In the bustling automotive landscape of Tempe, Arizona, Tempe Chrysler Dodge Jeep Ram (DCJR), under the leadership of industry veteran Service Manager, Mike Purtle, embarked on a strategic partnership with Activator to enhance its marketing and customer engagement efforts.
With over 30 years of experience, Mike emphasized the dealership’s commitment to relationships with employees, vendors, and customers. This commitment prompted the exploration of new solutions to address challenges faced by their previous marketing system.
Activator Advantage
Automated Multichannel Journeys, Customer Data Platform, Data Management Layer, Custom Campaigns
20%
Top CSI ranking in the in the U.S.
52%
Service retention rate
$2M
Boost in service & parts sales in 2023
40%
Rise in parts & accessories sales in October 2023
Dealership Goals
Tempe DCJR encountered significant challenges with its previous marketing system, manifesting in post-campaign disruptions that consumed valuable time and resources. The aftermath of each campaign launch involved addressing a surge of customer complaints and managing opt-outs, creating a considerable administrative burden for the dealership.
Additionally, the limitations in swiftly sending targeted messages based on customer needs hindered their ability to adapt and personalize communication strategies effectively. Legal complications arising from an inability to address duplicate records further underscored the inefficiencies of the previous system, necessitating a comprehensive solution to enhance customer engagement and streamline marketing processes.
Dealership Goals:
Become more efficient and stream processes.
Send timely and behavior based marketing.
Increase CSI Ratings.
Service Goals:
Increase service retention and service drive revenue.
Featured Solutions
Dynamic Customer Data Platform: The CDP, powered with Salesforce, provides the dealership with the data management, customer insights, and marketing automation needed to execute successful sales and service campaigns and engagement strategies.
Data Management Layer: Ensures accurate and up-to-date customer data by continuously deduplicating records, and identifying malformed data and spam traps. This helps dealerships avoid messaging misfires and ensures relevant communication reaches the right customers.
Automated Multichannel Journeys: Engages customers throughout their entire lifecycle by targeting segments of the dealership's customer base, generating handraisers, and increasing sales and acquisitions.
Custom Campaigns: Tailored monthly campaigns allow the dealership to highlight specific needs, such as inventory, special offers, buybacks, and sales and service promotions, to drive immediate results.
Tempe DCJR’S Transformation with Activator
Using Activator’s solution yielded remarkable results for Tempe DCJR by transforming the dealership’s performance metrics across various fronts. Achieving a CSI ranking in the top 20% in the U.S. and securing a leadership position with a 52% service retention rate underscored the enhanced customer satisfaction and loyalty fostered by Activator’s solutions. Tempe DCJR gained a $2 million boost in service and parts sales in 2023 highlighting the financial impact. Notably, the dealership exhibited resilience during challenging times, with a 40% rise in parts and accessories sales in October 2023, even amid a strike.
Duplicate Records and Legal Concerns:
Previous System: Legal complications arose due to an inability to address duplicate records, leading to repeated emails to customers who had opted out.
Activator’s Impact: Activator’s Data Management layer handled duplicate, malformed, and incomplete records, helping to create a clearer picture of Tempe DCJR’s customers.
Post-Campaign Challenges:
Previous System: The aftermath of each campaign launch resulted in a substantial time investment to address customer complaints and opt-outs.
Activator’s Impact: Activator’s hybrid CDP and Multichannel Journey Builder solution mitigated these challenges using an improved understanding of their customers and their communication preferences, allowing the solution to send relevant content to the right person.
Custom Campaigns Success:
Previous System: Limited ability to swiftly send targeted messages based on dealership goals and customer needs.
Activator’s Impact: Activator’s seasoned Dealer Success Consultants created Custom Campaigns (mini journeys) with multiple touchpoints for service-oriented and sales-driven initiatives or special events.
Campaign Results:
Sales Increase: Despite industry challenges, service and parts sales increased by $2 million in 2023, showcasing Activator’s impact on revenue.
Service Retention: The dealership attained a 52% service retention rate, positioning it as a national leader in this metric.
Parts and Accessories Sales: During a strike, parts and accessories sales rose by 40% in October 2023, reflecting the dealership’s resilience and effective marketing strategies.
CSI Ranking: Tempe DCJR achieved a CSI ranking in the top 20% in the U.S., highlighting improved customer satisfaction.
Demand More From Your Dealership Marketing
Activator’s turnkey solution is powered with Salesforce, giving birth to a hybrid CDP and Multichannel Marketing Journey Builder. Salesforce helps to build strong customer relationships and grow revenue with a single source of truth and drive productivity with automated marketing processes.
With this foundational framework in place, Activator now incorporates additional 1st party and 3rd party data sources, creating a comprehensive customer profile of each customer. This interconnected solution facilitates the creation of personalized customer journeys that engage with individuals based on their interactions and preferences. Over time, the data collected during these interactions is channeled back into the CDP, creating a picture of the customer’s preferences and ensuring continuous refinement and personalization of marketing outreach.
Activator’s flexible and robust solution not only addressed the specific challenges faced by Tempe DCJR but also catalyzed a significant transformation in customer satisfaction, service retention, and financial performance. The results, including a top-tier CSI ranking, leadership in service retention, and substantial revenue increases, underscore the strategic value of Activator’s hybrid CDP and Multichannel Journey Builder with its Data Management Layer and Custom Campaigns. For more information on Activator’s capabilities and how it can enhance your dealership’s performance, schedule a demo.
