Target and retain Retail customers in after-sales services
Aftersales revenue is decreasing overall, as new generation of Electric Vehicles have been hitting the street with a lower maintenance cost over the product lifecycle. For legacy Car manufacturers, developping new service offers and increasing customer satisfaction are at stake together with customer retention.
What we did
Challenge
Develop the initial model of standard contact plan and keep it relevant for 10 years by making updates that reflect the changes in the market and customer habits
Understand upcoming trends and performance of after-sales offers
Measure and communicate the added value of the improved targeting
Our approach
Develop model
The model will be able to identify the most relevant customers for each offer and the right promotion level Target & Measure
Identify a control group and experiment group. Send the offers and promotions to the relevant customers Measure and improve
Measure the additional revenue generated by the better targeting and gather insights on upcoming trends and performance of after-sales offers
Outcome
More than 4M communications sent to the Brand owners in 2022
A significant performance, the delta between Return rates % from targeted vs non-targeted sample is mainly driving the project performance : 6pts. Business rules sanity check (10 years of project)
Potential new client segmentation + “Admin tool” for campaigns management
