Meineke CMO Artemio Garza wondered if his company truly knew its customers in such a way that would create more brand loyalty.
“Do we really know them? How do we communicate effectively?” Garza said during his session, Delivering High Performance, Personalized Brand Experiences to Customers, at Monday’s Engagement & Experience Expo, hosted by Loyalty360.
What did Meineke want to achieve?
The challenge: To drive customer retention by enhancing Meineke’s ability to: Identify customers; understand them beyond their vehicles; and communicate with them effectively.
The solution: Deliver customers timely and personalized engagements that promote loyalty by maximizing customer experience and brand interactions. With a big assist from Clutch.
Here’s how the solution breaks down:
Data centralization: Marketing and operational system unification. Breaks down data siloes, integrates data sources, facilitates segmentation and customer targeting, and automates for rapid organization.
Customer Intelligence: Deep, real-time customer understanding. Who buys premium services? Where do they live? What are they like? What is their car history?
Targeted Engagement: Personalized campaigns around spend, vehicle maintenance, and customer insights.
Ongoing optimization: Continuous measurement and iteration.
Garza noted the three segments of target car care customers for Meineke: Prudent pragmatists (deal seekers; transparency); service delayers (convenience); and motor mavericks (reliability).
Developing strategic segments and profiles allows brands to engage customers on an individual level. Delivering relevant offers and experiences to customers increases brand interaction and advocacy, according to Brad Marg, COO at Clutch.
Relevant messaging at the right time is another key aspect of Meineke’s targeted customer engagement, including loyalty welcome emails, thank you campaigns, reward trigger notifications, oil change reminders, brake service reminders, and reward expiration notifications.
Consistent messaging: Bringing it altogether across all channels. Cross-channel solution, customer intelligence, triggered campaign, and social capabilities.
Ongoing optimization: Complacency is death for brands.
Real-time data is pivotal to understanding shifts in trends within the market.
Purchase history and customer understanding empowers brands to keep customer’s preferences top of mind.
Use data to identify new tests and opportunities.
What were Meineke’s results?
Impact on conversion via triggered communications: 114% increase with welcome emails; 25% conversion increase on personalized service engagements.
Building brand advocacy through Meineke Rewards (1 point for every dollar spent):
Incentivizing positive engagement via social channels
Transforms purchasers into loyal customers.
Let your best customers do the selling for you.
Meineke Rewards is about understanding, communicating, and sharing with our members.
Reward types: Point purchase rewards; Birthday rewards; Loyalty anniversary rewards; Refer-A-Friend rewards; and Surprise and delight rewards.
Sixty percent of service work for existing customers; objective is to get 10% of those cutomers who come in once a year to come in twice a year.