DEARBORN - The Lincoln Motor Company has made it a priority to refine the customer experience and a major component of that strategy is to incorporate technology and streamline communications. Advances in the digital world have made an impact on virtually every industry.
Lincoln isn’t just feeling the ripple effects; the brand is taking a lead in delivering premium options for owners.
“Our Lincoln customers are culturally progressive, and digital communication is an incredibly important component in reaching them,” said Jim Peters, manager, Lincoln Digital, Social and CRM. “We are developing a personalized strategy concentrated around creating new relationships with customers on their terms leveraging data, technology and analytics to deliver more informed content.”
By developing some core tenets in its digital strategy, Lincoln has a framework to make a world-class ownership and overall customer experience a reality. The first tenet, Just In Time, Not Just in Case, aims to send customers the most relevant content in “real time” based on data collected about the client.
“We don’t send messages in hope that they get it, but specifically knowing what grabs their attention,” said Peters. “It’s about taking the time to get to know the customer and sending relevant communications ranging from interesting lifestyle content down to about vehicle services and opportunities at a time that will benefit the client.”
A part of just Just In Time is an innate service which makes the ownership lifestyle as seamless as possible with each interaction with the brand being simple, unexpected and anticipated.
Lincoln also wants the experience to be “warm” and “human” for customers from the moment they walk into the dealership throughout their ownership of a vehicle.
Programs like Lincoln Concierge, a one-on-one shopping experience which offers assistance in the buying processing by including phone calls, online chats and articles, helps differentiate Lincoln by giving the brand a personal touch.
Lincoln also aims to continue the service beyond the vehicle purchase by keeping in contact with clients and providing human and digital communications.
Another part of the digital strategy is keeping the brand relevant with real-time messages through the media to increase brand perception.
“We are launching a brand publishing lab which will work like a news publication,” said Peters. “We realize how important it is to insert ourselves into the luxury conversations that people are having and leveraging cultural events to place Lincoln into the dialogue in a contextually relevant fashion. The Publishing Lab also allows us to increase monitoring what the competitors are doing and when appropriate leverage those opportunities for Lincoln as well.
“For example, during events like the Emmys when other brands like Audi have a strong media presence, we can activate our publishing lab to insert Lincoln into the social conversation at places like the Emmys posting tweets with #Emmys to keep Lincoln active in the conversation people are having about luxury brands.”
Ultimately, Lincoln’s goal is to connect the brand through relevant and personalized interactions and to use technology to increase consideration and loyalty among consumers.
“We are a challenger, luxury brand and the platforms we create and messages we seed within the digital and social landscape can put Lincoln on the map with luxury prospects and sustain conversations with customers that will eventually lead to further consideration of our brand.”