carsales

How carsales uses contextualization and segmentation to fine-tune the seller experience

8 teams leverage community insight

Agile insights to support customer-centric decision making in real-time

25% estimated decrease in distribution costs for private seller packs

overview

carsales, Australia’s largest online automotive classifieds site, shifted its business model to support customer-centric, insight-driven innovation. With the ability to reach out to specific segments within their insight community, The Loop, and feed insight to multiple teams within hours, carsales are able to fine-tune products and services to meet the needs of customers along different customer journeys.

Fast Facts

Industry:

Automotive

Technology

Role:

Marketers

Customer Experience

Sales

Use case:

Customer experience

Business Outcome:

Improve customer satisfaction

De-risk decisions

Business Challenge

With increasing competition within the market, carsales needed a way to understand how, why and when its customers buy. New non-automotive market disruptors, like Amazon and Facebook, have shifted the market landscape by competing directly on customer experience and loyalty. In order to remain the number one classifieds site for buying and selling cars, carsales needed a way to deliver a best-in-class, competitive service by understanding the attitudes, emotions and intent of customers.

Solution

Partnering with Vision Critical, carsales launched an online community, The Loop, to enable a two-way, ongoing conversation with its customers. Using profile variables, carsales segmented their community by demographics, behaviour and purchase intent to ask the right questions to the right customers at the right time.

The Loop Community enabled carsales to target consumers that have been involved in the selling process to co-create an info pack that was better tailored to their needs at the right time within the customer’s journey. The result? Estimated reduction in distribution overheads by 25 percent and increased customer satisfaction, allowing carsales to compete with market demands of superior customer experiences.  

8 teams leverage community insight

Agile insights to support customer-centric decision making in real-time

25% estimated decrease in distribution costs for private seller packs

Having a readily engaged group of members (even those detractors!) to test marketing messages, product development and even to gain additional insight from has been invaluable - and is helping us shape an exceptional end-to-end customer experience. 

-Vladka Kazda, Chief Customer Officer, carsales

We love the direct line we now have to our customers and the opportunity this provides to really deep dive into the customer experience.

-Deb Heaphy, Customer Experience Manager, carsales

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