Hyundai

Success story : Hyundai

Centralize customer data and maintain dialogue throughout the clients lifecycle, strating from a single car purchase.

Client

Hyundai is undeniably a major player in the global automobile industry, it's the fourth biggest automobile builder in the world. With almost 500,000 vehicles sold a year in Europe, of which almost 80% are of the new generation. Hyundai have more than 180 points of sale in France and 320,000 vehicles, with an indisputable presence in the world of automobile innovation.

Objective

Hyundai's main goal was to implement automated follow-up programs at key moments of their customer's journey with a particular vehicle.

The lifecycle of the automobile sector is quite unique: a client keeps their car for up to 8 years on average. However, many decide to take the plunge or at least start reevaluating their options at the 4th or 5th-year mark. Hyundai’s goal was to implement automated reminder and follow-up programs at those particular key moments in the lifecycle of sold vehicles. To start a conversation with clients when it's most relevant to do so.

To do so, the marketing automation solution of choice needed to be able to centralize all necessary data on clients and their cars, whilst taking into account their preferred channel of communication. Hyundai was also looking for an easy-to-use tool that required little technical knowledge and quick implementation. Therefore, the automobile player chose Actito to implement this new customer journey-based strategy within the scope of its cross-channel client marketing strategy.

Solution

In a nutshell, the solution was highly personalized and automated reminder campaigns linked to post-sale service. With Actito's relational database model and the different functionalities possible through well-thought-out scenarios, Hyundai is now able to manage a centralized and easy-to-use client database. Moreover, the company is now able to create relational marketing campaigns.

Thanks to active support from Actito teams, it took only eight weeks to install and activate the first scenarios. Afterwards, a two-day only workshop was necessary to train the Hyundai team to use the platform and produce various scenarios, from the simplest to the more complex ones.

Results

Today, Hyundai’s marketing campaigns are mainly driven by automatically sent messages to clients, inviting them to make an appointment for those key moments defined in advance: first tune-up, tire change, etc.

The various target groups are reached through a multi-channel logic. Up until now, more than 35 automated scenarios have been created. Clients whose e-mails Hyundai does not have, or that have not made an appointment with the dealer after receiving an e-mail reminder, will receive a personalized text message, activated by an Actito scenario. Should Hyundai not have the client’s mobile phone number, the scenario can notify the call centre using the client’s landline number in order to make an appointment. These solutions have helped the company achieve a 35% increase in appointments

A radical shift in Hyundai’s CRM strategy

Hyundai’s marketing teams were working with a patchwork of marketing tools and wanted them to work together. That pushed them to rethink their strategy from the ground up. Hyundai now uses Actito to manage a complete, more functional customer database and to run personalised marketing campaigns. Its main goal was to set up automated follow-up programmes around the key moments in a vehicle’s lifecycle. The new solution therefore had to help the manufacturer manage and run the marketing scenarios that support its after-sales service more effectively.

With hands-on support from the Actito teams, it took just eight weeks to set up and activate the first scenarios Actito proposed. After that, two half-day sessions were all the team needed to master the Actito platform and run a range of scenarios, from the simplest to the most complex.

The collaboration between Hyundai and Actito

We chose ACTITO for its flexibility and user-friendliness. The agility and service-mindedness of the solution are what convinced us in the end.

Jean-Baptiste Giraud, Digital & CRM Manager at Hyundai Motor France

Before using the ACTITO platform, our client database wasn’t very functional. Direct marketing campaigns were made up of a bunch of actions that required exporting data. Centralizing it on one marketing automation platform is now obvious to us

Jean-Baptiste Giraud, Digital & CRM Manager at Hyundai Motor France