Improving Customer Loyalty through Welcome-to-the-Brand and Anniversary Calls
We were recruited by a leading automotive manufacturer to improve its customer loyalty and retention on the premise of providing actual tangible results. We implemented an innovative “Welcome-to-the-Brand and Anniversary” call campaign which has resulted in significant benefits for the client, improving the client’s touch points with the customer.
The company has experienced difficulty with
- Updating details of its customer database,
- Measuring loyalty,
- Forecasting accurately.
How we did it
Percepta understood that in order to measure the degree of customer loyalty, we would first need to ensure that the manufacturer’s details were up to date. We set up a team to data cleanse the client’s database and then to further update the details by introducing a “Welcome-to-the-Brand and Anniversary Call" campaign.
We created clear scripts that were designed to be engaging, to draw information from the customers in relation to their next car purchase including whether they would be moving houses in the future, if they would be upgrading their vehicles due to an increase in family numbers, and if they were currently experiencing any issues with their vehicles.
The results were amazing.
The program provided immediate action items. In instances where clients had issues with their cars, we were able to book them in immediately with their dealer and implement a close-loop lead generation process for their service, i.e., we ensured that the dealer booked the service in and contacted the customer and then followed up with the customer to confirm s/he received a confirmation call from the dealer.
We were able to provide the client with forecasting data on timelines for customers’ next purchases and recommended that the client send out brochures to these customers six months before this date. In instances where the family grew larger, we sent out brochures of the client’s larger models to facilitate the customers’ thinking and get them on the path of considering the client during their next purchase.
Percepta was able to demonstrate tangible results to the client. This campaign has proven to be a true success for Percepta and the client.