You might have seen companies manually managing car service campaigns only to see uninspiring results. But we get you an innovative way that is described in this blog, where we explore the journey of an award-winning automotive dealer who took their lead generation to the next level through the automation of their car service campaigns. With the right strategy and technology in place, they were able to see a staggering 50% increase in leads. Read on to find out how they did it and how you can do the same for your dealership.
About AutoVista
Winner of An ET Auto Digital Dealer of the Year 2019 award, Autovista is one of the largest and premium Maruti Suzuki dealerships which has multiple locations across Mumbai and Pune. A 100 Million Dollar group company is renowned for being a one-stop shop for sales, servicing, spares, insurance, finance, exchange, and used cars.
Problem-Statement
Autovista, in spite of having a dedicated digital marketing team, was facing problems in maximizing the leads and offering more personalized customer services through their existing system. Lack of interest
amongst the visitors and customers in filling up forms, unavailability of live agents to attend the entire call volume, and frequent call drops were holding the system back from capturing maximum leads and establishing a strong personal connection with the customer.
Strategy
Autovista decided to go with Conversational AI as their ultimate digital marketing strategy and finalized Chat360 as their partner on the mission. Chat360 offered a customized combination solution comprised of WhatsApp campaigns for car service, Facebook ads linked with the chatbot, and WhatsApp chatbot triggered on call drop.
Execution
Web & WhatsApp bot deployed on their website for effective lead generation and efficient lead distribution & engagement, integrated with their LMS to track the entire lead lifecycle as it goes down the funnel. Lead Generation and Re-targeted marketing campaigns triggered through the LMS based on
the customer lifecycle.
WhatsApp Bots with multiple marketing and retargeting campaigns based on specific car buys or interest expressed. Engage existing customers for car upgrades as well as a source of new leads. Engagement with the no-contact database through WhatsApp campaigns. Run multiple retargeting WhatsApp marketing campaigns based on consumer data generated.
Results
-There was a 52% increase in leads from the website’s first month of launch.
-Leads increased at an average of 23% over the period of four months.
-Conversion rate increased by 5% from the 200 chatbot leads.
-Inbound call volumes increased by more than 100% within the span of four months of the launch using WhatsApp campaigns.
-The omnichannel platform enabled Autovista to give a seamless service experience to their customers while achieving higher service quality and standards.
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Product Performance
-3018 Leads were generated for New Cars, and 4067 leads were generated for Servicing in the last 6 months.
-345 Leads were generated for Insurance requirements and 279 leads were generated for Car Financing in the last 6 months.
-The car bookings made were ~9.97% out of the leads generated.
Way Forward
In addition to customer engagement, lead generation, and customer satisfaction, this platform is capable of optimizing the total flow between the bot and the live agents, thereby ensuring improved quality of customer service and agent satisfaction. A constant increase in digital business transactions has created an enormous potential for Omnichannel support and implementation of accurate Natural Language Processing, making them an irreplicable part of a delightful customer experience.
Interesting read:
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