Multi-Channel Dealer Marketing Ups Response Rates€¦ · Multi-Channel Dealer Marketing Ups...
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Multi-Channel Dealer Marketing Ups Response Rates Client This Asian automobile manufacturer has grown rapidly to become one of the world’s largest automobile companies, with Business Requirement After earlier successfully launching a marketing program with Concentrix, this client required to increase customer satisfaction, brand loyalty, and revenue for its parts and service business in North America. The OEM had experienced To summarize: • • Engage customers across multiple channels (including direct mail, email, SMS, SEM, social, display banners, in dealership marketing). • • and communications. • Relaunch the marketing program for dealers using the new solution. Driving the OEM’s parts and service sales on the street! Of ine Vehicle Owner Online Lifecycle Management, Data Modeling and Analytics, and Message Assembly Data Integration Client Databases Appointment Setting RO Data Collection Other Suppliers Incentives Statement Messaging eStatement Messaging Text Messaging Point of Purchase Auto-voice Messaging Call Center Direct Mail eFlyer Mobile Coupon Social Media eMail Portal Geographic Data Point of Sale Data Service Loyalty Data Vehicle Sales Data Vehicle RO Data Customer Contact Data Census and 3rd Party Data Credit Data Figure 1: Targeted Multi-Channel Campaigns That Deliver Higher Conversion Response Rates Service Marketing CONCENTRIX TM
Transcript of Multi-Channel Dealer Marketing Ups Response Rates€¦ · Multi-Channel Dealer Marketing Ups...
Multi-Channel Dealer Marketing Ups Response Rates
ClientThis Asian automobile manufacturer has grown rapidly to become one of the world’s largest automobile companies, with
Business RequirementAfter earlier successfully launching a marketing program with Concentrix, this client required to increase customer satisfaction, brand loyalty, and revenue for its parts and service business in North America. The OEM had experienced
To summarize:
•
• Engage customers across multiple channels (including direct mail, email, SMS, SEM, social, display banners, in dealership marketing).
•
• and communications.
• Relaunch the marketing program for dealers using the new solution.
Driving the OEM’s parts and service sales on the street!
Of ine
Vehicle Owner
Online
Lifecycle Management, Data Modeling and Analytics, and Message Assembly
Data Integration
Client Databases
Appointment Setting
RO Data Collection
Other Suppliers
Incentives StatementMessaging
eStatementMessaging
TextMessaging
Point ofPurchase
Auto-voiceMessaging
CallCenter
DirectMail
eFlyerMobileCoupon
SocialMedia eMail Portal
GeographicData
Point of Sale Data
Service Loyalty Data
Vehicle Sales Data
Vehicle RO Data
Customer Contact Data
Census and 3rdParty Data
Credit Data
Figure 1: Targeted Multi-Channel Campaigns That Deliver Higher Conversion Response Rates
Service MarketingCONCENTRIXTM
Our SolutionTo drive and exceed the benchmark metrics for the program, we performed a comprehensive analysis of past service marketing performance and control groups available at the OEM and dealer levels. Concentrix provides an end-to-end solution addressing the vehicle owner lifecycle (prospecting to retention) and communicates the “right marketing message to the right customer at the right time.” We enrich the messaging with our customer insights using analytics based on multiple data feeds (source databases), including vehicle data, driving behavior, demographics, and purchasing trends. This includes
insights, we design more compelling communications to drive customer retention and brand loyalty.
Combining the multiple data feeds and our multichannel approach, Concentrix redesigned the program to infuse several new
to help the OEM elevate brand experience for its vehicle owners. At the same time, we provide customization/personalization of marketing messages at the dealer and vehicle owner levels, taking into account their preferences on how they want to be contacted.
We relaunched the new program with a team of marketing consultants that worked with each dealer via phone, email,
addition, we educated dealers with information materials including printed guides, detailed website updates, quick reference sheets, and training videos.
Major Results• Growing parts and service sales by 58%: Within just one year, our owner communications program helped this client increase revenues from $267 million to $423 million, delivering an ROI of $40 for every marketing dollar spent.
• Increased customer response rate from 24% to over 26%: Our strategy drove a clear increase in the number of customers purchasing services from this client’s dealerships. When compared against industry standards, our response rate growth is
• Dealer participation increased from 90% to over 96%: Within a year, we have ensured a 6% jump in program participation.
• Increased dealer satisfaction rate to 94%: marketing communications, support, program reporting, and the website.
ABOUT CONCENTRIX Concentrix, a wholly-owned subsidiary of SYNNEX Corporation (NYSE: SNX), is a leading business services company. We focus on customer engagement and improving business outcomes for over
and back office solutions in 40+ languages from 125+ delivery centers. We serve automotive; banking and financial services; insurance; healthcare; technology; consumer electronics; media andcommunications; retail and e-commerce; travel and transportation; and energy and public sector clients.
To learn more, please contact us at [email protected] or visit www.concentrix.com
450 global clients across five continents. Our 100,000+ staff deliver technology-infused, omni-channel customer experience management, marketing optimization, digital, consulting, analytics
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