Nissan x myElefant: creating a strategy of mobile messaging for each step of the customer journey
The Japanese company, which is nearly a century old, is one of the largest automakers in the world. The Renault-Nissan-Mitsubishi Alliance was the world's leading automotive group in terms of sales in 2017 and 2018 .
The customer life cycle in the automotive industry is long, and Nissan is involved in each of these stages. As a result, the Japanese company quickly placed considerable importance on local communication methods used by its dealers to stay in touch with your customers.
In recent years, Nissan has observed a deterioration of the performance of traditional communication channels Finding alternative solutions that can revitalize customer relationships has therefore become essential for this automotive giant.
Messages for customer relations
With the explosion of smartphone traffic and the development of new formats, Nissan has decided to pose mobile messaging is at the heart of its customer relationship strategy This was the starting point for myElefant's collaboration with Nissan Europe!
The target: design and implement a mobile messaging strategy in Europe for each phase of the customer journey using the myElefant platform.
After a successful POC exercise, myElefant and Nissan have decided to develop a three-pronged strategy to achieve this:
- Support Nissan in developing local communications
- Set up automatic relationship scenarios via a connection to Nissan CRM
- To innovate by trying new mobile messaging channels
The POC phase
In January 2018, Nissan implemented its first use case based on the Rich format from the myElefant platform with the aim of presenting the new Nissan MICRA.
The format was very well received by Nissan customers, and the campaign results were convincing. Nissan, together with myElefant, therefore decided to use the Rich SMS format for three new campaign types that meet specific objectives:
- Campaigns highlighting Nissan's latest innovations. (See above)
- Personalized promotional campaigns
- Interpersonal campaigns
Distribution of local communications
As part of its local communications strategy, Nissan is also seeking to equip its dealers with a messaging platform that allows them to stay in close contact with their customers. This includes opening 150 myElefant accounts for their dealers across France.
Each dealer can draw on a catalog of operations that have been approved by central marketing and activate them whenever they want to reach their local customers.
In six months, 200,000 customers received these SMS communications from their dealership.
The CRM connection to extend use cases
Given the extent of Nissan's use of the myElefant solution and the expansion of the range of customer relationship scenarios, myElefant and Nissan have chosen to connect myElefant to the Adobe Campaign platform used by Nissan Europe.
This connection has many advantages including:
- Using dynamic and segmented lists in Nissan CRM. This means you no longer need to upload customer databases to our platform.
- Upload myElefant campaign performance data directly to Adobe Campaign to take advantage of all the analytical finesse provided by myElefant
- Automatic campaign distribution. This allows you to automate the sending of communications throughout the customer lifecycle.
This connection allowed us to implement a first scenario that automated the sending of an SMS indicating the nearest concession for all test applicants. (See photo above.)
Messaging at the heart of innovation
Towards predictive campaigns ...
In 2019, and still aiming to improve the relevance of its content, Nissan plans to take its Rich SMS campaigns to the next level by making them ultra-personal. The CRM connection, combined with analytics performed by Nissan's predictive marketing services provider, will enable the creation of dynamic and personalized campaign templates in the future.
At the forefront of innovation
In parallel with these Rich SMS campaigns and constantly seeking innovation, myElefant, a Google RCS partner, approached the Nissan teams to introduce them to this new mobile messaging channel!
Happy with the myElefant experience, strengthened by Google's partnership, Nissan immediately adopted this new format.
This collaboration led to the development of an "after-sales" use case, a pilot presented at the Mobile World Congress 2018, which today allows Nissan to position itself as a pioneer in mobile messaging.
