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Segmentation
Optimizing vehicle sales through customer survey data
The Client
Major automotive manufacturer
The Challenge
Our client was faced with the challenge of penetrating further into a limited customer base to generate incremental vehicle sales.
The Breakthrough
SIGMA discovered that the client was not aggressively optimizing customer data or leveraging other data sources to identify new vehicle purchase opportunities. As a result, millions of dollars of potential incremental auto sales were left on the table. To address these issues, SIGMA took the initiative to create the Self-Reported Data Lead Management Program (SRD), a comprehensive customer survey collection program and usage model aimed at identifying pure conquests and previously unidentified customer segments with high sales potential.
The Win
The SRD model validated that an ongoing stream of surveys could be generated to feed a lead system estimated to generate up to 40,000 incremental sales per year.
SIGMA was able to identify new collection sources, collecting surveys from 13.2% of customers who had never provided self-reported data before.
The SRD model enabled the client to:
- identify a new customer segment for customized marketing, which yielded incremental sales.
- enable customized follow-up and after-survey communications to “hand raisers.
- establish a dialogue with new customers to increase purchase velocity.
- create CRM and one-to-one marketing initiatives, resulting in higher loyalty.
- obtain reliable, competitive vehicle ownership data, resulting in conquest sales.