Customer Relationship Journey Orchestration
When a client needs to unify global loyalty and ancillary sales communications across business units, you start with the customer moments that make it magical.
The situation
Stellantis needed to unify business unit communications to activate customer moments in ancillary sales, loyalty, and repurchase. They knew their customers shared a deep brand passion, they just didn’t know when with how.
The Global Challenge.
Business units within OEM brands, within Geographies - these are challenges Stellantis had to gather greater visibility of their customers for ancillary sales. With millions of owners around the world, that complexity has great challenges with even greater opportunities. To add further complications, the end tail communications are managed by dealers who don’t always follow best practices with their customers.
The key to this success is having greater relationship management with customers through retail, service, and digital channels. Driving this success is understanding the Mopar value so that customer metrics can evaluate what matters to them, and where they are in their ownership lifecycle.
One Goal: Orchestrate omnichannel experiences, personalized to ownership brand passions.
The Mission.
Business units within OEM brands, within Geographies - these are the challenges of Stellantis to gather alignment. Stellantis has millions of owners around the world, and that complexity has both great challenges and even greater opportunities. To add further complications, the end tail communications are managed by dealers who don’t always follow best practices with their customers.
The key to this success is having greater relationship management with customers through retail, service, and digital channels. Driving this success is understanding the Mopar value so that customer metrics can evaluate what matters to them, and where they are in their ownership lifecycle.
Stellantis’ CRM Goal
Utilize data-driven intelligence (CDP) to create coordinated, thoughtful, dynamic and customer-centric messaging and content - the “what, where when and how” across the Stellantis marketing enterprise.
The Approach.
Stakeholder interviews
Ownership qualitative research with customers in stages of their journey.
Key Reporting and Discussion
Journey Mapping Hypothesis
Quantitative survey research with owners
Key Reporting, Finalization, Discussion on Research Pillars
Qualitative and Quantitative mapping to journey
Journey Mapping Validation
Pivotal Moments Identification, Discussion
Pivotal Moments in Journey Map Finalization, Review
Report Playbook finalization and client presentation.
Next steps recommendations for prioritization.
The Orchestrated Summary.
One Goal: Orchestrate omnichannel experiences, personalized to ownership brand passions.
1| Qualitative & Quantitative
We took extensive qualitative interviews and quantitative surveys across real owner journeys and mapped sentiments and impactful data to areas of the journey. This validated our journey map for relevant, branded communications.
Pivotal Moments™ Quantitative Report Excerpt.
2| Experience Pillars Need States
We connected key business KPIs with deficits in customer awareness. We aligned key communication “pillars” across teams for greater planning. Measuring delight is challenging, so we map to customer empowerment, transparency and connection to brand.
3| Pivotal Moments™ Definitions
We converted analysis of customer and business research into defined customer triggers, emotions, routines and the outcomes of a moment. We connect teams to plan relevant communications on customer behavioral triggers, emotions, routines, influencers.
4| If/Then Use Cases
Business use cases become if/then instructions. Customers do not always follow every business goal, so we plan. ”If” the customer doesn’t act, “then” we deliver planned messaging and cadence personalized to their purchase ownership, service and auto features.
5| Pivotal Moments™ Narrative empathy, channel touchpoints
Tell memorable stories of a ”north star” experience to contextualize business aspirations with customer empathy. We connected touchpoints to various channels, business departments and influencers, such as family or friends that support this north star experience.
Stellantis’ Project Outcomes
To orchestrate engagement milestones in the ownership journey to predict and deliver personalization at scale across OEMs and geographies.
6| The 216 Page Pivotal Moments™ Playbook Except
We connect customer attitudinal and behavioral data with affinity to key themes that we can plan communications towards such as empowerment and transparency. We convert these insights into actionable intelligence on triggers, emotions, routines, and macro-outcomes that are measurable.
We connect this behavioral science with engagement recommendations across three business units.
We then scored pivotal moments between customer quantitative results and business value. This allowed us to identify quick-win turn around deployments next to longer planning and improvements.
We also were able to designate some key communications that contributed to the business but required renewed communication that reflected the value.
Next in 2023
With prioritized pivotal moments, the team is defining an activation strategy
User Pathways will be defined across channels to align messaging and CTAs
Deployments are set for the second half of 2023
