In 2017-2019, I had the opportunity to work as an external CRM strategist for Porsche, a renowned luxury automobile brand.
My primary goal was to create a comprehensive email communication strategy that would establish personalised connections with Porsche leads, owners, and ex-owners.
Prior to this project, Porsche's communication efforts were limited, with occasional event invitations and minimal segmentation. The challenge was to develop a visionary approach to personalized communication, enhancing the customer experience beyond the ownership of the car itself.
My primary goal was to create a comprehensive email communication strategy that would establish personalised connections with Porsche leads, owners, and ex-owners.
Prior to this project, Porsche's communication efforts were limited, with occasional event invitations and minimal segmentation. The challenge was to develop a visionary approach to personalized communication, enhancing the customer experience beyond the ownership of the car itself.
Key Challenges
- Lack of a comprehensive communication plan and data infrastructure for personalised interactions
- Limited customer experience and communication touchpoints with the brand
- Complex data infrastructure and multiple data storages requiring analysis and integration
I started with analytics
- Conducted an in-depth analysis of the customer database, identifying key demographics, car ownership information, language preferences, and service visits
- Conducted interviews with multiple Porsche dealers to gain insights into their communication needs and requirements
- Evaluated the existing customer journey and communications to identify gaps and areas for improvement.
- Analysed Porsche's data infrastructure, including interactions between SAP database, landing pages API, dealer websites CMS, and DMP
Database analysis
Communication reachability of clients in the database
Then followed the Strategy phase
- Defined requirements for the development of the Porsche Communication Module.
- Created a segmentation model with a range of criteria to enable precise personalisation, such as lifecycle stage.
- Developed a comprehensive communication plan and established a unified communication journey that seamlessly connected three communication flows: international Porsche, national Porsche chapter, and dealer communications, ensuring consistent messaging across all touchpoints.
- Developed a trigger-based communication scheme to enhance support for Porsche owners in the aftersales department.
- Provided annual planning for newsletters and tactical communications, ensuring a cohesive communication strategy.
- Defined principles and touchpoints of subscription and unsubscription
- Defined targets for contactability, KPIs and reporting framework
Customer data environment prototype (made in collaboration with a system architect)
Suggesting to use email as a unique identification in the database
Lifecycle segmentation: full range of segments with definitions, qualifiers, and communication policies
Business segmentation and client journey
Suggested types of email communications
Subscription touchpoints
Trigger chain for Porsche owners
Results
The project established a clear link between CRM efforts and sales performance, showcasing the contribution of CRM to sales and customer loyalty.
A personalised communication scheme for Porsche owners was one of the factors in bringing Porsche to the 3rd place from the 27th place in customer satisfaction based on New Car Buyer Studies (IPSOS)
A personalised communication scheme for Porsche owners was one of the factors in bringing Porsche to the 3rd place from the 27th place in customer satisfaction based on New Car Buyer Studies (IPSOS)
Example of an email newsletter
