Hyundai and Fuse Marketing Group have teamed up to create a new customer relationship management (CRM) strategy for the Markham-based car company.
This strategy, based on customer life cycles, is strikingly different from past Hyundai CRM initiatives. By collecting demographic-specific data and staying connected with customers, Hyundai aims to improve communication and even anticipate the customer’s next purchase based on what stage of life they’re approaching.
“Hyundai has been doing CRM for a long time, but it’s taking it to the next level,” said Stephen Brown, president of Fuse. Hyundai and Fuse have been working together since January 2014 to create a detailed CRM strategy that engages a variety of customers who are all at different points in their lives. Hyundai directs separate information to each demographic. In the past Hyundai has not relied on the data this much or created specialized communication for its various consumer segments.
“It’s making sure that our communication with customers is not a one-size-fits-all approach,” said Brown.
For example, a current customer might be a 21-year-old college student. They have a compact car that is easy on gas. It fits a couple friends for a weekend road trip, but can also schlep the contents of a dorm room from one side of the province to the other (with the help of some roof racks of course).
Hyundai has kept in touch with the student through email. They let the student know what sort of sedans or small SUVs are available for the future. So when it comes time for the student to start a fancy new job or get married, they know just where to purchase their new car. And Hyundai knows exactly what they need for their next phase of life.
Brown described the process as “managing a customer through a brand journey.” As the years go on, the segmented information directed at the customer changes. “This strategy is about making sure they come back. It’s about making smart, calculated decisions based on the customer detail,” Brown said.
But Hyundai also wants to reach out to new customers. If someone is interested in Hyundai, they sign up for newsletters on the main site or at an auto show. They answer some basic questions about age, where they reside, what they currently drive, and from there Hyundai tailors communication to that person’s specific stage of life.
