8 automated campaigns that make you money

THE MAGIC TOUCH

HOW A CUSTOM SURVEY

PROVIDES EXCEPTIONAL

CUSTOMER SERVICE

Mercedes-Benz of Kansas City

& emfluence

PRESENTERS

Kris NielseneCommerce Manager

Soave Automotive Group

[email protected]

Twitter: @MercedesKC @KrisNielsenKC

Jessica BestDigital Marketing Evangelist

emfluence

[email protected]

Twitter: @emfluence @bestofjess

#DMAwebcast

#DMAwebcast

AUTOMATION ESSENTIALSHarvesting the low-hanging fruit with common automation campaigns

Welcome Email/Series

• White list request (Add us…)

• Balance text and images

• Set expectations for frequency

and content

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Welcome Email/Series

• Sent immediately (or ASAP)

after a subscriber signs up

• Reiterate the value of the

subscription

• Cross promote

• Social media

• Shop now

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Abandoned Cart Emails

• Sent a few days after a subscriber

leaves items in their cart

• Copy should be “helpful”

• Reiterate the value of the product

and/or answer common objections

• Doesn’t have to be offer based

• Offer helpful similar suggestions

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Transactional Emails

• High open rates

• Cross-sell and upsell with the

“receipt”

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New Customer Bounceback Email

• Sent a week or two after a new customer’s

first purchase

• Thank them

• Offer suggested similar or complementary

products

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New Customer Bounceback +

Survey

• Offer a coupon in exchange for a quick

feedback survey:

• You’re listening to them

• They’ve earned it, so they use it!

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Referral Campaigns

• Offer for you, offer for me

– win-win

• 9-13% conversion rate

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Inactive Win Back Campaign

• 6, 9 or 13 months without activity

• No opens, no clicks, no log-ins, no buys

• Subject line and copy should be clear

• First email in this series will reactivate

the highest rate

• If they don’t reactivate, move them into

a separate file (or remove them)

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Product Refill Reminder

• Refill suggestion: when the product

is about to run out

• Offers are optional

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Product Review Email

• Review request: after adequate time to

use the product

• Use as a form of quick follow up

customer service

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MERCEDES-BENZ OF KCA custom survey for exceptional customer service

The Customer:

• Affluent

• Informed & rational

• Quick to offer an opinion

• Demand perfection, from themselves

and therefore, from the products and

services they buy

#DMAwebcast


The Challenge/Goals:

• Provide excellent customer service

• Resolve issues, preferably before the

manufacturer’s survey (7-10 days after

sale or service)

• Could lose incentives up to 4% in

margin on new vehicle sales

• Generate more public online reviews

• Make it easy for a busy customer

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The Strategy:

• Create an automated survey/email

to customers 2-5 days after service

• Survey is one-question:

Would you recommend us to a

friend, family member or colleague?

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1-question survey

Email reply to Positive

reviewers

Email reply to Moderate reviewers

Call & Email to Negative reviewers

Batched email from Service

Advisor

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Initial Service Follow Up:

• An email 1 day after the customer’s car

has been serviced

• Looks like it comes personally from the

Service Advisor

• Quick email linking to a quick

1-question survey

#DMAwebcast


Replies to Disappointed (1-6):

• An email that looks like it came from the

Business Dev Manager, asking for

more information or how can he help?

• An alert is sent to the GM who calls the

customer to correct any disappointment

• NOTE: If it’s a disappointed customer,

it’s often a 1. There’s no middle ground.

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Email to Indifferent (7-8):

• “From” the Business Dev Manager

• Gauge what could have been better

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Email to Satisfied (9-10):

• “From” the Service Advisor

• Copy makes it one-click easy to

share a review on Google and Yelp

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Similar set up has been

added for new sales:

• If it works for the service department,

why not do it for sales?

• Tested different variations of the

creative to find what works best

• Versioned by service/sale, they have

16 automated emails running

#DMAwebcast


The Results:

• A 58%+ open rate on the Sales

follow up email; 44%+ on Service

• An increase in customer reviews

on all review sites

• A peek at the happy customers

(the majority!) for the MBKC team

• Their average score is a 9.09!

Net Promoter Score is 71%

#DMAwebcast

NET PROMOTER SCOREA one-question customer happiness index

Promoters – Detractors = NPS

• Promoter gave a 9-10, someone who

would tell their friends they liked you

• Detractor gave a 1-6, someone who will

tell their friends they didn’t like you

• Moderate (7-8) doesn’t impact your score

• Mercedes-Benz of KC has a net promoter

score of 70.9%, extremely high

#DMAwebcast


The REAL Results:

• A chance to make unhappy customers

happy, even turn them into promoters

• … before they receive the

manufacturer’s survey.

Robert,

I had a bad experience with my

service. I was not given any

information on what service was

performed. My car was supposed to

be cleaned before returning to me. It

was a mess: Lint fibers all over the

front and back windshields, dirt all

around the car. I was sold a certified

pre-owned which was not, which I

plan to take to Mercedes Benz corp.

The service department is always friendly and efficient, and they give me

complimentary loaner Mercedes whenever my car is being serviced…

#DMAwebcast


The REAL Results:

• Improved ratings across Yelp, Dealer

Rater and Google reviews

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Lesson Learned:

• Use clear markings on the survey, to be

clear that a 10 is GOOD and 1 is BAD.

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What’s Next:

• Sync with the auto group’s software to

automate import

• What could they do for non-openers/

non-responders?

#DMAwebcast

SMART AUTOMATIONIncluding all the touch points for the best experience possible.

Integrated Automation:

• Call center: If you mark a “1,” should

you just get an email?

• What are your ties to social? If they

rated you a “10” what other places

would they want to connect with you

(or tout you)?

#DMAwebcast

SMART AUTOMATIONIncluding all the touch points for the best experience possible.

Integrated Automation:

• Try SMS for a higher open rate?

• NOTE: you better have permission

• Step 1: How do you want us to notify

when your service is ready?

• If SMS, Step 2: Would you like us to

send service notices and offers via

text as well?

#DMAwebcast

THANK YOU!

Kris NielseneCommerce Manager

Soave Automotive Group

[email protected]

Twitter: @MercedesKC

Jessica BestDigital Marketing Evangelist

emfluence

[email protected]

Twitter: @emfluence