Cases “383% increase in sales of extra services”
We are selling more and more cars and we want to increase customer loyalty. Among other for the maintenance of the cars after 5 years.
This is now lower than the industry average and lower than in other countries.
A network of 50 independent dealers with their own interests and opinions.
Almost every dealer is multibranded, so Mazda was ‘just’ part of their business.
No strong centralized management possible.
No feeling of urgency amongst employees.
A program based on three pillars:
• Brand proud
• Small changes for great impact
• Every participant can choose whatever change he or she is going to make
We designed the program as a nationwide battle named Mukainada Spirit Games, named after the birthplace of the company. As we knew we were focusing on just small changes, we designed a program for the duration of nearly a year. At the start of the program we used quizzes, storytelling, research, mystery visiting and brand proud to shape the mindset of participants. After that we focused on small changes in behavior to increase customer satisfaction and loyalty. Every dealer was participant in the battle which, at the end, had one great winner.