Eclipse Marketing, experts in customer relationship management (CRM), data management and direct marketing, have successfully implemented a groundbreaking aftersales programme known as Encore.
Encore was created as a solution to a global automotive client’s need to support their dealer network by increasing aftersales activity.
Encore combines historical data from each franchise with manufacturer and marketing data to predict the right moment when customers are likely to respond to reminders and offers. This predictive analysis leads to the programme contacting customers automatically through high-quality professional direct marketing.
Eclipse realised that a centralised direct marketing programme of timed reminders and offers to customers through cutting-edge communications showed the greatest promise. This would, in turn, increase brand loyalty and reputation, increase dealer traffic, generate significant revenue, increase efficiency and improve customer satisfaction.
Despite the basic idea being simple, Eclipse encountered and overcome numerous technical hurdles when implementing the programme, not least the problem of integrating data from incompatible systems.
David Pickering, Managing Director at Eclipse Marketing, said; “Though we have done similar projects before and the methodology is tried and tested, this is by far the largest Eclipse has ever tackled. The solution we’re offering is revolutionary in terms of scale, scope and depth of detail.
He adds, “We believe Encore can offer organisations multiple benefits that can increase revenue, enhance brand reputation and build customer loyalty. We’re keen to extend this to more organisations, where our knowledge and experience will be of great value.”
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