EMD Digital Conference 2017 Customer Lifecycle Presentation
Automotive Retailing in the Age of Assistance Adarsh Pagolu, Google NZ Innovation in Marketing Today Ali Duncan, Air NZ
Air NZ: Innovation in Marketing Today • Noise levels in the market The current landscape of marketing is the loudest it’s ever been and with proliferation of channels and interface types, our customers are more connected than ever. But without customer loyalty locked in, does this really mean much for your brand? • The Dreaded D words Disruption & Disintermediation in the market for your category is an important threat to be aware of - but it’s more important to focus on what you can do for your customers to alleviate the risks. • Weapons to compete It’s all about nailing your single customer view and how you use the data to anticipate a customer’s next step. Making your customer feel known and valued, 1-1 interactions are simply an expectation in today’s market. If I’m coming back to your brand for the second, third time, I want to pick up where I left off – not start over again. • The Payoff What does this enable for us as brands or corporates? Advertising efficiency gains, improved retention by being helpful, know and respond to lifecycle milestones – All this drives a strong return on digital investment but also elevates your corporate reputation
EMD Customer Lifecycle Programme Andy Limb from TrackNZ and the EMD Brand Marketing Teams
Customer Lifecycle Programme
The Customer Journey
Lead Generation
Lead Nurture
Lead Nurture
Lead Nurture
Lead Nurture
Repurchase Programme
Repurchase Programme
On Boarding
Deeper Connect
Event Management
Aftersales Contact Strategy
A seamless transition. Stefanie McCallum, Customer Experience @ EMD
What is a digital Customer Experience? • The experience a customer has on the internet • Good or bad • We provide a seamless multichannel experience Why is this important? • It is the way people are doing business • It is the way people will do business in the future
What I do The first human to turn the digital experience into a physical experience First point of call to transfer a person to have the best experience at a dealership Point of reference to for a customer to come back to
How I help you Immediately responding to your customer as soon as they have made the decision to test drive a car Sorting out a customers need to test drive Put a customer through to someone who can sell a car Only send through people who are ready to buy a car
How can we help customers? 1 + 1 = 3 Give them no reason to have a bad experience while purchasing a car Be in contact as soon as possible Follow up
Marketing Effectiveness – Follow up data
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