8teams leverage community insight
25%estimated decrease in distribution costs for private seller packs
carsales, Australia’ 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 The Loop community and feed insight to multiple teams within hours, carsales are able to fine-tune products and services to meet the needs of customer along different customer journeys.
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.
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.
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.
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
Customer Experience Manager, carsales