency and simplicity—something every CX leader knows is vital to long-term customer loyalty.
Renée left the audience with an inspiring thought: whether you’re selling cars, offering financial services, or managing any customer-facing operation, putting purpose, innovation, and empathy at the center of your strategy is the key to success. Chase Auto isn’t just following trends—they’re setting the pace, and that’s what makes their customer experience truly exceptional.
We want to thank Renée and the Chase Auto team for sharing their invaluable insights and leadership at CRS. Your dedication to purpose, innovation, and empathy serves as a beacon for all of us in the CX space. We’re grateful for the chance to learn from you and are inspired to apply these lessons to our own customer experience opportunities and challenges.
