HANSA CEQUITY | 01CASE STUDY | AUTOMOBILE MANUFACTURER

Hansa Cequity Created a Differentiated Customer Experience Through a Marketing Excellence Centre

Understanding the ObjectivesIn order to meet the client’s goal of providing a differentiated customer experience, there was a need to:

Identify target segments based on statistical models

1 Deliver analytical-driven solutions and drive differentiated customer services

2 Create a unified CRM programme across group companies, backend to frontline

3

Building an Automated CRM FrameworkCequity has partnered with the client to conceptualise, implement, and operationalise a number of CRM initiatives across the board. A few key initiatives undertaken were:

The solutions involved consulting, technology implementation, and managed services solutions.

Customer Data Management

Analytics-driven customer experience management for cross-sell and upsell

Customer and Prospect Lifecycle Management

Dealer management program

Enterprise-wide CRM implementation

Enterprise-wide KPI and dashboard management

Insight-driven marketing campaign

Customer relationship centre

Overview

The client is one of the largest Indian multinational automobile manufacturing corporations by production. Part of a big conglomerate, the group operates in various industries from aerospace to agribusiness, finance, insurance, information technology, hospitality, logistics, real-estate, retail, and more.

In the automobile business (5 million consumers) the challenges were multifold; there was disparate data source integration which lead to poor customer acquisition, growth, and retention.

The client embarked on a Customer Relationship Management (CRM) initiative to retain, grow, and acquire consumers by providing differentiated user experience across the purchase lifecycle. The focus was on areas such as repurchase, referral, and repeat purchase service.

For A Leading Automobile Manufacturer

HANSA CEQUITY | 02CASE STUDY | AUTOMOBILE MANUFACTURER

Implementation of the Consumer Experience Programme

The need was to develop a coherent CRM strategy across all channels and services. We broke down the process to smaller achievable objectives that were completed through the following process:

Cequity partnered with the customer to work on various end-to-end programs (from conceptualisation to business unit operations) across 10+ brands. Our team developed these programmes keeping in mind the customer’s technological tools, infrastructure, standard customer processes, KPIs, and dashboards.

Unified Customer View• Integrated fragmented databases• Managed 3rd party data sources• Operationalised group-wide database

Customer Segmentation • Divided customers into

prospective target groups• Identified high impact variables to

understand behavioural patterns• Conducted LTV analysis

Insight-driven Campaigns• Actioned cross-selling and upselling

strategies• Executed referral campaigns• Implemented analytic-driven

schemes and promotions• Affected reminder campaigns

Loyalty Program• Executed end-to-end loyalty

management programme• Operationalised engagement initiatives

across traditional and digital channels

Unified CRM• Created a group-wide unified

CRM design• Enforced standard processes

and metrics• Integrated all operational channel

Customer Relationship Center• Established a customer

interaction hub• Created a lead management

programme• Launched an integrated contact

centre

Innovation Hub• Introduced new channels and methods

of engagement, e.g. Whatsapp campaigns

• Adopted product and platform innovations, e.g. USSD

HANSA CEQUITY | 03CASE STUDY | AUTOMOBILE MANUFACTURER

Key Outcomes

Cequity is managing an ongoing multi-year engagement programme for the client. We deliver analytics-driven solutions that will drive differentiated customer services, with:

Between FY16 and FY17, our insight-driven campaigns enabled the following benefits across the value chain:

Enterprise-wide CRM implementation: to deliver a unified customer experience across the group companies, back end to frontline

1

Propensity models: to identify and target prospective customer segments using statistical modelling for repurchase and referral

Customer relationship centre: to create meaningful engagements with customers

4

Insight-driven marketing campaigns: to leverage analytics and deliver over 30+ targeted marketing campaigns across various channels

2 Analytics-based loyalty plans: to automate post-purchase loyalty campaigns related to service, warranty, insurance etc.

3

5

21% increase in enquires received

46% improvement in customer contacts established

43% reduction in average customer wait time

64% reduction in case allocation time

49% of the executed campaigns contributed to lead generation