Create a circle of user operations to empower car companies with digital marketing

With the deepening of digitalization, automobile marketing is entering a period of profound change. Digital technology, as a new driving force, gives new value to automobile products. From the seller's market to the buyer's market, from production to sales, car companies began to pay attention to the personalized needs of users. Especially during the epidemic, more and more car companies are actively opening up online links for users to view, select, and purchase cars, carry out online marketing, and test the omni-channel marketing model. While car companies are promoting platform digitization and ecological digitization, they are also linking user scenarios, shaping user value, and being user-driven to achieve the ultimate construction of ecological relationships. In the early days of the new circle marketing ecology, the traditional CRM and fan economy were product-centric, but now users have become the core assets of car companies. Therefore, how to enhance the efficiency of customer acquisition, achieve user retention, and make customer feedback smoother has become a core issue currently being considered by all OEMs. American scholar Thomas Kroopoulos wrote in the book "The Circle Effect": "Faced with the strong rise of groups, we can only understand the business logic of the main consumer groups." Facing the new generation of consumer groups, car companies need to grasp Focus on their demand points, focus on users, create refined hierarchical operations, build corresponding consumption channels, and enhance user participation and enthusiasm by strengthening interaction with specific groups in these areas, so that products not only become commodities, but also The topics and social elements of regional users spread in specific circles and form user fission, truly realizing a user-centered marketing approach to seize the consumer market. However, the transformation of user-centered marketing methods is inseparable from an in-depth understanding of users, products and scenarios, as well as technical support from algorithms and underlying cloud technology. Rainbow Wireless has upgraded its after-sales service digitally and intelligently by introducing model algorithms, from passive to active, and from extensive marketing to precise marketing, that is, active marketing + precise reaching of target customer groups + personalized demand satisfaction and services. By helping car companies establish user portraits, generate multi-dimensional data labels, form potential customer labels and potential customer user portraits, and select target groups to conduct refined user operations. And through historical data, before customers are lost, we can identify lost customers and intervene in advance to solve the problem of low success rate in recruiting lost customers and improve customer retention rate. 01 User operation collects the clue data and user retention data of each touch point, and integrates the actual activity data generated during the marketing activities. After integrating and cleaning the data, potential customer labels and potential customer user portraits are formed. 02 The activity operation refines the attributes and preferences of the target group, and carries out targeted online & offline activities according to their needs, improving the success rate of event invitations and the effect of event operations. In the later stage of the event, data is recycled to form analysis Reports to review and summarize activity effects. 03 Guarantee operation integrates internal and external data, combines business experience, and uses machine learning models to identify customer return needs, churn warnings, personalized recommendations, and users with purchase intention, early intervention and incubation in the entire life cycle of the patrons. Improve customer retention rate, return to factory, and increase-replacement-purchase conversion. Improving the ability to operate dealers In addition to user operations, it is equally important to improve the ability to operate dealers. Difficulty in attracting customers, low conversion rate, single service model, and difficulties in user operation have always been the biggest problems faced by dealers. Moreover, because product orders need to be assisted by offline dealers, it will lead to the separation of online and offline. Therefore, car companies need to open up online and offline user touch points, improve user experience, and optimize the efficiency of offline undertakings. To this end, Rainbow Wireless uses digital means and big data processing capabilities to manage, deliver and follow up leads, establish more touch points with customers, and improve target customer conversion rates through online and offline service experiences. , greatly reducing the difficulty and cost of acquiring customers, and better improving the overall operational capabilities of dealers. First, through intelligent analysis of dealer business, Rainbow Wireless integrates main business data, targets core operating indicators, integrates process indicators, and multi-dimensional analysis perspectives to support business analysis and operational monitoring, achieving a closed-loop management; secondly, by building End- To-End lead management relies on lead management optimization and the addition of system functions. After the leads are cleaned, verified, and rated, data statistics are conducted in two dimensions: channel classification and activity classification. According to different allocation logic, it is distributed to dealer personnel with different roles for follow-up, and the follow-up results are tracked. It combines goal management and formulation, process execution, salary assessment mechanism, and training of relevant sales personnel to improve the dealer's performance. Lead operation effects.

End-To-End Lead Management In order to facilitate dealers to record the content of communication with customers, Rainbow Wireless also uses text analysis technology to provide dealers with flexible tools to formulate business rules and quality inspection plans, and conduct calls to agents (DCC&CRM) and sales consultants The quality of on-site communication recordings is fully tested and analyzed to assist dealers in improving outbound call business results and personnel capabilities, thereby improving sales, factory returns and customer experience. From product-centered to customer-centered, from passive waiting to proactive conversion, car companies are also undergoing transformation in the field of digital marketing. As a big data service operator in the pre-installed vehicle network, Rainbow Wireless hopes to use its technological advantages to assist OEMs in building their own "marketing competitiveness", thereby increasing brand influence.