To adapt to changing customer information and purchasing habits, we have developed a multi-channel strategy for a car manufacturer.
Starting position and objective
- Changed information and purchasing behaviour of customers requires adjustments in the sales strategy
- Customer Journey runs individually according to customer preference in different formats and touchpoints
- All sales formats and touchpoints, whether digital, temporary or stationary, have to be linked together in order to ensure a seamless and positive customer experience
Approach
- Evaluations of different analyses and processes, competition and cross-sector best practice analyses
- Development and description of cross-channel, integrative sales processes
- Development of new or adapted job profiles incl. Business case calculations
- Distribution-level implementation and professionalization concept
Results
- Blueprint for the market-specific implementation of multi-channel sales elements
- Business Case Templates for national, dealer-based calculation of multi-channel elements
- Role & job profiles, interface modelling and pay models