Our large automotive client has over 340 centres providing replacement tyres, brakes, and vehicle maintenance services across the UK.
As a key provider of parts and service to truck, car and van fleets across Europe, and with more than 2,800 mobile services vehicles on the road, their list of credentials and experience in the marketplace is impressive.
The business knew that they needed to further explore relationship opportunities with the many customers who visited their centres. They recognised they held a rich source of customer information, representing potential sales opportunities that were not being maximised.
Unsure of how best to approach the challenge, they commissioned TwentyCi, to create a value added solution, utilising our life stage intelligence.
Using TwentyCi’s contextual customer data analysis, they were able to generate unique insights for the customers who visited their centres.
On visiting one of their centers, a vehicle “Mastercheck” captures the condition and life-stage of a number of the customer’s car components.
Using a predictive model developed by TwentyCi, they were able to add value to its existing “Mastercheck” product by anticipating customer requirements based on a range of key factors including: –
The attributes gathered during each vehicle “Mastercheck” were then used to power a marketing programme to highlight the exact customer requirements, i.e. tyre replacement, brake pad renewal or general car maintenance. This advice and the corresponding alerts were delivered by email and direct mail, based on individual customer preferences. Further rules were built to ensure customers did not receive ‘over-marketing’, preventing the risk of turning the customer off from the brand and its messages.
This end-to-end solution had a very positive effect for the brand, positioning its centres as a leading source of insight and in turn, bringing greater sales opportunity.
Each customer was well-informed and subsequently received a more personalised service. This led to stronger brand loyalty for the brand, and ultimately a much improved customer experience.
We have continued this work. The email programme consistently delivers open rates of up to 40%, compared to the average benchmark of 25%. Overall, the whole Mastercheck marketing programme delivers exceptional levels of incremental revenue and repeat business.