Test-drive confirmations
Reported uplift following the journey redesign.
HYUNDAI · KIA · UAE · CRM
Juma Al Majid
A new CRM division and contact centre, with the test-drive booking journey simplified from nine touchpoints to three.
Programme led by our founder in an executive role. Results are carried over from the original case study.
Test-drive journey touchpoints
Before9
After3
010
- Sector
- Automotive · Hyundai & Kia
- Market
- United Arab Emirates
- Scope
- CRM division + contact centre + journey redesign
Systems CRM · single customer view · contact centre
THE CHALLENGE
The starting point.
Across the Hyundai and Kia business there was no central CRM. The same customer appeared as several disconnected records across dealerships, and the test-drive booking journey ran to nine separate touchpoints — nine chances for a warm prospect to go cold between first enquiry and a confirmed test drive.
THE WORK
How the change was delivered.
Founded the CRM division
Built the group’s first CRM function on a single-view-of-the-customer data model.
Stood up the contact centre
Established a contact-centre operation to own inbound and outbound customer contact.
Re-engineered the test-drive journey
Mapped the journey end to end and cut it from nine touchpoints to three.
Instrumented the funnel
Put conversion tracking across the funnel so drop-off could be seen and fixed.
THE OUTCOMES
What changed.
Booking touchpoints
Six fewer steps in the test-drive journey.
Customer data
A CRM division built around a single customer view.
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