Improving consumer experience by targeted sales and services marketing
Our client is an American multinational automaker, the second-largest U.S.-based automaker and the fifth-largest in the world. It operates over 3000 vehicle stores in the US. The client has been pushing boundaries in improving dealer performance, a key success factor in its achieving business goals.
After a detailed analysis of the goals and problem areas, we designed a series of microlearning courses targeted to the core areas that could improve dealer performance. The core areas were identified as:
- Direct advertising services
- Pre-owned marketing tools
- Programmatic Ads
- Consumer communication CRM and processes
A series of 14 microlearning courses were designed targeted to automobile dealer training. Each of the microlearning courses adopted a problem-solution approach.
Problem introduction: Automobile dealer staff are introduced to the challenges they face within their roles such as online shoppers skipping dealer websites and landing up at marketplace sites.
Solution engagement: A potential solution including pre-sales, sales, or after-sales behavior coupled with digital platform tools is explained to the staff.
Feature/ benefit: A targeted walkthrough of the features and benefits of the solution and how it can help bring positive results is offered to the staff learners.