Volkswagen | Optimaliseren customer experience via marketing automation en data-driven email marketing

Role

Omnichannel marketing director/CRM & Email consultant.

Situation

Pon Automotive is the importer and distributor in The Netherlands representing brands like Volkswagen, Audi, SEAT, Skoda, and Porsche. They were aiming to optimize the customer experience throughout the entire customer journey. Pre- and post-purchase.

Achievements

Managed email marketing services

Over the period my team and I have been managing their email marketing operations, working with their marketers and ICT experts. Optimizing the user experience and visual design as well as HTML code for better conversion.

Data-driven marketing and communication

An analysis of the lead and customer database was one of the exertions we did. This revealed different types of behavior per segment and overall insight into customer engagement. This was the basis to set up different activation and reactivation campaigns.

Customer journey analysis and optimization

Mapping customer journeys and pinpointing areas for improvement was something that I proposed and executed. Customer journey mapping included user experience and visual design optimization advice. it concerned journeys such as brochure and test drive registration, the post-purchase period until delivery of the car and daily use after delivery.

Results

  • Optimization of results on KPIs above the industry benchmark.
  • Increased share of voice across the entire customer journey.
  • Better customer experience and lead and customer support in the pre- and post-purchase stages.
  • Improvement in communication across the entire digital range of touchpoints.

Competencies

  • Digital transformation
  • Omnichannel marketing
  • Customer experience management
  • User experience design
  • Visual design
  • Email marketing
  • Big data/artificial intelligence

Operating territory

The Netherlands

Period

2012 – 2015