Join me for the session, where I take you through some key learning of a recent project within SFMC for one of our global clients – a leader in the automotive industry. I’ll show you how to deal with the project plan, management, execution, and delivery within a very ambitious timeline and with limited resources.
In 2018, as part of Publicis Groupe, Kindred joined the Publicis EMIL agency as a digital transformation partner to one of the global luxury brand player in automotive industry.
In 2021 we were appointed for the execution of 10 pre-defined customer journeys across 12 European markets.
The main objective was
As a part of delivering the automated customer journey solution, an operational OneCRM Hub was established.
A team of seven specialists was assembled in the Summer of 2021 to help the client to shift its transactional and commercial email send-outs to Salesforce Marketing Cloud.
Throughout 6 months, OneCRM Hub closely worked side-to-side with both local and regional client CRM, Data and Content departments on the implementation.
Build personalized and fully-automated customer journeys for the client in Europe and help use the newly rolled SFMC system to its full potential.
Our first use case was to enhance the experience of booking and attending a client’s test drive.
From the point of booking the test drive, via receiving the confirmation, additional information, and reminder, up to the evaluation of the drive satisfaction.
One of the most valuable ways to create brand loyalty, especially with a luxury brand, is to connect with fans on those special days such as their birthday or during Christmas.
For those who’ve provided consent to receive commercial emails from the client, our team has prepared the following email journeys:
For the client’s brand to have more personalised communications with fans and customers, we’ve created a set of two journeys and emails which ask individuals for their basic personal information.
Another journey related to this use case is Bounce Management – which identifies and notifies contact owners in Salesforce about any occurred email bounces.
The last use case our team executed was related to the customer car configuration experience. From the point of receiving his designed car up to the point of being invited for a test drive.
SFMC configuration, integration into other systems (Sales Cloud, local systems)
Comms with client