Hyundai

Success story : Hyundai

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

A quick summary

8 weeks implementation time frame

7 automated marketing programs

35 automated scenarios

+35% increase in scheduled appointments

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

Un changement radical de la stratégie CRM de Hyundai

L'hétérogénéité des outils marketing en place et la volonté d’une inter-opérabilité entre eux, ont amené les équipes marketing de Hyundai à revoir complétement leur stratégie. Hyundai utilise la solution Actito pour la gestion d’une base de données clients complète et plus fonctionnelle, et pour la mise en place de campagnes marketing personnalisées. En effet, le souhait de Hyundai était de mettre en place des programmes automatisés de relances autour des moments clés du cycle de vie des véhicules. La nouvelle solution devait ainsi permettre une meilleure gestion et animation des scénarios marketing inhérents au service après-vente du constructeur. 

Grâce à l’accompagnement actif des équipes Actito, seulement huit semaines ont été nécessaires pour installer et activer les premiers scénarios proposés par Actito. Par la suite, deux demi-journées ont suffit pour apprendre à maitriser la plateforme Actito et animer divers scénarios, des plus simples aux plus complexes.

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