— Case Study×
Relationship Marketing in Automotive Industry
As the market leader, the marketing capabilities of this automotive company were highly sophisticated in terms of mass communication. The company wanted to make the strategic initiative of enhancing its competency in relationship marketing, maintaining customer loyalty.
During the assessment it was observed that the company was tracking vehicles sold rather than customers. Systematic analyses of customer behavior were unavailable, and the usability of the existing customer database and the opportunities it could provide were unidentified.
First, touch point analysis was conducted and the company’s contacts with its customers were identified in more detail. Following this, a Customer Relationship Roadmap was developed and long-term strategic priorities determined.
- Enhancement of customer analytics. (customer data de-duplication and unification, value-based segmentation, customer lifetime value)
- Identification of quick win opportunities and transfer of successful pilot applications into sized and regular marketing campaigns.
- Improvements in campaign management competency of the center and the dealers – definition of campaign planning and implementation processes.
Furthermore, a unique loyalty program was designed in order to retain valuable customers. The loyalty program applied global best practices, customized for local dynamics. Point mechanism, process flows, enrollment and redeeming mechanisms were designed.
All of the identified initiatives were implemented during the project duration. Quality and performance-oriented business reports have been deployed. Various marketing and sales programs were implemented with the highest return rates of any marketing initiative to date realized.
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