The opportunity is to use mobile CRM to extract real value from an established data base. This was proved hugely successful for HR Owen (the largest car dealership in London and the SE) who had a rich but under-utlised data base of information on their consumers. Their challenge - how to extract value from the data base and provide greater customer service? The answer was to create a genuine 2 way communication path (unlike traditional direct mail) allowing them to talk / interact with their customers on the move!
Mobile numbers were extracted from the database of all opted in customers, and cross referenced against relevant information about thier car usage. From this data, targetted text messages could be sent directly to them (eg offers on new cars, deals on servicing, free test drives etc relevant to their age, mileage, value of the car). Customers could respond via text and receive an immediate phone call from HR.Owen staff to harness the moment of interest. Response rates were extremely high with redemption on some of the offers as high as 6%!
See the HR Owen case study attached.This creates a genuine 2 way communication path (unlike traditional direct mail) allowing you to reach your consumers on the move!
This campaign was hugely successful in opening up a new communication channel with previous and existing customers. Real customer loyalty and repeat purchase were achieved through the close targetting and quick response times, as well as incremental sales. There is no other medium that can act in real time or on the move like mobile phones, with a significant benefit delivered from HR.Owen staff being able to act immediately upon live data.
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