The challenge
“We inform lease drivers and lease contract managers to plan in an appointment to change the winter/summer tires. Now we do it via letter. But this need to change”
The challenge is not only to digititalize the service communication. But also to reduce the effort for the lease drivers to book an apointment. “We want to reduce the incoming calls to the customer service.”
Client: Athlon
Requested expertise: Customer Experience, Email Markering Automation
The customer context
Lease drivers are people working, having busy lives. Changing tyres of their car isn’t something they fancy. It is more of a burdon than a pleasure. So they want it as effortless as possible, without any hassle.
Jobs: Spend time wisely on work/private
Pains: Losing time on non-value adding activities
Gains: to gain efficiency
The client context
2 times a year drivers need to change. Each time there is a lot of hassle. Our customer service is really occupied with managin the calls and make sure all lease drivers are being served. This year we want to change. Not only do we want another eperience, but we want to give our customers a smooth digital experrience.
Coverage: the Netherlands
Stakeholders: Sales, Customer service, Marketing, CRM, Marketing Automation, digital
Technology: Eloqua (Marketing Automation), Siebel (CRM)
Approach
We applied a clear step by step approach, hands-on and took a lot of speed.
Booking process & technology. There are more than 100 car tyre service centres. They all have a different booking platform. So we need to make sure to send the right information and link.
Data. We check the quality of data of lease drivers, contract lease managers and tyre service centres. We sat up data rules and integration between marketing automation and CRM.
Experience. Based on past experiences, what are crucial moments in the journey. What are most common complaints?
We designed the campaign flow for lease drivers as well as for lease contract managers. We defined the number of emails, landing pages. What are the triggers and the content elements.
We had to reduce the number of emails as there was a great deal of complexity. For this we worked with dynamlic content.
We need to make sure to deliver an easy experience to the driver can get the tyre cange job done in as little time as possible.
We focussed on:
- easy & fast scanning of the emails
- add service functionalities: reminder & feedback
- add service content: tips
- personalization: dynamic content in subject title & email body
We applied behavioral techniques like:
- self-generation effect
- self-efficay
- commitment & consistency
- recognition
Content. Theer were 2 types of content. Content needed to make the booking as smooth as possible. On the other hand content that helps them with topics related to tyres.
Functionalities. We added new functionalities to the email: self generated reminder service + feedback service.
Implementation. All assets were implemented into the marketing auotmation tool and tested.
Pilot. First we tested the new campaign with a pilot.
Full roll-out. Once the pilot was successfull we did the full roll-out.
On a weekly basis we sat down together to dscisuss the results: the email marketing performance, incoming calls and booking progress. Where needed we adapted.
Deliverables
Together with designers, campaigners, developers, technical consultant and copywriters we delivered.
Campaign startegy
New emails
New functionalites
Template
Integration Marketing Automation, CRM and website
Remarkable results
68%
unique open rate
new reminder service
95%
positive feedback
