HMCA required a unified digital strategy across the entire business, covering the full customer lifecycle (awareness through conversion, service retention and repurchase). Hyundai had a vast array of disparate systems that managed customer data at various points throughout the lifecycle but no single customer view or common production or reporting processes to leverage off
What we did
Zuni created a single customer experience map that covered customers’ full lifecycle of buying and owning a car. This map was then appended with all current data sources, sales and marketing processes and reporting platforms to identify specific inefficiencies and organisational conflicts. The overall funnel performance was measured and compared with other competing brands by using a combination of ARC survey, Roy Morgan and internal CRM and ERP sales data. This data identified specifically where Hyundai’s sales funnel was under performing against key competitors and what opportunities were available.
Zuni also worked closely with Potentiate (the providers of industry sales data and insights) to identify what kinds of customers buy specific models and what their primary drivers for conversion are likely to be.
Based on this clear understanding of customer segmentation, functional requirements and customer journey, Zuni worked with all aspects of the business to develop a customer engagement strategy and an implementation plan that moved Hyundai from advertising the best monthly deal to all prospects, to delivering the right messaging and incentive to the right customer, via the right channel, at the right time.
A key part of this was working with the Marketing Director, Customer Experience Manager, and the IT Director to evolve the current mar-tech stack into something capable of delivering on this vision. This involved understanding the legacy ERP and data systems, negotiating with the team in South Korea around global Adobe platform roll-outs and pricing, and engaging with a wide range of CMS, CRM, and CDP vendors to develop scenarios and options for the business. We worked with vendors (both local and global) and implementation partners to obtain costs and developed a detailed business case which was extensively critiqued first by the CFO, then the executive team, and ultimately by the South Korean team. This process was iterative, with new versions and plans rolling out as decisions were made, policies were agreed, and exemptions were granted.
Hyundai have launched their new website on the Adobe platform under the global licencing agreements, and are following a technology, content, and audience segmentation roadmap to implement ever increasing personalisation around their digital campaigns and activities.