Managing Customer

In: Business and Management

Submitted By nehamahajan06
Words 502
Pages 3
AUDI
CRM Approach:
• Data Cleaning and Profiling: o Regular Happy calling to existing customers o Email campaigns with offers ( free gifts) for completing / updating the data o Newsletters with data updation forms (BRE) o Regular emails to customers with product information and customer information with options to update the same.
• Lead management: o Marketing Campaigns for existing and potential customers for generating leads and pass on the same to respective dealers o Tie-ups with Carwala.com and other car vendors for managing the leads for new, used and exchange of cars
• Loyalty and Engagement Program: o Still in implementing phase in India (My Audi). o Offers and discounts on upgrading and availing services. o Referrals program with Oberoi group of hotels. o Affiliation and coalition marketing with Luxury brand. o Invitations to events like: golf tournaments, high tea, vine and whiskey tasting, F1 racing, road trips and tournaments
• Newsletter: o Monthly online newsletter with new product / launch / dealer / services / event information. o Links to all updated social web page (facebook, twitter, YouTube)
• Reports: o Monthly basis data health and cleanup reports o Dealership performance in terms of leads provided thru various campaigns and sales
Challenges:
• Dealership runs CRM activities at their own local level with their customers and potential customers
• Difficult to get the data from Dealership as they are really reluctant to share the data with company.
• Retaining data health and contactability at 75% is really difficult due to profile and type of the customers.
• Most of the communications reaches the junk mailbox of the customers.
• Unsubscribing ratio and DND listing is high.

Strengths:
• Brand visibility and awareness survey on regular basis
• Engagement with the customers at various and interest based levels.…...

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