When Purple Agency was approached by Protyre, they had a vision, but no means to realise it. Protyre was the UK’s second largest tyre distributor and with ambitions to be number one, they had identified that the motor industry and fast fit operators in particular, had not realised the true potential of a customer-centric business, driven by data insight.
In an industry that is not renowned for using customer data effectively, with long sales cycles and a poor reputation for customer experience, Protyre are setting a new standard. Their Head of Marketing, Morgan Jamison, aims to build a truly customer centric, data driven business. This vision is driven by a focus on data, using it to improve ROI, business performance and to propel the business forwards.
They wanted insight about every customer and vehicle that visited their branches and needed innovative ways of using the data to maximise customer value and return on investment, but also to deliver a customer experience that wins loyalty.
One of the biggest challenges they faced was timing communications. When people only visit a garage once or twice a year, how do you stay “front of mind” without “carpet bombing” and incurring a lot of cost with little attributable return?
None of this would have been possible without Apteco FastStats®. The results have been spectacular, with Protyre already enjoying customer satisfaction ratings of 84 per cent, higher than Apple, Amazon or Starbucks! FastStats® sits at the heart of this stunning success.
The Apteco solution
In 12 months, Purple and Protyre have built a single customer view database, bringing together data on over 1.5M vehicles and 800,000 customers, deployed Apteco FastStats® and Cascade, and set about creating a customer centric, data focussed business to deliver a market leading customer experience.
Using FastStats®, Protyre has been able to build algorithms that describe the wear patterns of tyres, brakes and clutches of cars and vans driven by their customers. Creating Virtual Variables based on these models and the new Date Dimension cube functions, predictions can be made as to when these items are likely to next need inspection or replacement. This highly predictive communication strategy has delivered some spectacular results with ROI of over 1000%, again analysed using FastStats®.
We have also scheduled automated time and date driven event triggers for events such as MOTs and services. Not only does this mean reminders are highly time specific, but they also enable ProTyre to promote offers on the products customers need exactly when they need them taking away the guesswork.