Customer experience is vital to global car maker Citroen, as is enhancing its accessories sell through at dealer level. Their challenge was to do this profitably and without taking up valuable local level staff resource.

Tangent One’s solution was simple. Before delivery of their car, each new Citroen owner receives an email inviting them to a personalised website all about their new car. On it they can add accessories, choose to upgrade equipment and even select which presets they would like their radio tuned to when they get in for the first time.

If we don’t have an email address (or if the email bounces) a piece of personalised DM is triggered, inviting them their personal site, all processed automatically and without human intervention.

Finally, when customers choose to buy accessories, they receive a courtesy call from dealer sales staff confirming their choices and offering a gentle up-sell. This massively increases the effectiveness of outbound calls, creating greater sales with less staff resource.