The automotive industry has long faced challenges in lead management, especially in seamlessly integrating human interactions with digital tools and ensuring transparent follow-up throughout the sales journey to the point of conversion. Balancing customer preferences for personalized communication with the need for scalable and cost-effective processes can be a challenge for OEMs. Additionally, fluctuating workloads make it difficult to rely solely on full-time employees (FTEs), as human interactions require flexibility that can be difficult to achieve with a traditional workforce.
While most OEMs run marketing campaigns across various digital platforms such as Meta, Instagram, and LinkedIn, they often struggle to effectively capture and engage leads. They require the correct coding in place to capture lead data and turn this initial interest into successful conversions via personalized interactions. However, some customers still value human contact, especially when making significant decisions like purchasing a vehicle.
One American EV disruptor urgently needed a solution that would allow customers to choose their preferred communication methods, while also enabling them to maintain high levels of personalization and efficiency. This solution would ensure continuous follow-up throughout the sales journey, from lead to conversion.
Merging AI, automation, and human interaction
MSX developed an innovative, digital lead management solution that merges cutting-edge AI, automation, and human interaction to create a flexible, scalable process. This approach was designed to cater to different customer preferences while ensuring cost efficiency for OEMs.
The key to this solution is a modular approach to lead management that could adapt to varying levels of human involvement. Using advanced data gathering techniques from a variety of channels (including dealer systems, customer relationships management platforms, and social media channels), MSX compiled leads from diverse sources like Meta, Instagram, and web advertisements. Once customer data was captured, the system applied sophisticated clustering algorithms, utilizing 12 criteria to categorize leads into five distinct clusters based on purchase intent. This granular approach allowed for highly targeted communication tailored to the needs of each customer.
“By implementing a digital-first approach with minimal human interaction, the company saw a dramatic increase in lead conversion rates, boosting discovery-to-conversion rates from 50% to 90%.”
Personalizing the customer journey
Customers were then presented with personalized landing pages (PLPs) that contained detailed vehicle information, offers, and options for further engagement. Depending on their cluster, customers could choose to continue their journey digitally via WhatsApp, connect with a salesperson, or schedule a test drive. The entire process, from lead generation to the final stages of conversion, was streamlined and digital, with human involvement only occurring when necessary—such as during a test drive.
In less than two months, MSX successfully developed a customized digital solution that aligned with the specific brand DNA and met the unique expectations of its customers, an impressive achievement given the complexity of the integration across multiple platforms. The modular design is fully customizable, allowing OEMs to adjust the level of human interaction as needed, depending on customer preferences or campaign demands. Whether the OEM is running a new vehicle launch, a seasonal campaign, or targeting a specific geographic region, the system’s scalability ensures that resources can be adjusted quickly and efficiently.
This approach allows the OEM, or lead management hub, to select only the elements they need, such as digital lead capture, personalized communication via PLPs, or direct sales team integration, making this solution flexible, and adaptable to the unique needs of the client.
Delivering unmatched efficiency and engagement
MSX’s digital lead management solution offered a host of benefits that addressed the OEM’s challenges and exceeded expectations:
By reducing reliance on full-time employees (FTEs), the solution lowered labor costs and optimized resource usage. The ability to scale human interaction up or down based on demand provided significant operational savings.
The system is highly adaptable to different market conditions, campaigns, and geographic expansions. The OEM quickly adjusted their approach based on shifting customer needs or varying lead volumes.
With advanced AI and data clustering, MSX was able to deliver highly personalized customer experiences. The use of customer intelligence platforms (CIP) and customer data platforms (CDP) allowed for better targeting, improving the relevance of messages sent to leads.
By delivering tailored communications and allowing customers to choose how they interact with the brand, MSX’s solution increased lead conversion rates. The personalized landing pages, targeted offers, and seamless transition to human sales agents or digital tools significantly improved customer engagement.
The system allows two-way communication via data API migration, meaning there’s no need for a complex CRM integration or DMS interface. An MSX layer over the existing CRM provides more robust functionality and flexibility, while significantly enhancing convenience for both customers and the network.
By integrating AI, automation, and personalized customer experiences, MSX provided a solution that not only boosted operational efficiency but also significantly enhanced customer engagement and conversion rates. The OEM now benefits from a scalable, flexible solution that can be tailored to meet the demands of a rapidly evolving market, keeping them ahead of the competition while delivering exceptional customer experiences. Additionally, the entire sales journey is meticulously documented, offering the OEM transparent and detailed reporting at every stage.
Fast facts
Customer: An American EV disruptor
Business Challenge: Struggling with inefficiencies and conversion rates in lead management, particularly when it comes to integrating human interactions with digital tools, our client identified a pressing need for a solution that would allow customers to choose how they communicate, while also enabling them to maintain a high level of personalization and efficiency.
Geographical coverage: Europe
Solutions implemented: A digital solution that merges cutting-edge AI, automation, and human interaction to create a flexible, scalable, and modular approach to lead management, catering to different customer preferences while ensuring cost efficiency for OEMs.