Based on Roland Berger's SBOT digital transformation methodology, OEMs can more systematically identify problems and challenges when advancing their digitalization journey. However, top-down strategic design alone is still not enough to support the full implementation of digitalization. As mentioned above, digital transformation is not only a technological upgrade, but also a competition of "creativity and imagination" of enterprises. How to dig deeper and more comprehensive business needs? How to introduce cutting-edge technologies and achieve large-scale scene replication? The white paper proposes the following innovative practice cases to open up more digital solutions for car companies.
Ⅰ. Lean operation plan for clues: build a closed-loop management of clues
In the context of the current inefficient lead precipitation, cultivation and conversion, the core of lead lean operation is to achieve "reaching target users at the right time, with the right content, and through the right channel". This strategy runs through the entire process from lead acquisition and cultivation to conversion and tracking, breaking down data barriers between online and offline, public and private domains.
To achieve this, OEMs need to build capabilities around the following four areas:
1. Unified data standards, build a One-ID system, integrate brand full-touch data resources, open up user and vehicle master data, and establish a unified identity identification standard. Create a comprehensive 360-degree portrait of your users with first- and third-party data.
2. Intelligent intent analysis and hierarchical recognition intelligently identify users' car purchase intentions through the user's behavior data throughout the journey, combined with the interaction frequency and content preference with the brand, and manage the clues at high, medium and low levels.
3. Precise content push and intelligent cultivation are based on different user needs and scenarios, combined with the content platform to carry out personalized operation, and use the intelligent trigger mechanism to stimulate potential purchase intentions and improve conversion efficiency.
4. The lead distribution and whole-process tracking mechanism automatically sends leads to store sales staff based on the intention level, tracks user dynamics in real time and continuously optimizes the cultivation strategy, and improves the overall lead utilization rate and transaction rate.
Figure: Closed-loop lead operation
Ⅱ. Industry practice cases: build a global clue operation platform for new energy vehicle companies
In the face of the rise of the new energy market, the marketing methods of traditional car companies are inadequate. A Chinese domestic brand was facing the following dilemma: a single reach channel, an unclear conversion path, and an unquantifiable conversion effect. Roland Berger assisted it in building a lead operation platform covering the entire user life cycle, and built a complete lead operation closed loop through five key initiatives.
Action 1: Integrate C-end full-touch user data
According to the content of Roland Berger's white paper, more than 110 channel clues have been integrated around the C-end operation needs, including mainstream new media such as Douyin, Kuaishou, Xiaohongshu, Weibo, and private domain platforms such as brand apps, WeChat official accounts, and mini programs. By connecting with vertical media customer service systems and social platforms, the quality of leads is improved, and multiple types of user data such as fans, KOCs, KOLs, potential customers, and defeated customers are integrated to achieve unique identification and deduplication cleaning based on key fields such as mobile phone numbers and OpenID, and build refined user portraits.
Action 2: Establish a dynamic lead rating and sales forecasting model
According to the user's behavior at different stages of the journey, the leads are divided into high (e.g., large order, small order), medium (e.g., business opportunity, in-store) and low value levels. Through behavioral data analysis, the typical characteristics of high-converting users are identified, such as users who interact frequently within 30 days and pay attention to function and price policies, which are regarded as high-intent leads and are prioritized to be distributed to sales staff for follow-up. The rating model is dynamically updated daily to ensure that the lead status is accurate and controllable, covering all users.
Through this series of innovative practices, car companies can not only break the limitations of traditional marketing models, but also seize the opportunity in the digital wave and create a data-driven intelligent marketing closed loop. In the future, car companies will continue to explore new scenarios for deep integration of technology empowerment and business, and promote digital transformation from "pilot exploration" to "scale implementation".
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