Nissan Motor GB Ltd
Case Study
Website: http://nissan.co.uk
Background
Nissan Motor (GB) Ltd is one of the most successful vehicle manufacturers in the UK fleet market. EWA has been working in close partnership with Nissan since 1994, responding to a range of requirements from proactive outbound telemarketing, inbound enquiry and response handling, mailings, brochure fulfilment and demonstrator arrangement. All designed to deliver a seamless service to the customer.
Action
Nissan Fleet Communications (NFC) incorporates a Sales Support Team whose primary objective is to generate high quality leads from companies running a fleet in excess of ten vehicles and feeding them through to the Nissan Area Fleet Managers based throughout the UK. The team has direct access into the Nissan fleet database and is responsible for adding and cleansing data thereby creating a bank of qualified fleet customers for potential sales and long-term relationship management.
NFC is also responsible for the management of the Nissan Fleet and Nissan Mobility websites; ensuring that all information including product and dealer information is up to date and handling of all the web enquiries received from fleet and Motability customers on a daily basis.
NFC provides a wide range of marketing services for Nissan Motor (GB) Ltd including weekly and monthly e-mail communications to fleet customers and prospects, utilising EWA’s e-mail campaign broadcast tool, Communiqué. NFC also execute regular direct mailing activity to both fleet and Motability customers carrying out proactive follow up and inbound response handling.
In addition to sales support and marketing support, NFC also incorporates The Nissan Mobility Centre, providing a unique service to Nissan's mobility customers and accredited dealerships. The centre manages inbound customer and dealer enquiries and outbound loyalty programs to both prospects and customers. The Nissan Mobility Centre practices a ‘one-stop shop’ service for all enquiries and supplies quality leads to accredited dealerships for renewing customers. All our co-ordinators have the Motability Accreditation qualification and have achieved the Certificate of Insurance for the Motor Industry as required by the FSA.
Customisation
The Nissan Fleet Communication Centre at EWA is a dedicated unit and is totally product branded. All team members receive extensive training from Nissan, not only when they join the team but also on an ongoing basis. Training takes place through ride and drive days, events, meetings, Intranet and product courses. The team takes a proactive stance in updating their knowledge through new product literature and event attendance. In particular, members of the team who deal with Motability customers must have a clear understanding of their needs and an ability to deal positively with their requirements.
Result
The Nissan Motor (GB) Ltd contract has been managed by EWA for over thirteen years and continues to go from strength to strength. As a client, Nissan sets strict Service Level Agreements relating to enquiries, leads, outbound calls, literature packs and website response which the Communication Centre consistently achieves. The team is considered part of the Nissan management structure and is given input into website content, training days and prospect management. The overall story is one of success in customer relationship management, perhaps most noticeably with Motability customers who have come to treat the EWA Nissan Fleet Communication Centre as a vital source for information and support to their motoring needs.
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