INSIGHT
The Challenge
Managing the Lexus UK customer base is…well, complex. With 70 showrooms across the country owned by almost 20 different automotive groups, the dealership network in the UK is a cluttered one. And given the condensed geographical nature of the UK it means that customers are likely to live within a few miles of multiple dealerships, allowing for a high degree of potential contact conflict.
The Solution.
A well-oiled machine with very carefully defined territories.
INSIGHT utilized the highest standards in ongoing database management, CRM campaign strategy, and dynamic creative output to deliver the right message, to the right customer, from the right dealer. A highly process driven workflow brought together hundreds of thousands of records across multiple data-bases, to deliver a highly customized and individual customer communication.
The Work
The Results
Quarter-on-quarter, INSIGHT proved to be one of the most efficient channels for driving calls and test drive bookings into the dealership network. A combination of that ongoing database management and increasingly customized content saw the response rates increase by 2.4% each month, on average, for 11 straight quarters. Moreover, an improved seamless experience in the end-to-end digital customer journey saw the volume of test drive requests significantly outpace its channel target by 35% in the same period.