Audi France Reinvents Its Lead Management
Context
A manufacturer established in 55 countries worldwide, Audi is present in nearly every passenger vehicle market segment, including prestigious sports cars. The brand, part of the Volkswagen Group, has sold over 1.5 million vehicles annually for nearly a decade.
Challenges
To optimize lead management, Audi uses a customer relationship and prospect management application that enables marketing teams and Partners to provide services and manage incoming leads. Leads represent the core of the Brand's business. The key challenge: how to identify potential prospects and transform them into customers?
Methods and Solutions
Within the Brand's relational database, preparatory work was implemented to:
Map the data landscape.
Measure data completeness and quality.
Identify and verify relationships between sources.
Ensure GDPR compliance.
These analyses provided by Talan constitute a vital foundation for the implementation of every project related to lead management.
With a data-centric approach, detecting purchase intent is essential. The objective is to convert users into leads; to achieve this, work was carried out to optimize lead scoring.
A first level of qualification is performed automatically by assigning a score based on various criteria. At the end of this process, any lead with a high enough score becomes a "hot lead" and is automatically transferred to Partners for processing. Talan intervened in improving the reliability of the score calculation and in automating the lead delivery process.
Effective lead processing ensures a seamless journey and meets contact expectations as quickly as possible. A lead callback tracking system was developed to measure reactivity in processing the sent leads.
Benefits
Improved data reliability.
Reduced lead processing time.
Lower maintenance costs for the scoring module.
Increased conversion rates.
Lower cost per lead.
Increased customer satisfaction.
"The success of the project is the result of excellent coordination between the Audi and Talan teams."
Arnaud Richter, Head of Customer Platforms and e-Commerce at Audi France