mynissan COMMUNICATIONS THE COMMUNICATIONS FUNDED FROM THE LOYALTY CO-OP BUDGET

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1 mynissan COMMUNICATIONS THE COMMUNICATIONS FUNDED FROM THE LOYALTY CO-OP BUDGET 4TH EDITION, AUGUST 2016

2 CONTENTS An overview of the mynissan Program...2 mynissan Customer Journey Lifecycle...4 National Service CRM Customer Touch Points...6 mynissan Service Certainty...8 Dealer Point of Sale...9 Dealer Service Portal Autogate...11 The Vehicle Delivery Folder...12 The Welcome Pack...14 Reconnect Program Service Acquisition Program Customer Information Guide...19 Adobe Campaign

AN OVERVIEW OF THE mynissan PROGRAM Endless benefits for you and your customers The mynissan Program is managed by Nissan Australia, on behalf of the Dealer network, to ensure that all Nissan owners

3 AN OVERVIEW OF THE mynissan PROGRAM Endless benefits for you and your customers The mynissan Program is managed by Nissan Australia, on behalf of the Dealer network, to ensure that all Nissan owners are being communicated to in a consistent and timely manner. The program currently includes: The National mynissan Service Certainty Program and supporting marketing material The National Service CRM Program Dealer Point of Sale material The Vehicle Delivery Folder The Welcome Pack The Reconnect Program The Dealer Service Portal Service Acqusition Program Customer Information Guide Adobe Campaign Autogate This booklet provides a description of each of the elements within the mynissan program, as outlined above. 2 3

mynissan CUSTOMER JOURNEY LIFECYCLE Car purchase Vehicle Delivery Folder Welcome Pack How does the program work?

This frees up your time so you and your team can focus on car sales, promotions and revenue.

personalised and strategically targeted to maximise the program s effectiveness. All pieces include your Dealership details, strengthening the relationship between you and your customers.

4 mynissan CUSTOMER JOURNEY LIFECYCLE Car purchase Vehicle Delivery Folder Welcome Pack How does the program work? Sales Satisfaction Survey From Service Due Notifications and Thank You Letters to Welcome Packs, the mynissan CRM Program communicates with your customer at key stages during ownership. This not only enhances the Nissan experience, it builds relationships to help increase sales, profit and brand loyalty. Program benefits SERVICE CRM PROGRAM Service Due Letter Simple The program removes the administrative burden of organising and delivering service reminder letters to your customers. This frees up your time so you and your team can focus on car sales, promotions and revenue. New car purchase Service Invoice Wallet and Quality Control Certificate Did service Didn t service Service Overdue Letter Effective The premium-quality communication pieces are personalised and strategically targeted to maximise the program s effectiveness. All pieces include your Dealership details, strengthening the relationship between you and your customers. Reliable Reconnect Program Thank You Letter with Service Satisfaction Link Did service The program is centrally managed for participating Dealerships. Communications are sent weekly on your behalf. Ongoing The program has no end date. This means as long as your customer is actively servicing at your Dealership they will continue to receive Dealer branded communications throughout their Nissan vehicle ownership. Repurchase consideration stage 4 5

NATIONAL SERVICE CRM CUSTOMER TOUCH POINTS The National Service CRM Program is sent to customers at set service intervals on behalf of your Dealership.

Service Due Notification Letter Service Overdue Reminder Letter Service Invoice Wallet and Quality Control Certificate Service Due Window Stickers Thank You Letter Sent four weeks prior includes

5 NATIONAL SERVICE CRM CUSTOMER TOUCH POINTS The National Service CRM Program is sent to customers at set service intervals on behalf of your Dealership. The visual below depicts the customer contact journey. Service Due Notification Letter Service Overdue Reminder Letter Service Invoice Wallet and Quality Control Certificate Service Due Window Stickers Thank You Letter Sent four weeks prior includes retail offers and mynissan Service Certainty messaging and flyer (for eligible vehicles). Sent two weeks after missed service date a friendly follow-up letter that includes mynissan Service Certainty messaging (for eligible vehicles). A branded Service Invoice Wallet provided to customers post service that includes the Service Invoice, Quality Control Certificate, Dealer business card details and date of the next Service due. These are distributed to Service Managers each quarter. Window stickers with Dealer details will now be provided to Dealers quarterly. These will overprinted with the Dealership details. Sent two weeks post service includes a link to a customer satisfaction survey. 6 7

mynissan SERVICE CERTAINTY Transparent pricing and quality service Service Certainty provides peace of mind for customers in

A range of marketing material has been created for your Dealership use.

and Service Due Notification) mynissan Service Certainty is promoted at the bottom of all Retail Press Ads and within Vehicle

sends to the purchased prospect lists DEALER POINT OF SALE Engaging with your customer when they re in your Dealership Each year

In June 2016 updated counter-cards and flyers were distributed to all Dealers.

6 mynissan SERVICE CERTAINTY Transparent pricing and quality service Service Certainty provides peace of mind for customers in knowing exactly how much their Scheduled Service will cost at any Nissan Dealership for the duration of the program. A range of marketing material has been created for your Dealership use. This includes: Model specific mynissan Service Certainty pricing sheets available via nissan.com.au/ service and the Dealer intranet. These break down the service costs at different intervals mynissan Service Certainty flyer (within the Vehicle Delivery Folder and Service Due Notification) mynissan Service Certainty is promoted at the bottom of all Retail Press Ads and within Vehicle brochures Dealer mynissan Service Certainty Point of Sale posters The mynissan Service Certainty offering is included in edm sends to the purchased prospect lists DEALER POINT OF SALE Engaging with your customer when they re in your Dealership Each year a range of Service Certainty point of sale is created and distributed to Dealers, for use within the Service Department. In June 2016 updated counter-cards and flyers were distributed to all Dealers. If your Dealership requires additional pull-up banners these can be ordered free of charge via the Bluestar Fulfillment site, under the Service section. Please bear in mind the Dealer Operations Manual and ensure that customers are aware that prices vary between service intervals and are subject to change. Remember it is the applicable price at the time of service that applies. 8 9

DEALER SERVICE PORTAL Talk to your customers through a dedicated promotion platform The Dealer Service Portal launched in 2014

The Portal allows your Dealership to promote exclusive Parts and Service offers to your service customers, which will be

These offers aim to increase the chance of customers servicing their vehicle which will assist in improving your Dealership s

The Service and Parts offers can be targeted to specific customers, based on vehicle type and vehicle age, and it s up to you

If your Dealership chooses to run an offer, the cost to fulfil the offer will be covered by your Dealership.

To access the Dealer Service Portal, login to the Dealer Intranet and click Service.

AUTOGATE Sending leads to you in real time All hard leads captured via the Nissan website are sent to Dealers in real-time

7 DEALER SERVICE PORTAL Talk to your customers through a dedicated promotion platform The Dealer Service Portal launched in 2014 and offers have been updated on regular basis over the past 1.5 years. The Portal allows your Dealership to promote exclusive Parts and Service offers to your service customers, which will be communicated in the Service CRM letters. These offers aim to increase the chance of customers servicing their vehicle which will assist in improving your Dealership s overall service retention. The Service and Parts offers can be targeted to specific customers, based on vehicle type and vehicle age, and it s up to you how long the offers run for. If your Dealership chooses to run an offer, the cost to fulfil the offer will be covered by your Dealership. Nissan Australia will cover all creative development and letter mailing costs. To access the Dealer Service Portal, login to the Dealer Intranet and click Service. The link to the portal can be found under the After Sales Portal section. AUTOGATE Sending leads to you in real time All hard leads captured via the Nissan website are sent to Dealers in real-time using the Autogate system. Leads include: Test drive requests Request a quote Contact me Autogate is the same Lead Management System (LMS) used to allocate Carsales leads and was chosen due to its flexibility to manage leads from a range of sources. (Some lead sources such as your own Dealer website require a Dealer upgrade to Autogate Pro) Over the past few years Autogate has undergone some significant upgrades in features that we hope to leverage with a pilot program that is scheduled for Qtr 3. On successful conclusion of this, a broader LMS program will be rolled out to each Dealership, with more details provided shortly

THE VEHICLE DELIVERY FOLDER The Vehicle Delivery Folder Kit A

Vehicle Delivery Folder opened Educating your customer The

They should be provided to all customers at the point of

The A4 folder encompasses the mynissan ownership service flyers.

The Flyers within the Vehicle Delivery Folder include: mynissan

Warranty Customer Survey mynissan Service Certainty Flyer A full

Program 12 Extended Manufacturer Warranty Flyer A full colour

8 THE VEHICLE DELIVERY FOLDER The Vehicle Delivery Folder Kit A full colour kit containing information about Nissan Services Vehicle Delivery Folder opened Educating your customer The Vehicle Delivery Folder is supplied to all Dealers. They should be provided to all customers at the point of delivery. The A4 folder encompasses the mynissan ownership service flyers. There is also a section for the Sales Consultant s business card. The Flyers within the Vehicle Delivery Folder include: mynissan Service Certainty Roadside Assistance Extended Manufacturer Warranty Customer Survey mynissan Service Certainty Flyer A full colour flyer that outlines the mynissan Service Certainty Program 12 Extended Manufacturer Warranty Flyer A full colour flyer that discusses Extended Manufacturer Warranty in detail Roadside Assistance Flyer A full colour flyer that discusses the Roadside Assistance support 13

The Welcome Pack contains: Closed Welcome Pack Welcome Pack opened Folder that encloses the material Introduction letter signed by Nissan Australia CEO, with selling Dealer details

Return-to-Sender Improved marketing collateral disruption.

the Welcome Pack and is designed to offer long term customer benefits.

9 THE WELCOME PACK Introducing your customer to the Nissan brand The Welcome Pack is an introductory kit sent to new customers one month from purchase. The purpose of this pack is to familiarise the customer with the Nissan brand heritage and increase brand affinity. The Welcome Pack contains: Closed Welcome Pack Welcome Pack opened Folder that encloses the material Introduction letter signed by Nissan Australia CEO, with selling Dealer details printed on the bottom of the letter A brand introduction booklet Roadside Assistance card A change of details form that allows customers to update their contact details Return-to-Sender Improved marketing collateral disruption. To reduce wastage and improve the quality of Nissan customer data stored in Single Customer View, we have introduced data programs and processes such as the Return-to-Sender program. Roadside Assistance Membership Card Coming soon - new program In the coming months we will have further information to share around an exciting new program that will be a part of the Welcome Pack and is designed to offer long term customer benefits. This program captures all Return-to-Sender mail from customers receiving the Nissan Welcome Pack that has failed to be distributed due to incorrect mailing information. Where the address information can be easily corrected the updates are applied, otherwise an outbound call is conducted to confirm the customers address details for successful distribution of future Nissan communications. Welcome Letter A personalised letter introducing the customer to the Nissan brand The full colour Nissan Brochure Tells the Nissan story and showcases the innovative range Customer Profile Form Customers can update their personal details to ensure they always receive the latest offers and promotions 14 15

RECONNECT PROGRAM Catching up with your customer Personalised Letter and Envelope Discusses customer s finance/upgrade options Reconnect Program DM Pack Range Booklet Includes a

retail offers. The campaign consists of an edm and Direct Mail pack.

Nissan owners who are in the repurchase period based on years of vehicle ownership 2.

NFSA Positive Equity - Monthly send. Analysis of the Nissan Owner Database identified that people who are in the phase of moving house are 250% more likely to purchase a new car.

10 RECONNECT PROGRAM Catching up with your customer Personalised Letter and Envelope Discusses customer s finance/upgrade options Reconnect Program DM Pack Range Booklet Includes a scratch n sniff page for each model Reconnect Letter Informs customers of finance/upgrade options and promotes current month s retail offer It s imperative that we stay in contact with our customers. It not only maintains the relationship, but it can also help generate new sales opportunities by educating Nissan owners on the current range, new model launches and current retail offers. The campaign consists of an edm and Direct Mail pack. The Reconnect Program specifically targets customers that have been identified to be in the repurchase period. Recipients include: 1. Nissan owners who are in the repurchase period based on years of vehicle ownership 2. Nissan Financial Services customers when they reach the following points in their contract lifecycle: NFSA Account Expiry - Monthly send. NFSA Early Termination - Weekly send. NFSA Positive Equity - Monthly send. Analysis of the Nissan Owner Database identified that people who are in the phase of moving house are 250% more likely to purchase a new car. Based on this insight the next six months of Reconnect will include a stream of movers data - Nissan owners who are identified as being in the phase of moving - in addition to the existing Nissan owner and NFSA trigger based streams. edm Customer receives electronic version of letter During the course of FY16, the CRM team will be completing A/B testing to determine which channel and frequency of customer contact is most effective as part of this program. The campaign recipient phone lists are available on the intranet on the 25th of each month for Dealers to follow up

SERVICE ACQUISITION PROGRAM The document focuses on opportunities and suggestions to acquire new service customers or lapsed customers, and how to activate customers in lean

Topics covered by the program guides include explanations and definitions of different marketing media channels, along with how they can be utilised to target specific audiences.

Partnerships / Sponsorships CUSTOMER INFORMATION GUIDE This guide is intended for use as a Dealer toolkit, to explain the benefits of fitting Nissan Genuine Parts.

Service Certainty Pricing sheets are also included within the folder, so the pricing structure stays transparent and is easily communicated to the customer by the Dealer.

11 SERVICE ACQUISITION PROGRAM The document focuses on opportunities and suggestions to acquire new service customers or lapsed customers, and how to activate customers in lean times. Topics covered by the program guides include explanations and definitions of different marketing media channels, along with how they can be utilised to target specific audiences. The program covers the following channels: Advertising (Local Press and Out of Home) Direct Marketing (Direct Mail, Unaddressed Mail, edm) Referral Programs Local Activations Partnerships / Sponsorships CUSTOMER INFORMATION GUIDE This guide is intended for use as a Dealer toolkit, to explain the benefits of fitting Nissan Genuine Parts. The guide has information on many Nissan Genuine Parts and it highlights important facts about their use. Service Certainty Pricing sheets are also included within the folder, so the pricing structure stays transparent and is easily communicated to the customer by the Dealer. This guide is intended to give Dealers a tangible source of information that stresses the importance of keeping a customer s Nissan 100% Nissan Genuine. The guide allows Dealers to further entrench the understanding that only Nissan Genuine Parts are: Tried, tested and trusted by Nissan to perform as intended The perfect fit for any Nissan The only choice when it comes to replacing parts on a Nissan vehicle SERVICE ACQUISITION PROGRAM 18 19

ADOBE CAMPAIGN Adobe Campaign is an Automation Software Tool that will allow us to target each customer with highly personalised communications to ensure maximum cut-through.

12 ADOBE CAMPAIGN Adobe Campaign is an Automation Software Tool that will allow us to target each customer with highly personalised communications to ensure maximum cut-through. Rachel is due for a service The system triggers a service reminder message to Rachel via her preferred channel QASHQAI hero image: as we know Rachel owns a QASHQAI Adobe Campaign allows us to communicate: at the right time in the right channel States the model and vehicle rego with the right message Adobe Campaign is currently planned to launch in late FY16, with the Service CRM program being the first campaign to be executed. The Service CRM program will undergo substantial changes and will be relaunched with a new look and feel. The program will be executed via the channels below: Rachel owns a QASHQAI Link to book a Service (XTIME) Request a brochure to find out more about Service Certainty We promote roof rack and bike carrier offer as Rachel told us during the Welcome call that her hobbies included cycling Signed off by Rachel s servicing Dealership Direct Mail edm SMS Social More details on the new Service CRM program will be provided in the coming months. Service Booking Reminder (1 day out from booking) SMS Booking Service confirmation Rachel books a Service Rachel opened the but did not book a service online If Rachel still doesn t book a service the system triggers a Service overdue message to Rachel via her preferred channel Car is serviced The system triggers a service thank you message to Rachel via her preferred channel, which includes the Service Satisfaction link 1 month later Rachel didn t get her brakes fixed during her Service, so we send her a targeted brakes offer via her preferred channel 20 21

13 For any further questions relating to the programs outlined in this brochure, please contact your Business Development Manager or Service Development Manager.

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