Challenge
Ally Financial Inc. is a leading automotive financial services company supported by a top direct banking franchise. Ally's automotive services business offers a full suite of financing products and services, from new and used vehicle inventory lists to consumer financing, leasing, inventory insurance, commercial loans and vehicle remarketing services. Ally wanted to create a rich online digital customer experience for its lease and retail customers that would increase satisfaction and repeat business. Specifically, they wanted to automate marketing processes in a way that would enable Ally to follow the vehicle and owner through the whole life cycle of ownership.
Solution
Business Objectives 1 Provide self-service welcome & lease-end information 2 Automate marketing processes & reduce servicing costs 3 Increase customer acquisition, retention/loyalty, & satisfaction ChannelNet implemented self-service accounts based on personal URLs (PURLs). This approach enabled customers to easily check their loan or lease end information, such as mileage requirements, and purchase real-time extra mileage. The personal websites created awareness, offered up-sell and cross-sell opportunities, and provided timely information throughout the full customer journey, from welcome and on-boarding all the way through lease-end education and retail retention. Ally has expanded the program beyond Auto to include additional lines of business, with plans to add more. The solution also includes a targeted email tool that allows Ally to automate a cadence of lifecycle marketing communications based on business rules.
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