Revolutionizing Customer Retention with Scalable Automation

Opportunity

Our client was the finance division of a major automotive company that wanted to create an end-of-term solution to retain existing customers through refinancing.

Due to manual processes and limited outbound activity they were failing to effectively nurture and convert these customers. Most refinance requests were ad hoc and inbound, and there was no outbound campaign focused on nurturing and converting leads in a scalable way.

The client wanted to develop an automated, outbound campaign that enabled them to send personalised offers, with minimal human resource impact.

Value Created

Our aim was shifting from a reactive process that relied on customers to enquire, to a proactive process allowing the business to connect, nurture, and convert qualified leads.

Using Salesforce Marketing Cloud, a series of personalised, automated messages were designed, built, and deployed allowing the business to get ahead of the opportunity and prompt customers to explore their refinance options and request a quote via the online application.

All marketing communications were updated using Salesforce Marketing Cloud to streamline the entire digital refinance application process from quote acceptance all the way through to approval.

Impact

The solution increased customer reach by using proactive outbound digital communications to retain existing customers. 

Through automation we enabled greater levels of outbound activity, with minimal human resource increasing engagement and lead volume.

In 10 months since the solution deployment the client has:

• sent communications to over 2,000 customers,
• submitted nearly $1.4m in applications,
• increased their lead-to-quote conversion by 15%.