23 June 2021

PARTNER FEATURE: Personal URLs – landing pages – providing options for changing a vehicle, tailored to the specific customer, are highly successful in a renewal strategy. Backed with a contact process that sees the renewal rate increase even when the customer doesn’t initially engage, one Canadian customer contact specialist explains how.

Dealbase has unleashed the power of Autofutura Key2Key by combining customer-personalised URLs, a perfectly timed contact strategy and a frictionless appointment management process for its dealer partners.

Get in early

Also demonstrating the power of starting the renewal process much earlier than the industry norm of three to six months before a contract ends, Dealbase achieves a 41% appointment booking rate from their first campaign contact and an 81% attendance rate at the dealer. And for customers who do not respond immediately the engagement rate increases by 50% for subsequent campaign contacts.

This creates a constant pipeline of customers who are in a committed renewal process – currently representing 52% of all customers contacted at least once.

“Key2Key reveals the right customers, making it easy to quickly build a campaign to target them with personalised deals via SMS. 11% immediately inquire about the renewal opportunity after viewing their Personal URL, and for those who don’t reach out immediately we contact them within seven minutes of them clicking on the link in the SMS. That results in up to 70% booking an appointment with the dealer,” explains Dealbase founder and CEO, Derek Rathbun.

“We are active exactly when the customer is engaged so it’s never a cold call and they become more interested over time, even if they are not ready to commit immediately. A campaign is not just a single attempt to convert a customer,” he says.

Derek emphasises to dealer partners that the industry standard practice of waiting until three to six months before the end of contract is often too late. He proves to them that dynamically timed personal offers delivered much earlier consistently deliver renewal rates 50% higher than the Canadian norm.

Service conquest

Derek also stresses the opportunities offered by service customers.

He says: “The service lane is a goldmine and right now I can see all of the ‘early ready’ customers among 379 booked in for service at one dealer over the next 28 days, thanks to the power of Key2Key.

“Many service customers didn’t buy at the dealership, so we are also developing a ‘service conquest’ system, reaching out to customers to fill in the details about their position and feeding that into Key2Key to enable us to send personalised offers.”

The final secret sauce in the Dealbase approach is a one page digital ‘appointment card’ generated for the dealer. This contains all customer details, their position in the buying cycle, every SMS exchange and the audio of every telephone call they have had with a Dealbase agent. This primes the dealer to host a successful appointment which will either result in an immediate sale or place the customer into the pipeline for a future deal.

“Key2Key is the driver that enables us to innovate in this way and deliver industry-best renewal rates, which we expect to continually improve on as we refine our pipeline process.”

Find out more about Key2Key here

Tags: Chrysalis Loyalty