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How SEAT surpassed its lead target by 45%

How SEAT surpassed its lead target by 45%

Background

In February 2010, the biggest challenge SEAT UK faced was to raise its awareness within the fleet market in order to become the fleet manufacturer of choice at both driver and corporate decision maker level. Prior to 2009, SEAT had not been at the forefront of fleet decision makers’ minds when reviewing their fleets.

This, coupled with the current economic situation, meant that SEAT UK’s aim to double their fleet market share was a huge challenge.

To help them overcome this challenge, SEAT UK appointed 20:20 Dialogue to provide a team of expert business development executives to manage their new Fleet Business Centre.

Strategy

20:20 Dialogue structured its team of automotive experts to work not as an outsourced supplier, but as a seamless extension to SEAT UK’s Fleet Business field sales team and dealer network, in order to achieve the objectives set:

• Increase Market Share to 2.5% by 2016
• Increase brand awareness
• Become Fleet Manufacturer of choice

The Fleet Business Centre would improve the overall customer experience, form closer relationships with new and existing customers and provide a more accessible connection with the SEAT Brand.

Implementation

The Fleet Business Centre is designed to make its fleet and business sales operations easily accessible. Operating as the first port of call, the centre delivers fleet and business customers the latest information quickly and efficiently by providing everything from brochures, pricing information, technical data, appointments and demonstrator bookings.

For this service to be at its most efficient, the ability to engage with customers and prospects in a personalised, relevant, and timely manner across both phone and email is critical and to that end we designed a bespoke CRM system to support SEAT’s Sales and Marketing team, which delivered data accurately and on demand.

Further enhancement of SEAT’s perception is conducted within our follow up calls post demonstrations, capturing information pertinent to the continual improvement of SEAT’s design-driven range of cars and understanding the prospect’s needs and perception of SEAT cars through each step of the customer and prospect’s journey.

Prior to the inauguration of the SEAT UK Fleet Business Centre, SEAT did not have a facility for capturing fleet data of any description. 20:20 Dialogue has created a fully functional database for SEAT UK Fleet customers and prospects, and provides in-depth marketing intelligence to SEAT UK and SEAT SA's head office in Spain to allow them to forecast production figures for the future.

20:20 Dialogue's activity is now integral to SEAT UKs operations, in particular supporting the field sales team with managing their key accounts and day to day contacts via phone and email, thus enhancing prospects and customer interaction and overall experience. All mangers within SEAT work closely with their dedicated 20:20 Dialogue team and are in constant contact to ensure that both parties deliver a professional support service to their clients.

Extensive quality monitoring and reporting was carried out to ensure quality standards and service level agreements were achieved or exceeded. Ultimately, SEAT’s customers have been provided with a premium experience designed to feel and operate as a ‘first class travel lounge’.

Results

The Fleet Business Centre has improved the overall customer experience, formed closer relationships with new and existing customers and provided a more accessible link with the SEAT Brand, thus allowing customers to ‘Expect More’ – a SEAT UK marketing initiative which encourages drivers to challenge the norm of the fleet market not only with regards to service levels but also when considering SEAT UK as part of their fleet reviews.

The Fleet Business Centre at 20:20 Dialogue set up over 440 demonstrations within a 12 month period and have had some fantastic and informative feedback for SEAT.

Through 8,124 individual conversations, 20:20 Dialogue identified new and existing opportunities to provide SEAT UK with a total of 557 lead opportunities in the first year against a target of 384 leads. This surpassed the target by 45% and contributed to an increase in the total corporate fleet value to 11,712 vehicle sales during 2010, compared to the 2009 total of 7,712; an increase of 52%.

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