ACTIVE CAPITAL Marketing de la Relation Client (Prospection et Fidélisation Clients)

The Aftersales Business Unit of Volvo Cars is responsible for the development and marketing of aftersales products (e.g. parts, maintenance programs, and accessories) for Volvo Cars. Its efforts are focused on the Parts and Service employees at over 400 Volvo automobile retailers.

We work with the Aftersales Business Unit to provide Volvo Parts Managers, Service Managers and Retailer Principals with marketing resources and a communication vehicle to more effectively promote the Volvo Aftersales products and services, and in turn positively affect sales and market share.

Challenge
Volvo Aftersales was running The Volvo Aftersales Challenge, an incentive program targeted at increasing parts and service business at all Volvo retailers. Volvo wanted to increase participation and awareness of this program and was also challenged by the paper-heavy task of maintaining and tracking the program.

The Big Idea
We launched a series of print and web-based communications promoting the Aftersales Challenge and the launch of Volvo Insite. Volvo Insite is a web-based communication tool where, among other things, retailer employees can track their progress, browse the merchandise awards catalog and read travel features about the grand prize destination.

Strategic Solution

Teaser Communications
All Volvo retailers received a program teaser, reminding them that the Aftersales Challenge was beginning. The teaser also highlighted Volvo Insite and how it could be used in tracking incentive points for the year’s Challenge.

Monthly Communications
Updating Volvo Insite’s challenge standings on a monthly basis, we created excitement among Challenge participants by allowing them to check their status online. In addition, participants were updated monthly on upcoming incentive opportunities of which they may have been otherwise unaware.

Quarterly Communications
Each quarter, a report of individual retailer standings was sent to each retailer’s Parts and Services Managers. This tangible piece, with dynamic graphs and copy, gave a complete summary of the retailer’s standing in comparison to its Aftersales Challenge competition.

Measures of Success
Combining online and hard copy communications, we reached a greater number of Aftersales employees. Promotion of the challenge was especially efficient due to online content, according to surveyed employees. The online promotion of the Aftersales Challenge expedited the transfer of information, creating a higher level of satisfaction among program participants. Volvo corporate employees also effectively reduced administrative support by managing incentive standings via Volvo Insite.