MINI Nordics: Customer loyalty for MINI in the Nordics
30+ Incremental sales traceable to the pilot
- 40.Questions in a Loyalty 360 written for Kia Sweden and Santander
In summary.
- Goal
- Win back Kia's lead in customer loyalty in Sweden by raising retention at contract end, starting with one loyalty strategy that Kia Sweden, Santander and the dealers share.
- Areas covered
- A Loyalty 360 assessment, a two-day strategy workshop, an action plan for Kia Sweden, Santander and the dealers, and the ddx Customer Loyalty Programme for area managers and pilot dealers.
- Outcomes
- One view of where loyalty is lost, a short-, medium- and long-term action plan for each of the three parties, and a working group to carry it. Training for area managers and pilot dealers follows.
Insight gained.
A brand, its finance company and its dealers can only work together on loyalty if they share one measure of it. Agree that measure first, build the reporting, and make it available to everyone. Only then review the sales process and plan the training.
Context & challenge
Kia Sweden is the national sales company for Kia in Sweden. Its finance partner is Santander Consumer Finance, and the finance it offers through Kia dealers carries the Kia Finance name.
Kia’s loyalty figure in Sweden had fallen, and Kia Sweden wanted to regain the market-leading position.
Objective
Agree one loyalty strategy and action plan across Kia Sweden, Santander and the dealer network, and give area managers and dealers a simple process and the training to run it.
Approach
ddx wrote a Loyalty 360 for Kia Sweden and Santander: 40 questions covering scope, strategy and steering, sales and pricing, CRM, technology, the customer interface, finance products, remarketing and vehicle valuation, and data privacy. The 360 ran for two days on site with the management teams of both companies. On the first day, ddx worked through the questions topic by topic with heads of sales, area managers, marketing, product and pricing, CRM, IT and the head of loyalty. Legal and compliance joined on the second day for data privacy. That afternoon, ddx presented a first strategy and action plan for the management teams to challenge and prioritise.
The findings and actions were set out for each party: the customer, Kia Sweden, Santander and the dealers, each with steps for the next three months, the next year and beyond.
The next step is the ddx Customer Loyalty Programme: a day for Kia and Santander area managers, then sessions with pilot dealers. The material is built on Kia Sweden’s own book and covers the customer contact plan, the 12-step renewal process, appointment invitations, and Forum Theatre
Results
Kia Sweden and Santander have one diagnosis of where loyalty is lost, an action plan with owners for the brand, the finance company and the dealers, and a working group that meets to keep it moving.
Challenges & lessons
Three organisations share the customer. Data passes between Kia Sweden, Santander and the dealers under a data-sharing agreement and each customer’s consent, and consent levels differ by channel. Dealer groups work in different ways on the same dealer management system, so any process had to stay simple for the dealer.
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