Driving loyalty through the moments that matter
Mapping one of Australia’s leading Automotive brands with end-to-end CX to create loyalty through onboarding, ownership and repurchase
The challenge
We worked with one of Australia, and the world’s global automotive brands who wanted to strengthen their customer loyalty by improving key moments across the customer journey. Disjointed communications—ranging from overlapping messages during onboarding to limited engagement during ownership—left customers disconnected and less likely to repurchase.
Additionally, siloed data made it difficult to predict customer behaviour and understand the signals leading to repurchase.
The opportunity was clear: streamline the customer experience to enhance satisfaction, engagement, and loyalty over time.
The solution
Driving wonder: Improving the key moments that matter
To address these challenges, we mapped the end-to-end customer experience and prioritised three critical moments to activate: onboarding, ownership, and repurchase.
Moment one: Keeping that new car feeling alive
We extended onboarding beyond the first week to the first three months, a crucial period to retain new customers.
Creating unified communications across teams to deliver a seamless experience, integrating purchase, finance, insurance, and post-purchase touchpoints.
Designed personalised educational content through email, SMS, and their loyalty app, helping customers learn about their car’s features and maintain the “new car feeling.”
Moment two: Driving engagement during ownership
To keep customers engaged throughout ownership, we focused on personalisation and value with an opportunity identified to increase loyalty App usage to deliver value for the customer over time.
Refreshed a monthly newsletter with smarter creative and a more engaging and personalised content strategy, increasing clickthrough rates by 7%.
Created exclusive monthly offers tailored to customer interests—such as fuel discounts, family movie deals, and sports tickets—delivered via the app.
Moment three: Predicting and supporting repurchase
We developed predictive models to understand customer behaviour and identify signals for repurchase.
Analysed data to pinpoint the typical 5-7 year repurchase window, factoring in key triggers like end-of-finance terms.
Designed loyalty-focused strategies and personalised communications to re-engage customers during critical decision-making periods.
The result
The transformation delivered measurable improvements across the customer experience:
10% increase in engagement with the onboarding program.
22% uplift in app users.
5% improvement in Customer Satisfaction Scores (CSAT).
Increased uptake of loyalty offers through personalised communications.
Predictive data models successfully implemented into BAU to identify and retain high-value customers.
Get in touch to learn more about this case study, and how we can help your automotive brand, or any brand’s need to drive loyalty.
