Our work for Volkswagen Pon Financiel Services

Bart de Wit

Volkswagen Pon Financial Services has two large parent companies and has grown into a top-tier financial player.

However, VWPFS' review score on google was quite low (1.7 stars). VWPFS asked us to set up an active strategy to improve this.

GET: Current VWPFS Customers

TO: Leave positive reviews

BY: Create a creative conversational campaign that promotes Customer Loyalty and customer contact.

At the time we started, customers were not actively approached with the result that most reviews were from people with a complaint. To improve the figure, we had to ensure more customer contact and identify the customers. Positive customers were asked to give a review. Negative customers were given an immediate opportunity to contact a Customer Service representative.

Start with the contact

With such a large customer base, contacting everyone by phone isn’t efficient. However, interactive technology allows you to exchange this information with the user. This way, we can ask questions and, based on the answers, determine which category the customer falls into. The user interface then guides the user to the review page or to customer service agents.

The next challenge is making sure the customer is open to contact at all. Many customers ignore communication attempts from companies because they assume it is spam. Therefore, it is important to make sure that the customers actually want to open the message. By properly communicating that this is a gift, more people are willing to open the message.

Article on Emerce about Conversational Marketing

Building customer loyalty

New customers received a message after 100 days with a car wash coupon preceded by a small interactive game. Rubbing the screen made their dirty car clean again. The experience was personalized with their own car model and color, created engagement, and with the car wash coupon, the surprise was complete. By asking for the customer's opinion on both the promotion and VWPFS at the end of the interaction, you also get the positive responses and can ask them to fill out aGoogle Rating. If the responses are negative, they were immediately followed up by the customer contact center.

We achieved a high conversion and click through rate. This campaign increased VWPFS' rating by 2 stars on Google. VWPFS was enthusiastic about the campaign and the results.

"Sometimes I feel like we're really only scratching the surface of what they're capable of"

- Inge Vrugteveen

Customer Journey Expert at Volkswagen Pon Financial Services