Aftersales Lead Management
INTRODUCTION
Maserati is constantly working to improve customer experience, aiming for a seamless and satisfactory practice. One of the most important occurrences is to provide prompt and comprehensive feedback when dealing with customer requests, not only to guarantee customers’ satisfaction but also to avoid the risk of missing valuable business opportunities.
The Aftersales Lead management has therefore been designed to:
- Improve the Maserati Customer Experience by using dedicated integrated tools
- Increase workshop traffic and business opportunities for Dealers
- Increase brand loyalty and customer satisfaction
Salesforce is the tool chosen for the complete management and conversion of Aftersales Leads and allow the Maserati Network Dealers to:
- Intercept the Leads generated spontaneously by Customers through available channels (CUSTOMER-DRIVEN Leads)
- Receive Leads generated centrally by Maserati based on current campaign targeting
AS CRM Lead Generation Overview:
HOW TO ACCESS TO ASLM
The dedicated tool of ASLM process is Salesforce.
It is possible to access Salesforce from MODIS CS+ using your credentials and select the CRM SALESFORCE section to access the Salesforce main page. On the Salesforce home page by selecting “Aftersales Leads” tab all the leads assigned to the dealers will be displayed for management and closure (Please refer to the Aftersales Lead Management Manual).
ASLM - PROCESS OVERVIEW
The Lead management process consists of several successive steps:
Please refer to the Aftersales Lead Management Manual.
SLA – SERVICE LEVEL AGREEMENT
One of the key elements of Lead management is certainly the time factor. Timely contact demonstrates the attention Maserati pays to its Customers and maximizes the Customer experience and loyalty.
The following SLAs have been implemented from 2022 to guarantee a level of Customer service in line with Maserati standards and to monitor performance in the management of the Aftersales Lead.
1) Time of first contact
This measures the Dealer’s promptness to pick up Lead management and indicates the time elapsed between when a Lead is assigned to the Dealer and the first attempt to contact the Customer.
TARGET: 70% <= 1g (SLA: 70% of assigned Leads must be contacted within 24 calendar hours of assignment)
KPI measurement: Date/time of first contact attempt - Date/time of Lead assignment
2) Qualification/Management time
This measures the Lead management time and expresses the time elapsed between when the Lead is assigned to the Dealer and when the Lead is closed (which occurs when a final Status is assigned).
TARGET: 70% <= 10g (SLA: 70% of assigned Leads must be concluded within 10 calendar days of assignment)
KPI measurement: Date/time of Lead closure - Date/time of Lead assignment
3) Fully managed Leads
This measures the number of fully managed Leads (in final Status) in relation to the total number of Leads managed during the previous 60 days.
TARGET: 90% (90% of the Leads managed in the previous 60 days must be in final Status and therefore fully managed).
KPI MEASUREMENT: number of Leads in a FINAL Status / number of Leads managed.
HOW TO MONITOR YOUR PERFORMANCE:
The QlickSense dashboard is a new tool that allows a constant and punctual monitoring of the performance related to the AS Lead Management.
The dashboard is accessible through Modis CS+ in CRM/Dashboard menu and it is composed by different sections that assure a complete and exhaustive overview on Kpi, trends, lead management, funnels and details with the possibility to customize and filter the view according to time frames, perimeters, and specific areas.
The aim of the Qlick Sense dashboard is to help to be more proactive and reactive towards the customer, thanks to our data and knowledge (Please find the Aftersales Lead Management Manual).