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EMD Digital Conference 2017
Customer Lifecycle Presentation
Automotive Retailing in the Age of Assistance
Adarsh Pagolu, Google NZ
Innovation in Marketing Today
Ali Duncan, Air NZ
EMD Digital Conference 2017 Customer Lifecycle Presentation - - PowerPoint PPT Presentation
EMD Digital Conference 2017 Customer Lifecycle Presentation - - PowerPoint PPT Presentation
EMD Digital Conference 2017 Customer Lifecycle Presentation Automotive Retailing in the Age of Assistance Adarsh Pagolu, Google NZ Innovation in Marketing Today Ali Duncan, Air NZ Air NZ: Innovation in Marketing Today Noise levels in the
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Air NZ: Innovation in Marketing Today
- Noise levels in the market
The current landscape of marketing is the loudest it’s ever been and with proliferation of channels and interface types, our customers are more connected than ever. But without customer loyalty locked in, does this really mean much for your brand?
- The Dreaded D words
Disruption & Disintermediation in the market for your category is an important threat to be aware of - but it’s more important to focus on what you can do for your customers to alleviate the risks.
- Weapons to compete
It’s all about nailing your single customer view and how you use the data to anticipate a customer’s next step. Making your customer feel known and valued, 1-1 interactions are simply an expectation in today’s market. If I’m coming back to your brand for the second, third time, I want to pick up where I left off – not start over again.
- The Payoff
What does this enable for us as brands or corporates? Advertising efficiency gains, improved retention by being helpful, know and respond to lifecycle milestones – All this drives a strong return on digital investment but also elevates your corporate reputation
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EMD Customer Lifecycle Programme
Andy Limb from TrackNZ and the EMD Brand Marketing Teams
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Customer Lifecycle Programme
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The Customer Journey
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Lead Generation
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Lead Nurture
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Lead Nurture
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Lead Nurture
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Lead Nurture
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Repurchase Programme
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Repurchase Programme
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On Boarding
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Deeper Connect
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Event Management
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Aftersales Contact Strategy
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A seamless transition.
Stefanie McCallum, Customer Experience @ EMD
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What is a digital Customer Experience?
- It is the way people are doing business
- It is the way people will do business in the future
- The experience a customer has on the internet
- Good or bad
- We provide a seamless multichannel experience
Why is this important?
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The first human to turn the digital experience into a physical experience First point of call to transfer a person to have the best experience at a dealership Point of reference to for a customer to come back to
What I do
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Immediately responding to your customer as soon as they have made the decision to test drive a car Sorting out a customers need to test drive Put a customer through to someone who can sell a car Only send through people who are ready to buy a car
How I help you
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1 + 1 = 3 Give them no reason to have a bad experience while purchasing a car Be in contact as soon as possible Follow up
How can we help customers?
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