Case Studies

Daihatsu

Objective:

• To deliver heavily qualified & obligated demonstrations into the re-seller network and increase sales!

Strategy:

• Implementation of a UK prospect and customer HUB with multi channel / mail / e-mail and telephony
• Total responsibility to engage with all prospect and customer inbound enquiries
• Heavily brand immersed relationship managers with extensive knowledge of the product range and dealer network
• On brand engagement style enhances the Daihatsu customer experience
• Excellent relationship with the re-seller network - and this is key
• Multi-channel (digital, direct mail, Sales promotion) Prospect Identification & Customer re-activation
• Monthly marketing performance matrix

Aim:
Re-activation of existing customers and development of 'suspects' into prospects' by incentivising response in order to gain vehicle replacement dates - the essential piece of data required when prospecting within the automotive category. Based on when the suspect is then looking to replace their vehicle, a brochure will be sent out and the suspect then moves into the prospect contact treatment - i.e. the hub process. This substantially increases the level of ‘new business’ sales for Daihatsu.
Results:
Over the last three years, the number of responses coming into the hub has been reduced by 50%. The number of test drives and sales the hub has produced has increased by 300% - this is the result of maximising every single opportunity!