Creating Seamless Customer Journeys Both HQ and their Network Love
Executive Summary
Renault Group faced the common B2B2C challenge of balancing the needs of HQ and the network. While HQ focuses on lead generation, governance, and consistency, the network often seeks more control and is rarely satisfied with lead quality or quantity. Renault recognized the importance of fostering collaboration between these two groups to improve outcomes.
To address this, Renault focused on specific steps in the customer journey, creating automated and structured communication flows that guide future drivers from brochure downloads to car orders, and even beyond the purchase with follow-up communications for key moments like check-ups and seasonal tire changes.
Results
This approach fostered collaboration between HQ and the network, leading to improved engagement and more efficient operations for Renault.
Key Results:
- 45% conversion rate
- 21.2% overall CTO open rate
- 50+ automated and highly personalized journeys
Our Approach
The Big Idea
- Optimized the customer journey with automated flows, guiding customers from brochure downloads to car orders and beyond.
- Ensured continued engagement after purchase, such as for check-ups and tire changes, fostering loyalty.
The Strategy
- Created seamless, automated flows across the customer journey to nurture leads and maintain engagement.
- Built an active, loyal database for both HQ and the network.
The Process
- Developed targeted automated flows at key customer journey steps.
- Maintained engagement post-purchase, streamlining HQ and network collaboration.
