/success story

FCA

DRIVING CUSTOMER ENGAGMENT

THE CHALLENGE

To increase from 30% to 50% the renewals average across the Fiat dealer network.  This would bring it in line with other automotive brands such as Mercedes, Ford and Kia. The increase would equate to 20% of the network’s new car sales target for the year.

 

The Results

20%

increase in projected customer renewals

200

dealerships signed up in week one

100%

buy in from BDMs

£10M

potential profit for dealers per year

THE Approach

Clarity’s research revealed that the dealership teams were process oriented and responded well to advocacy from their management team.

We therefore devised a campaign built around DM contact and access to a dedicated online Engage Team portal.

The multi-faceted Engage Programme was rolled out across four brands – Jaguar, Land Rover, Fiat and Alfa Romeo - all with the same central message and desired outcome, increased engagement.

The scheme was a huge success with 100% engagement across all sales employees, which led to a massive 20% increase in sales.

FURTHER READING

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