Mazda - Customer Loyalty

Case

"Increase of 383% in sales of additional services"

Client

Mazda - Customer Loyalty

Year

2017-2019

Track

Mukainada Spirit Games
Issue

The issue

A network of fifty independent dealers, each with their own opinions and interests. Almost every dealer was multibrand, so Mazda was "only" a part of the sales. No strong central control of this problem possible. There was little sense of urgency about this problem among employees.

Challenge

The challenge

A network of fifty independent dealers, each with their own opinions and interests. Almost every dealer was multibrand, so Mazda was "only" a part of the sales. No strong central control of this problem possible. There was little sense of urgency about this problem among employees.

Solution

Our Solution

A course based on a number of pillars:

  • Pride in the brand
  • Small changes for big impact
  • Each participant chooses which change to deploy

The track was designed as a nationwide battle called Mukainada Spirit Games, based on the birthplace of the brand. We knew we were going to work with small adjustments, so we designed a long-term trajectory of almost a year. In the beginning of the journey, we used quizzes, storytelling, research, follow along and brand pride to get participants in the right mindset. Then we worked on small changes in behavior around customer experience. The entire track was a Battle, where each dealer had a chance to win a big grand prize.

Result

Measurable result

51% fewer general complaints especially about price

Increase of 383% in sales of additional services

Increase of 17 percentage points on 5-year customer loyalty

Return on Investment of 3.5 (ROI)

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