8 Automated Campaigns That Make You Money
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The document outlines a custom survey strategy implemented by Mercedes-Benz of Kansas City to enhance customer service through automated feedback collection shortly after service visits. Key elements include a one-question survey to gauge customer satisfaction, tailored responses based on ratings, and follow-up actions to address dissatisfaction before manufacturer surveys. The strategy resulted in high engagement rates and increased positive online reviews, significantly improving their net promoter score.
8 Automated Campaigns That Make You Money
- 1. THE MAGIC TOUCH HOW A CUSTOM SURVEY PROVIDES EXCEPTIONAL CUSTOMER SERVICE Mercedes-Benz of Kansas City & emfluence
- 2. PRESENTERS Kris Nielsen eCommerce Manager Soave Automotive Group kris.nielsen@SoaveAuto.com Twitter: @MercedesKC @KrisNielsenKC Jessica Best Digital Marketing Evangelist emfluence jbest@emfluence.com Twitter: @emfluence @bestofjess #DMAwebcast
- 3. #DMAwebcast AUTOMATION ESSENTIALS Harvesting 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
- 4. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns Welcome Email/Series • Sent immediately (or ASAP) after a subscriber signs up • Reiterate the value of the subscription • Cross promote • Social media • Shop now
- 5. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns 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
- 6. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns Transactional Emails • High open rates • Cross-sell and upsell with the “receipt”
- 7. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns New Customer Bounceback Email • Sent a week or two after a new customer’s first purchase • Thank them • Offer suggested similar or complementary products
- 8. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns 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!
- 9. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns Referral Campaigns • Offer for you, offer for me – win-win • 9-13% conversion rate
- 10. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns 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)
- 11. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns Product Refill Reminder • Refill suggestion: when the product is about to run out • Offers are optional
- 12. #DMAwebcast AUTOMATION ESSENTIALS Harvesting the low-hanging fruit with common automation campaigns Product Review Email • Review request: after adequate time to use the product • Use as a form of quick follow up customer service
- 13. #DMAwebcast MERCEDES-BENZ OF KC A 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
- 14. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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
- 15. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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?
- 16. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 1-question survey Email reply to Positive reviewers Email reply to Moderate reviewers Call & Email to Negative reviewers Batched email from Service Advisor
- 17. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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
- 18. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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.
- 19. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service Email to Indifferent (7-8): • “From” the Business Dev Manager • Gauge what could have been better
- 20. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service Email to Satisfied (9-10): • “From” the Service Advisor • Copy makes it one-click easy to share a review on Google and Yelp
- 21. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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
- 22. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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%
- 23. #DMAwebcast NET PROMOTER SCORE A 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
- 24. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service 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…
- 25. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service The REAL Results: • Improved ratings across Yelp, Dealer Rater and Google reviews
- 26. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service Lesson Learned: • Use clear markings on the survey, to be clear that a 10 is GOOD and 1 is BAD.
- 27. #DMAwebcast MERCEDES-BENZ OF KC A custom survey for exceptional customer service What’s Next: • Sync with the auto group’s software to automate import • What could they do for non-openers/ non-responders?
- 28. #DMAwebcast SMART AUTOMATION Including 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)?
- 29. #DMAwebcast SMART AUTOMATION Including 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?
- 30. #DMAwebcast THANK YOU! Kris Nielsen eCommerce Manager Soave Automotive Group kris.nielsen@SoaveAuto.com Twitter: @MercedesKC Jessica Best Digital Marketing Evangelist emfluence jbest@emfluence.com Twitter: @emfluence