Increasing customer retention through CRM marketing
By focusing on the customer experience during the after-sales cycle of an automotive manufacturer, it was determined customers were more likely to return to the dealer with increased awareness of their car’s maintenance needs. They liked to know what they were supposed to do, and when, and appreciated timely reminders. Customer research, including focus groups, was used to create a Customer Relationship Marketing program to drive after-sales revenue. The results from a Canadian pilot program were used to calculate a business case for the larger U.S. market.
Using this customer centric approach, data was collected to target and communicate with customers more effectively. At first, simple logical business rules were used to communicate to customers, then recency, frequency and monetary elements were layered on. Even more sophisticated targeting meant developing an analytics approach to marketing. Using techniques such as clustering, propensity or defection modeling, the correct communication reached the consumer at the right time.