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Customer LifeCycle Management SM Tap into YOUR hidden potential with
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Customer LifeCycle ManagementSM
Tap into YOUR hidden potential with
DPS PerfectCircle Suite of Marketing Capabilities
<Month Day, Year>
<Your name>
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…How can you be sure you are optimizing your marketing investment
whenthere is a lot of options, a lot of confusion, and…
Data Modeling
Profiling
Intelligent offers
Vary the media
Web marketing
Point of Sale merchandising Surveys
Actionable data
Owner RewardsKey tags
Coupon booklets Gift cards
CRM
Gender based marketing
Database marketing
Incentives
Sales Force Automation
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How do you make an informed decision that’s right for you?
…and, a lot of cookie cutter programs.
Data Modeling
Profiling
Intelligent offers
Vary the media
Web marketing
Point of Sale merchandising
Surveys
Actionable data
Owner RewardsKey tags
Coupon booklets Gift cards
CRM
Gender based marketing
Database marketing
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And, with everyone buying essentially the same technology, where is the competitive advantage to be found?
…a lot of cookie cutter programs.
Data Modeling
Profiling
Intelligent offers
Vary the media
Web marketing
Point of Sale merchandising
Actionable data
Owner RewardsKey tags
Coupon booklets Gift cards
CRM
Gender based marketing
Database marketing
Sales Force Automation
Surveys
Incentives
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Data ModelingData Modeling
ProfilingProfiling
Intelligent offersIntelligent offers
Vary the mediaVary the media
Web marketingWeb marketing
Point of Sale merchandisingPoint of Sale merchandising
Actionable dataActionable data
Owner RewardsOwner RewardsKey tagsKey tags
Coupon bookletsCoupon booklets Gift cardsGift cards
CRMCRM
Gender based marketingGender based marketing
Database marketingDatabase marketing
Sales Force AutomationSales Force AutomationSurveysSurveys
IncentivesIncentives
Data ModelingData Modeling
ProfilingProfiling
Intelligent offersIntelligent offers
Vary the mediaVary the media
Web marketingWeb marketing
Point of Sale merchandisingPoint of Sale merchandising
Actionable dataActionable data
Owner RewardsOwner RewardsKey tagsKey tags
Coupon bookletsCoupon booklets Gift cardsGift cards
CRMCRM
Gender based marketingGender based marketing
Database marketingDatabase marketing
Sales Force AutomationSales Force AutomationSurveysSurveys
IncentivesIncentives
What do you do?
Here’s a start…
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First, begin by understanding how consumers behave throughout their life
cycle.
Accenture 2004
Not including non-traditional after-sales products/services…
CONSUMER
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Then, Implement a Customer Life Cycle Management Strategy That…
• …Integrates your marketing communications• …Can be sustained
• …Lowers per unit M&A costs
• …Is designed to leverage consumer behavior
• …Keeps your options open with “flexible customization”
• …Provides measurable performance improvement beyond traditional metrics
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As it relates to Customer Relationship Management (CRM), customer LifeCycle Management (CLM) is used to describe the progression of steps a consumer goes through when: considering, purchasing, using, and maintaining a vehicle.
The goal of lifecycle management is to pro-actively move the consumer through the cycle again and again by defining the way in which an enterprise interacts & communicates with its customers and prospects at each phase of the life cycle.
What is Customer LifeCycle ManagementSM ?
CONSUMER
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Why is LifeCycle management important?
$ 1445 GP per unit
30% of GP is consumed in ad costs
Because current practices are a “going out of business” strategy!
$ 493.00
$ 8.3 Billion is spent each year in conquest advertising.
Customer retention remains around 30%
STOP the Madness!
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• Marketing and Advertising is the second largest business expense
• 88% of the Marketing & Advertising dollars are spent in Mass-Media
• Marketing & Advertising consumes 25% - 30% of the average new vehicle gross profit
• Front end acquisition rates typically yield 50% capture of the total advertising influenced prospect base
• 40% of “New” customers never generate a CP repair order
• 70% of the customers “defect” within the first 3 years of ownership
• Less than 15% of annual sales are to repeat customers YET -
• 20-25% of their customer households will purchase a vehicle annually
For the average franchised New Vehicle Dealer:
Why is LifeCycle Management important?
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• Customer service intervals are more expansive
•Many BMW Service centers are at capacity
•Must maximize each visit / opportunity
•Vehicles are built better and have more complex systems
•Less parts sales
•More computer programming repairs versus additional parts or labor sales
• Co-op funding going untapped – why solicit more if you can’t handle it?
•Need ability to consistently build value in the breadth and quality of BMW products & services
•Accessories, Lifestyle & boutique items, warranties, etc.
For the average BMW Center regarding Aftersales:
Why is LifeCycle Management important?
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Performance improvement:
What are the benefits of CLM?
Capture and convert more opportunities,
Reduce M & A expense and Improve profitability,
Improve customer satisfaction,
Improve overall customer retention and loyalty,
18% to 225% increase in unit sales
4% to 60% improvement in retention
2 to 15 point improvement in CSI
As much as 25% improvement in enterprise profitability
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Data ModelingData Modeling
ProfilingProfiling
Intelligent offersIntelligent offers
Vary the mediaVary the media
Web marketingWeb marketing
Point of Sale merchandisingPoint of Sale merchandising
Actionable dataActionable data
Owner RewardsOwner RewardsKey tagsKey tags
Coupon bookletsCoupon booklets Gift cardsGift cards
CRMCRM
Gender based marketingGender based marketing
Database marketingDatabase marketing
Sales Force AutomationSales Force AutomationSurveysSurveys
IncentivesIncentives
Data ModelingData Modeling
ProfilingProfiling
Intelligent offersIntelligent offers
Vary the mediaVary the media
Web marketingWeb marketing
Point of Sale merchandisingPoint of Sale merchandising
Actionable dataActionable data
Owner RewardsOwner RewardsKey tagsKey tags
Coupon bookletsCoupon booklets Gift cardsGift cards
CRMCRM
Gender based marketingGender based marketing
Database marketingDatabase marketing
Sales Force AutomationSales Force AutomationSurveysSurveys
IncentivesIncentives
So, if you do it… Should you own it, OR outsource it?
Let’s take a look at the facts…
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Own it!Business Development Centers
75% of BDC’s fail within 6 months!
Why?1. Cultural norms
2. Short term mindset (see #1)
3. Not a core competency (see #1)
4. High employee turnover (see #1)
5. Difficult to sustain
6. It looks easy to do
Bottom line:
Business development through database marketing is a sophisticated process requiring a
long-term commitment.
V.S.Cultural
Mindset
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Outsource it!Contracted Marketing Services
Measurable performance improvement, without the high cost of people, technology, and compliance
management.Why?1. Dealer stays focused
2. Dealer can invest in core competence versus start-ups (see #1)
3. This IS a core competency of an outside firm (see #1)
4. Reduces legal risk (see #1)
5. Sophisticated and scalable technology (see #1)
6. If it were easy to do, everyone would do it.
Bottom line:
Outsourcing enables dealers to remain focused on execution, not on non-core functions.
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• Actionable data
• Timely and relevant, customer-centric communications
• Consistent delivery of quality interactive processes and,
• Ability to demonstrate and quantify the value each customer derives from the relationship.
How to Get Started
Four essential elements for Customer LifeCycle Management:
How ready are you?
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CLM Dealer Readiness Assessment
CLMSM Implementation Requirements – Assessment Yes No
Actionable Data Ability to collect consumer data at point of interaction or transaction (fixed ops) ? NCOA (National Change of Address) purification process X CASS Certified (Coding Accuracy Support System) X FTC and State DNC purification X De-duped lists X E-mail address (DPS can assist in collection) ?
Timely/Relevant Customer-Centric Communications Ability to extract, normalize, and segment customer data from DMS X Algorithms used to predict in-market timing X Dynamic, “smart”, customer/model specific incentive capability X Consistent brand imaging and messaging ? Flexibility in communicating in customer’s channel of choice (see Actionable Data) X On-demand flexibility in type of media and creative design X
Quality Interactions That Support Desired Brand Image Consistent delivery of quality interpersonal customer interactions (fixed and sales) X Consistent face-to-face delivery of message X Process for garnering un-biased customer feedback ? Process for quickly acting upon customer feedback (DPS assists) X ? Escalation processes for resolving customer concerns ?
Ability to Quantify and Demonstrate Delivered Value Process for quantifying value of goodwill/policy at POS within the DMS ? Process for capturing quantified value ? Mechanism for demonstrating and communicating the cumulative value delivered
to the customer X
CLMSM Implementation Requirements – Assessment Yes No
Actionable Data Ability to collect consumer data at point of interaction or transaction (fixed ops) ? NCOA (National Change of Address) purification process X CASS Certified (Coding Accuracy Support System) X FTC and State DNC purification X De-duped lists X E-mail address (DPS can assist in collection) ?
Timely/Relevant Customer-Centric Communications Ability to extract, normalize, and segment customer data from DMS X Algorithms used to predict in-market timing X Dynamic, “smart”, customer/model specific incentive capability X Consistent brand imaging and messaging ? Flexibility in communicating in customer’s channel of choice (see Actionable Data) X On-demand flexibility in type of media and creative design X
Quality Interactions That Support Desired Brand Image Consistent delivery of quality interpersonal customer interactions (fixed and sales) X Consistent face-to-face delivery of message X Process for garnering un-biased customer feedback ? Process for quickly acting upon customer feedback (DPS assists) X ? Escalation processes for resolving customer concerns ?
Ability to Quantify and Demonstrate Delivered Value Process for quantifying value of goodwill/policy at POS within the DMS ? Process for capturing quantified value ? Mechanism for demonstrating and communicating the cumulative value delivered
to the customer X
Typical Results
Doing it yourself is
more difficult than it
appears!
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Own it VS. Outsource it?Conclusion
There is too much at stake to Own it.
Stay Focused… Outsource it.
How to select the best provider1. Experienced
2. Flexible
3. Quick to adapt
4. Innovative
5. Creative
6. Proven track record
7. Ensures alignment with YOUR business objectives
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Introducing DPS’ PerfectCircle customer LifeCycle Management
Those who deliver the best possible consumer Shopping, Buying and Ownership experience…
WIN!WIN!
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PerfectCircle CLM Strategy
Traditional “Retention Marketing”Cookie cutter
Sold on price or other traditional metrics
Activity based
Focused on reminders, and traditional call center activity
Service dept focused
Not integrated with total marketing and advertising strategy
In what way is PerfectCircle CLMSM different?
On Line On Line AdminstratorsAdminstrators
Options:
Flexible
Aligned with business objectives
Unique, Flexible, & proactive
Enterprise wide solution
Integrated communications
Permission based
Consumer behavior driven
Quantifies value for consumer
Facilitates shift in budget for no incremental expense
Options:
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Innovative Thinking The ONLY CLM company in the automotive retailing industry (we own the trademark)
The FIRST company to offer bundled communication capabilities oriented around consumer behavior
The FIRST company to offer flexible fee structures
The ONLY company to offer complete customization of the program
The ONLY company to offer integrated marketing communications with a plug-n-play owner rewards program
The ONLY automotive focused DB marketing firm to bundle all of this with personal owner web pages
Why DPS?
Clear Solutions
Measurable Results
Simple to understand suite of capabilities
Marketing strategies developed according to dealer objectives and unique market conditions
Hands-off, turn-key services that can be customized to individual preference
Marketing programs aligned and held accountable to dealer business objectives
The ONLY company to offer pre, and post implementation retention performance benchmarking
The ONLY company to offer performance reporting that is available in hard copy, e-mail , fax, and secure web based access to real-time data-driven reporting
Personalized, monthly service consultations and program adjustment recommendations
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• Federal and State
Compliance filters
• Customer info & address
standardization
• De-duping customer
records
• Customer & vehicle
records and history
• Op-code normalization
• NCOA
• CASS Certification
• Customer profiling
• Customer segmentation
• Predictive data modeling
• 3rd party list management
DB Management DB Management ServicesServices
• DPS client engagement
and business case
development model
• Benchmark measurement
and follow-up
• Monthly performance
reports
Benchmarking Benchmarking ServicesServicesCustomer LifeCycle Management ServicesCustomer LifeCycle Management Services
AcquisitionAcquisition RetentionRetention RenewalRenewal Owner RewardsOwner Rewards
• Voice of the Customer –
Service Follow-up
• E-mail “Smart Surveys”
• New sale thank you and
service introduction
• Maintenance reminders
• Voice of the Customer –
non-responder
• Major service thank you
• E-mailed communications
• Mycarpoints.com
personal owner webpages
• Owner rewards program
• Key tags
• Service Maintenance
books
• On demand campaigns
• Performance reporting
• Voice of the Prospect –
Shopper Contact
• Acquisition direct mail
marketing
• Dealer Advance lead
management system
• E-mail Direct Marketing
• On demand campaign
management
• Performance reporting
• Voice of the Customer
Reactivation
• Reactivation mail
• New vehicle sales
campaign
• On demand campaigns
• Performance reporting
• Promotional kit
• Welcome kit
• Point accrual, tracking,
account and redemption
management
• MyCarPoints.com
personal owner web
pages
The 4 Cornerstones of Customer LifeCycle ManagementThe 4 Cornerstones of Customer LifeCycle Management
• Federal and State
Compliance filters
• Customer info & address
standardization
• De-duping customer
records
• Customer & vehicle
records and history
• Op-code normalization
• NCOA
• CASS Certification
• Customer profiling
• Customer segmentation
• Predictive data modeling
• 3rd party list management
DB Management DB Management ServicesServices
• DPS client engagement
and business case
development model
• Benchmark measurement
and follow-up
• Monthly performance
reports
Benchmarking Benchmarking ServicesServicesCustomer LifeCycle Management ServicesCustomer LifeCycle Management Services
AcquisitionAcquisition RetentionRetention RenewalRenewal Owner RewardsOwner Rewards
• Voice of the Customer –
Service Follow-up
• E-mail “Smart Surveys”
• New sale thank you and
service introduction
• Maintenance reminders
• Voice of the Customer –
non-responder
• Major service thank you
• E-mailed communications
• Mycarpoints.com
personal owner webpages
• Owner rewards program
• Key tags
• Service Maintenance
books
• On demand campaigns
• Performance reporting
• Voice of the Prospect –
Shopper Contact
• Acquisition direct mail
marketing
• Dealer Advance lead
management system
• E-mail Direct Marketing
• On demand campaign
management
• Performance reporting
• Voice of the Customer
Reactivation
• Reactivation mail
• New vehicle sales
campaign
• On demand campaigns
• Performance reporting
• Promotional kit
• Welcome kit
• Point accrual, tracking,
account and redemption
management
• MyCarPoints.com
personal owner web
pages
The 4 Cornerstones of Customer LifeCycle ManagementThe 4 Cornerstones of Customer LifeCycle Management
DPS Portfolio Map
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•Integrated communications •Sustainable
•Lowers per unit costs•Aligned with behavior
•Keeps options open: (Flexible Customization)
PerfectCircle CLM Capabilities
Database Management
Acquisition
Retention
Renewal
Owner Rewards
More ProfitableProfitable Customer MarketingMarketing Starts Here
ProfitableProfitable Customer RelationshipsRelationships Continue Here
LoyalLoyal CustomersCustomers Developed Here
LoyalLoyal CustomersCustomers Kept Here
ProfitableProfitable BusinessBusiness Enabled Here
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Database ManagementCreating actionable data and discovering hidden potential
Mitigates legal compliance risk
Keeps data “actionable”
Reduces costs
Daily extraction enables relevant/timely communications
“Mines” hidden potential
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Data Extraction Scope
• F&I – (Vehicle records from the previous 60 months)
• Service – (Repair order records from the previous 18 months)
• Ops – (Service op codes)
• Vehicle History – (Vehicle)
• CUS – (Customer) R&R ERA, and ADP Elite only
Database Management
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Acquisition
Managing the Shopping Experience
SHOPPING SHOPPING EXPERIENCEEXPERIENCE
SALES PROCESSSALES PROCESS
CONSUMER
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Find and Capture Find and Capture More!More!
Acquisition
In partnership with
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Finding and selling to more customers
The “Gap” is the difference between today’s performance and the potential to optimize the revenue opportunities from prospects and customers alike.
SHOPSHOP BUYBUY
Acquisition
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Stronghold and DPS are the industry leaders in closing the Gap. We make it…
SimpleSimple SeamlessSeamless SustainablSustainablee
SHOPPING SHOPPING EXPERIENCEEXPERIENCESHOPSHOP BUYBUY
Acquisition
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AcquisitionMarketing Logic
•“In-Brand” owners are targeted with a special offer designed to introduce them to Service Dept.
•Responders are automatically placed into the Retention Module.
•Non-Responders are placed in the Service Prospecting database for future “On-Demand” (OPTIONAL) events.
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INTERNET TELEPHONE
Actionable data
CLM CUSTOMER DATABASE
CLM CUSTOMER DATABASE
360o view of all customer activity from any device connected to the DealerAdvance™ network.
WALK-INS
But data, by it’s self, is not enough.
EXISTING CUSTOME
R BASE
3rd PARTY LISTS
Acquisition
Data is captured in a PC, or wireless PDA integrated with the system.
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It’s the interactive processes which
determine success.
Take a Look At the Next Level of Dealership Performance: DealerAdvance™ Sales demo.
DealerAdvance™ functionality with its built-in Sales Force Automation enables a consistent and auditable follow-up process across all channels.
Acquisition
Interactive Processes
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Attack ShowroomTraffic-Wireless PDA-Driver’s License Scanning-Reverse Phone Lookup-Follow-up task assignment
Optimizing Prospects & Customers Actionable Data
Leverage Phone Ups-Integration to Who’s Calling and Call Bright-Prospect initiated via PDA-Task assignment
Improve InternetYield-Fast automated response-Task follow-up via CRM
Mine Owner Base-Data Extraction & Cleansing-Automated Import to DA-Task Assignment-Marketing Campaigns
Increase Retentionof Service Customers-Data Extraction & Cleansing-Service Reminders-Follow-up Calls
Leverage LeadSources-Import to DA-Lists from OEM & Purchased
*All Actions are Compliant with National DNC Registry
Acquisition
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Ups Calls
Made
Contacts Appt.
Set
Appt.
Show
Appt.
Close
Appt. as a % of Sold
Total
Sold
Average Performance June
509 1,039 422 150 78 22 22% 131
78% 204% 41% 35% 52% 37%
AcquisitionDealer Advance, Proven Sales Results
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Gain customer and sales process insight:
DPS conducts brief and non-intrusive, internet or live telephone, interview of un-sold opportunities within (3 days) of their visit or inquiry.
Individual feedback is captured, and disseminated, via the DealerAdvance™ System, for review and additional follow-up.
We also collect objective and actionable information on the prospect’s buying status.
Acquisition
VOP – Voice of the Prospect
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BUYER STATUS:
•Active- (Still in market)Additional Follow-up required
•Purchased Elsewhere
•Inactive (No longer in market)
Acquisition
VOP – Voice of the Prospect
Status is up-dated daily in
your DealerAdvance™
System for additional dealership follow-up. Hot Prospects are identified and an urgent communication is immediately generated.
Status is up-dated daily in
your DealerAdvance™
System for additional dealership follow-up. Hot Prospects are identified and an urgent communication is immediately generated.
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BUYER STATUS:
•Active- (Still in market)Additional Follow-up required
•Purchased Elsewhere
“In-brand”
Turn lost sales opportunities into service revenue!
Acquisition
VOP – Voice of the Prospect
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BUYER STATUS:
•Active- (Still in market)Additional Follow-up required
•Purchased Elsewhere
“In-brand”
Competitive Brand
Turns today’s lost sales into tomorrow’s opportunities !
•Inactive (No longer in market)
Acquisition
VOP – Voice of the Prospect
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TOTAL UPS 500UNIT SALES 100LOST OPPORTUNITIES 400PURCHASED ELSEWHERE % 90%
PROSPECT YIELD 360"IN-BRAND" ELSEWHERE % 70%
PROSPECT YIELD 252CAPTURE RATE 10%
CUSTOMER YIELD 25
TOTAL UPS 500UNIT SALES 100LOST OPPORTUNITIES 400PURCHASED ELSEWHERE % 90%
PROSPECT YIELD 360"IN-BRAND" ELSEWHERE % 70%
PROSPECT YIELD 252CAPTURE RATE 10%
CUSTOMER YIELD 25
25% Improvement in New Service Customers
RESULTS!
Acquisition
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Generates market demand with compelling offers on an
unlimited selection of creative designs
Acquisition
Acquisition Direct Mail
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Components
•DealerAdvance™ Opportunity Management System
•Voice-of-the-Prospect follow-up Program
•Acquisition Mail generate demand and drive traffic
Each leverages:•Actionable data,•Timely & Relevant communications and;•Quality interactive Processes•Demonstrates the quantified value the customer derives from the relationship
To deliver RESULTS!
Acquisition
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RET
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RET
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PRO
CES
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PRO
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SOW
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EXPER
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CECONSUMER
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Retention
Managing the Ownership Experience
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We identify your most valued customers and recognize their loyalty while you reap the rewards!
Retention
Unlock your assets!
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RetentionMarketing Logic
3K, 3.75K• New purchase
customer is contacted via VOC. Service is introduced and 1st appointment is reinforced
• First Reminder 15 days prior to due date
• 2nd reminder sent 15 days prior to next scheduled service
• Non responders are called within 10 days of no-show
• Final reminder sent at next interval: strong language.
• VOC Defector finds out why they aren’t coming back
• VOC: Satisfaction, channel of choice, reinforce mcp.com, et al
• Declined services captures customers that said “no”
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RetentionMarketing Logic
5K, 7.5K• New purchase
customer is contacted via VOC. Service is introduced and 1st appointment is reinforced
• First Reminder 15 days prior to due date
• Overdue reminder sent 30 days from previous due date
• No responders are called within 10 days of no-show
• Final reminder sent at next interval: strong language.
• VOC Defector finds out why they aren’t coming back
• VOC: Satisfaction, channel of choice, reinforce mcp.com, et al
• Declined services captures customers that said “no”
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RetentionMarketing Logic
15K• New purchase
customer is contacted via VOC. Service is introduced and 1st appointment is reinforced
• First Reminder 15 days prior to due date
• Interim Communication maintains contact during long periods of inactivity
• No responders are called within 10 days of no-show
• Final reminder sent at next interval: strong language.
• VOC Defector finds out why they aren’t coming back
• VOC: Satisfaction, channel of choice, reinforce mcp.com, et al
• Declined services captures customers that said “no”
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How it worksMaintenance reminders are automatically generated utilizing the customer’s “channel-of-choice” when services are due.
Retention
Owner Rewards Integration with Communications
Loyalty program status is displayed on all communications
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Non-Responders are contacted via the telephone by highly trained professionals.
This additional contact increases response rates by as much as 30%!
Retention
VOC – Voice of the Customer
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Utilizing the customer’s Channel-of-Choice responding customers generating a transaction (customer pay and/or warranty) are contacted and a Voice-of-the-Customer survey is conducted within 72 hrs. of their visit. (Retention II or stand alone solution)
Results are up-dated daily and available on line 24 X 7.
Retention
VOC – Voice of the Customer
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RET
ENTI
ON
RET
ENTI
ON
PRO
CES
S
PRO
CES
SOW
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SH
IP
EXPER
IEN
CECONSUMER
SHOPSHOP
OWNOWN
BUYBUY
Retention
Managing the Ownership Experience
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Introduced during the sales process as a key differentiator.
While they shop…
After they Buy…
When it’s time to repurchase…
Provides the ability to demonstrate the quantified value the customer derives from the relationship.
It provides a unique competitive advantage.
Owner Rewards
How does it provide advantage?
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Activation process
Owner Rewards
• Every qualified buyer receives a Welcome Kit & Member Card, describing the program’s features, advantages & benefits
• The Kit instructs them to activate their benefits on-line
• New buyers are contacted through the VOC process within 3 days of delivery. Reinforcing activation.
• If no contact made – Welcome Letter sent with activation instructions
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Owner RewardsWelcome kit
Welcome Letter Loyalty Card
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Owner RewardsPromo kit
•Benefits brochure
•Addendum sticker
•Member Sticker
•Promo Banner & P.O.P.’s
Promotional Kit
•Next Service Due Static Cling
•Post Card Announcement
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Web Portals
• Relevant actionable information is collected
• Channel of choice identified
• Complete consumer resource
• Rewards balance available
Consumer
Dealer
Owner Rewards
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• Printed/e-Communications – Current customers: Mailed Reminders, e-mail, post cards, and MCP.com
• Voice-of-the-Customer – Active customers: Sales follow-up, Service Satisfaction., Non-responders, & Defector
Each leverages:•Actionable data,•Timely & Relevant communications•Quality interactive Processes and;•The ability to demonstrate the derived value
To deliver RESULTS!
• Owner Rewards – Points, rewards website, integration with communications, welcome kit, and promo kit
Retention & Owner Rewards
Components
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CONSUMER
SHOPSHOP
OWNOWN
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Renewal
Managing the Renewal process
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Mine your customer base for
“In-Market” sales opportunities!
Leverage your assets!
•In market timing
•Warranty expiration
•Year of vehicle
•Old age/high mileage vehicles
•Visiting owners in repurchase period
•Much more
Renewal
Managing the Renewal process - Sales
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Increase R.O. values by improving your service mix!
Leverage your assets!
The Customer Reactivation Campaign successfully targets
Inactive, higher mileage vehicle owners with model specific
incentives.
Renewal
Managing the Renewal process
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RenewalMarketing Logic
• Oldest defectors are segmented (oldest 1/12th). VOC calls are made
• Channel of choice, status of vehicle & owner, and reasons for defection are collected
• “We miss you” letters sent remaining defectors over 3 months
• Quarterly mailers sent after that.
• Responders enter the Retention module
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Implement DPS’ PerfectCircle CLM…
…it will help you create a competitive advantage.
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Next StepsNext Steps<list next steps here>