In an era where customer loyalty is the foundation of business success, marketing automation is the cornerstone of customer engagement in a meaningful way. The combination of automation and tailored communication strategies not only strengthens engaging customers but also generates lasting brand loyalty. It is a fundamental tool supporting consistent interaction and dialogue with customers, which are crucial in the modern, dynamic environment.
This case study will show how these two crucial elements interlink to foster robust customer relationships.
Our client is the market leader in new cars in the region. At the same time, the company operates in the area of distribution of spare parts and accessories. Craftware implemented Marketing Automation solutions to strengthen and improve communication with potential and existing customers and, as a result, significantly improve critical sales and marketing metrics.
The customer’s need was to automate many uncoordinated, manual processes based on the use of multiple systems. Consequently, the data used by salespeople and call centre users needed to be more consistent, making it difficult to manage contact with the customer. This, in turn, generated challenges in terms of the following:
- “leaks” in the sales funnel, mainly in the context of contact with the customer, in particular when transferring contact between the importer and the dealer network
- low conversion at individual stages of the sales process, and the great difficulty in monitoring and supporting employee interaction with the client
Several quantitative and qualitative goals were set as part of the Salesforce Marketing Cloud and Marketing Automation implementation and the performance of the new Lead Management strategy based on MA solutions.
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Salesforce Marketing Cloud
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Salesforce Marketing Cloud Mobile Studio
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Salesforce Service Cloud
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A new role was introduced on the importer’s side (concierge), which takes care of quality customer service through the dealer network.
- Heavily personalised content and advanced segmentation rules (e.g. based on events, time, client )
- Sendouts based on previous actions across the process (both activity type and content)
- Sendouts based on marketing consent in the Service Cloud (advanced deduplication in its database)
- The right amount of interaction with the customer was defined for loyalty and increasing engagement, in particular after placing an order for a car
- Contact with the customer was “sealed” – the transfer of information to the Dealer was automated in the case of leads waiting for contact, also alerting about a dissatisfied customer was introduced
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– Lead quality increase
– Conversion rate increase
– Highly personalised customer experience
– Support of the customer follow-up at the stage after the offer is transferred
– Taking care of leads with a delayed purchase decision with nurturing campaigns
Salesforce Sales Director
