Revving Up Loyalty: How to Breathe New Life into Inactive Customers
Veact and a renowned European OEM co-developed an innovative marketing strategy to level up aftersales service and revenue, and recapture market share.
ROI
total campaign response rate
higher response rate
Maintaining Price Levels in Times of Increasingly Fierce Competition
The economic importance of the aftersales business for Original Equipment Manufacturers (OEMs) has been growing steadily. This means that the expectations for professional aftersales marketing programs are rising as well. Under increasing competitive pressure, a well-known European car manufacturer sought ways to stand out from independent service workshops and online providers who are trying to gain market share with aggressive low-price tactics.
Such low-price strategies undermine car owners’ price tolerance, leading to a preference for the cheapest option over quality and service. The older the vehicle, the less loyal customers are to their franchised dealerships.
Our Solution: Veact Customer Hub
Our automotive customer data platform is at the heart of our automotive marketing platform, enriching and maintaining customer data, creating accurate 360° customer profiles, and identifying incremental revenue opportunities, all while ensuring the highest standards of data privacy and security.
When Technology Fosters Excellence
The OEM and Veact have developed a smart, data-driven approach to streamline aftersales marketing efforts. This new method ties together all aftersales marketing activities, from analysis to performance reporting, to make your campaigns more effective.
Here’s how it works:
- Data Collection: Veact gathers all information from dealer (e.g. DMS) and OEM systems (e.g. connected car data) in the Veact Customer Hub.
- Data Processing: Here the customer data is automatically cleansed, enriched, and segmented. This refined data forms the foundation for all aftersales marketing campaigns.
- Campaign Execution: Using the segmented data, Veact identifies revenue and service opportunities and suggests suitable aftersales initiatives. Once approved by the OEM and the dealership, Veact automatically executes these campaigns. Veact also ensures that customers who have already responded and booked their appointments are excluded from further touchpoints.
Re-engaging Inactive Customers and Boosting Sales
Veact’s unique automotive customer data platform is the perfect foundation for highly personalised aftersales marketing with clearly measurable revenue impact.
Drastically Improved Response Rates and Sales
Seasonal, single-stage print campaigns (without follow-up calls) achieved excellent sales results, with a total response rate of 16%, reactivating inactive customers and generating a 72x RoI.
Enhanced Customer Engagement
The MOT test campaign with subsequent follow-up calls drove a 32% total response rate, generating superior sales and contribution margins, despite relatively low campaign costs.
Effective Data Management and Analysis
Veact’s thorough data analysis capabilities and regular quality checks guarantee top-notch, impactful sales and marketing interactions. Our detailed evaluations reveal cost-benefit ratios and provide comprehensive reports on campaign performance over time.
“With Veact’s support, we engage our customers competently and consistently across all communicative touchpoints.”
OEM executive
