MY VOLVO CUSTOMER COMMUNICATION GUIDELINES · My Volvo ”Service booking section”! ... Sending a competition response or answer to the organizer with a link to a ... My Volvo customer

MY VOLVO

CUSTOMER

COMMUNICATION

GUIDELINES

Example of using multichannel campaign!with DCT to sign-up in My Volvo ! !17 !!

Follow-up ! ! ! !18!

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On-site features ! ! ! !19-22!

The Calender ! ! ! !20!

Videos ! ! ! ! !21!

Big Promos ! ! ! !22!

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On-site competitions ! ! !23-26!

On-site competitions - Introduction ! !24!

On-site competitions - Volvo Ocean Race !samples! ! ! ! !25-26!

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Content

2!

Introduction ! ! ! !3-5 !!

Introduction - Purpose ! ! !4!

Introduction - Responsibilities and aims !5!

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My Volvo communication ! !6-18!

My Volvo communication tool - introduction !7!

Segmentation possibilities ! ! !8!

Examples of segmented & triggered !communication ! ! ! !9!Example of automated repetitive !communication using multichannel ! !10-11!Example using multichannel campaign with!several treatment in My Volvo ! !12!

DCT-forms ! ! ! !13!

The standard DCT-forms ! ! !14!

Examples using standard DCT:s ! !15-16!

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Driving traffic ! ! ! !27-30!

E-newsletter & e-DM campaigns ! !28 !!

Social media ! ! ! !30!

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Help and Support ! ! !31!

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My Volvo customer communication guidelines!

Introduction

My Volvo customer communication guidelines! 3!

Introduction – PURPOSE

The purpose of this document is to show the different ways My Volvo can be used to communicate with Volvo owners.!

This document is not a guideline to editing. It is simply designed to provide information on how NSC and Volvo Cars Central work with customer communication on the site.!


Introduction – responsibilities and aims

AIMS!The communication in My Volvo aims to build pride and drive traffic to sales & services through content that includes:!

•  Helpful tips & Information!

•  Exclusive access to the world of Volvo!

•  Personal offers!

•  Inspiration!


RESPONSIBILITIES!!My Volvo Central Communication!The centrally provided content is meant to be engaging and inspirational related to our brand, products and services.!!!My Volvo Local Communication!Each NSC is responsible for adding the local relevance to their local My Volvo site. This should be done by producing offers and local events as well as working with relevant press releases from Volvo’s global and local newsroom (Excl. sales reports and corporate news).!!


My Volvo communication

My Volvo communication tool - Introduction

One of the main benefits of My Volvo is that it makes it possible for our communication to be both personal and relevant at the right time. This allows us to really engage with our customers and build a strong customer relationship. By utilizing segmentation to the fullest, we can provide the most relevant information and offers to the Volvo owner at the right time. Connecting the CRM channels in our communication, means we can create an eco-system and a seamless user journey, which starts with creating awareness and ends with a true call-to-action by responding to dealer offers or similar via DCT’s.!!My Volvo communication possibilities overview: !

•  Segment & trigger communication !•  Generate automated repetitive communication !•  Multichannel communication (My Volvo, e-DM, DM, SMS)!•  DCT forms (call-to-action)!


Segmentation Possibilities

All information available via Siebel can be segmented and/or trigger communication.!!The following examples are of information available via Siebel which can be used to segment and/or trigger communication. Please note that markets will have access to different types of information.!Vehicle/Vehicle Options!•  Model and/or Model year!•  Sensus Connect car Yes/No!•  Volvo on Call modem Yes/No!•  Hybrid Yes/No!•  Option Codes!•  Vehicle Specifications!•  Engine Code!•  Body Code!

Dealer!•  Preferred dealer!

Soft Products!•  Warranty!•  Selekt!•  Volvo On Call!!Service History!•  Service dates!•  Mileage!•  Service type!


Sales History!•  Sales type!•  Private/Business!•  New/Used!•  Salesman!!Opportunity!•  Brochure Request !•  Test Drive Request!!Campaign History!•  History regarding what campaigns the Volvo owner

has been in contact with and what channels he/she has been approached in.!

Examples of Segmented & triggered communication

Vehicle options / Option Code!!Activity aimed at cars with electronic seat memory.!

Soft products!!Automated repetitive activity (LCP)!

Dealer!!Segmented to those who have chosen this preferred dealer.!

Soft products!!Presenting the Service 2.0 concept for owners of Selekt cars.!

Service history!!A nice little greeting for customers who passed the 50.000km mileage mark for their car.!


Volvo on Call! Sensus Connect!!A Helpful info activity for Sensus cars about the functionality on a certain app in their car.!

V60 plugin-hybrid!!Accessory product offer.!!

By utilizing the segmentation and possible communication triggers to the fullest, we can provide the most relevant information and offers to the Volvo owner!at the right time.

Example of automated repetitive communication using multichannel

Automated repetitive communication allows us to communicate consistently relevant information to every customer at the most effective time. By using several CRM channels/ customer touch points we can ensure that our customer communication is consistent and on the customer’s terms. !Example: Welcome - LCP!Same campaign in two channels. Campaign is triggered simultaneously using the same campaign code, but is slightly modified to fit each channel. They are not driving traffic to each other.!

E-mail! Timeline! Target page!


Example of automated repetitive communication using multichannel

By connecting the CRM channels in our communication we create an eco-system and a seamless user journey, which starts with creating awareness and ends with a true call-to-action.!!Example: Service Reminder - LCP!Same LCP campaign in two channels. Campaign is triggered simultaneously using the same campaign code – driving traffic from email to My Volvo. Bypasses target page in My Volvo and goes directly to booking section.!

E-mail! My Volvo ”Service booking section”!Timeline!


By connection the CRM channels in our communication we create an eco-system and a seamless user journey, which starts with creating awareness and ends with a true personal offer with a call-to-action by responding via DCT.!!Example: Ad-hoc offer campaign!Same campaign in two channels. General offer in Email, driving traffic to either a segmented offer in My Volvo or to a general page accessible to non-My Volvo owners.!

See your own personalised complete wheel offer!

See all Volvo’s Complete wheels…!

E-mail!Wheel Campaign!

”Special offers on a selection of Volvo wheels for all models”!

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Offer Gallery Page in My Volvo!Segmented offers!

Wheel configurator on volvocars.com!


Example USING MULTICHANNEL CAMPAIGN WITH SEVERAL TREATMENT IN MY VOLVO

DCT-forms

A few of the benefits of a DCT form include:!•  They are a natural call-to-action for the end user!•  We have the possibilities to do follow-ups!•  It is measurable!

In My Volvo a total of 6 standard DCT forms are set up. The standard DCT form is a re-usable DCT form aimed to cover the most common call-to-actions. It is also possible to create new local DCT forms for other specific needs.!!All customer data is submitted in the background—which means the customer details are already filled in. Content of the forms is kept to a minimum in order to fit into the context of the call-to-action page in My Volvo. !!Standard DCTs have a response to (through LMS/Kompass) Selling and Servicing dealers, DCT-list and/or email address.!!


The Standard DCT-forms

The Standard DCT forms are:!!MV – Accessory request!Requesting an accessory from a selling or servicing dealer. The dealer will then contact the customer to close the deal.!

!MV – Test drive request!Sending a test drive request to a selling dealer. The dealer will then contact the customer to set up an appointment. Standard confirmation e-mail back to customer.!

!MV – Brochure request!Sending a brochure request to selling dealer if applicable on market. Standard confirmation email back to customer.!


!MV – Request to 3rd party!Sending a request to a separate DCT list or an email. This 3rd party then needs to contact the customer to close the deal or whatever the reason for the 3rd party DCT is.!!!MV – Sign up to event competition with specific terms and conditions!Sending a competition response or answer to the organizer with a link to a terms and conditions page locally adapted for each market and a check box requiring the customer to agree to the local terms and conditions before submitting.!!MV – Sign up to event competition without specific terms and conditions!The same as above except no terms and conditions link or checkbox is visible or required to submit a competition response or answer.!

Segmentation: Ownership History!DCT: MV - Test Drive request!!Aimed at customers who have owned their car for more than two years.!

Examples using Standard DCT:s

DCT !DCT!

Segmentation: Dealer!DCT: MV – Sign up to Event Competition without specific terms and conditions!!Segmented to customers who chose this dealer as their preferred dealer. !


Examples using Standard DCT:s

DCT!

RESTAURANT!

DCT: MV – Request to 3rd party (excluded from Siebel)!!Email to 3rd party!

VOLVO OWNER!

DCT: MV – Accessory request!

DCT !


Example of using multichannel campaign with DCT to sign-up in My Volvo

By connecting the CRM channels in our communication we create an eco-system and a seamless user journey, which starts with creating awareness and ends with a true call-to-action by responding to dealer offers or similar via DCT’s.!!Example: Loyalty competition campaign designed to capture customers who have not yet entered !Two channel campaign to drive traffic from email to My Volvo with a DCT as a call to action in My Volvo, with or without terms and conditions!

T & C!

E-mail!Segmentation: Campaign response !

Info Gallery page in My Volvo!DCT: MV – Sign up to Event

Competition with specific terms and conditions!

!My Volvo customer communication guidelines! 17!

•  In My Volvo Google Analytics it will be possible to

follow up number of clicks to read about an Activity

and send a request.!

•  Follow up of campaigns in Siebel as of today, but

with My Volvo as an additional channel.!

Follow-up

18!My Volvo customer communication guidelines!

On-Site features


The Calendar

The purpose of the calendar is to show the customers upcoming Volvo related events. It also helps the landing page resemble a user dashboard. !

The calendar is located in the upper right corner of the landing page and presents events in chronological order.!

Only activities that have a specific event date (New car launches, dealer events, etc.) or a period of time (e.g. a recommendation to change tyres) should be published in the calendar. This, to make sure we do not create yet another timeline – only vertical. If the calendar is stuffed with items not suitable for the calendar, items more suited for the calendar may become somewhat invisible and hard to spot given the space limitation. !

Very few central activities will have an event in the calendar.!


Examples of calendar events •  Open doors at your dealer or other dealer events •  Last day before Winter tyres are mandatory or

similar important dates you as a car/Volvo driver need to be aware of

•  New car releases from Volvo •  Local events where Volvo is the main partner, for

example local Volvo Ocean Race stops or local golf tournaments, etc.

Videos

The purpose of having videos on the site is to add an extra dimension to the written story. !

When should a video be subtitled?!

If the video contains spoken information that adds additional value, or if the speech is essential to understanding the video’ content, then it should be translated to local language subtitles.!


Big Promos

On the landing page after logging in to My Volvo there is a promotion area where you will find Big promos. !

On the timeline, all activities will eventually disappear among other activities. Big Promos, however, keep those special activities alive a little longer for users who don’t log in that often.!

Big Promos are provided in each communication package.!

Big Promo!


The My Volvo landing page!!

On-site competitions


ON-site competitions - Introduction

Part of the communications strategy for My Volvo is to give customers the opportunity to take part in exclusive contests, activities and events that are relevant to the Volvo owner.!

A contest may be communicated in several different channels (see samples on next page) but in order to take part in such a contest you need to sign up for My Volvo. We recommend that competitions are allowed to live for at least a month in order to get as many competitors as possible.!

One of the main purposes of arranging competitions on My Volvo is to generate awareness and a buzz around the site outside of My Volvo itself. Hopefully, this will result in more new and old Volvo owners joining the site. The more users My Volvo has, the more important it becomes as a communication channel for Volvo owners.!

A competition can be created in a number of different ways. Volvo Cars will provide material for centrally arranged competitions, but each NSC will have to make all practical arrangements regarding prizes, etc.!!


People really enjoyed as it was not too difficult but not too easy either – and they learned a lot about Volvo.

Our winners are looking forward to going to Volvo Ocean Race and especially to see the all-‐new XC90.

We can definitely do something like this again.

”!

”!

Feedback from South Africa, that ran the Volvo Ocean Race Contest in the fall of 2014:!

On-site Competitions - Volvo Ocean Race samples


Experience the Volvo Ocean Race! On #MyVolvo, you have the chance to compete for VIP Gckets. hIp://bit.ly/1qcMoly

”!”!

You're in the race for VIP Gckets to one of the harbour stopovers of the Volvo Ocean Race, right? There is sGll Gme leQ to enter the contest "Find the island" on My Volvo. Log in and join the adventure too! / LINK TO MY VOLVO IN HERE /

”!

”!SMS!

Hello ##Name##. Win VIP Gckets to the ##City name## stopover of the Volvo Ocean Race. Join My Volvo or sign in and find the island.hIp://bit.ly/1qcMoly /UNSUBSCRIBE/

”!

”!

Big Promo!

Swiper/Multibanner!

On-site competitions - Volvo Ocean Race samples


”!

”!

On #MyVolvo, you can compete for VIP Gckets in our “Find the island” compeGGon. Visit My Volvo to find out more.

”!

”!

Last chance #MyVolvo you can compete for VIP Gckets in our “Find the island” compeGGon. Visit My Volvo to find out more.

You can s4ll win VIP-‐4ckets to the Volvo Ocean Race! If you think you’ve missed out on the opportunity to compete for VIP-‐Gckets to one of the legs of the most presGgious and extreme sailing race of the world, you haven’t. All My Volvo account owners are given the opportunity to discover the Volvo Ocean Race up close. Our compeGGon ”Find the Island” is sGll open for you to take part. All you need to do is to log in and coordinate your trip with the clues given. Good Luck!

Find out more

”!

”!

Newsletter!

Driving Traffic


E-NEWSLETTER & E-DM CAMPAIGNS

E-newsletters are a simple and effective way of creating interest,

driving traffic and keeping our customers engaged. !

e-DM campaigns are a great way to create an eco-system and a

seamless user journey, which starts by creating awareness and ends

with a true call-to-action by responding to dealers via DCT’s.!


It all started with a brick wall, a steep hill and a big push. Since 2000, The Volvo Cars Safety Centre has destroyed more than 3000 Volvos in the name of road safety. That’s a whole lot of twisted metal. But it’s this dedicaGon to the cause that makes the Volvo Cars Safety Centre a global leader in road safety research and the envy of many a car manufacturer. On My Volvo, we take a closer look at the meGculous preparaGon, innovaGve tesGng methods and state-‐of-‐the art equipment that helps us to help you stay one step ahead of any potenGal dangers on the road. It’s a long way from where it all began with a brick wall, a steep hill and a big push. You can find this and more – including unique offers for you and your car – on your my Volvo website. Sign up here.

”

”!

SMS

Some markets prefer SMS communication with their customers instead of emailing.!

SMS only similarity with Twitter is that it’s limited to a very short message. However, in SMS, we know who the recipient is and can greet them personally.!

SMS is also a good tool to use when communicating an offer with an expiration date, e.g. a wheel offer. It is possible to create a deep link directly to the offer in My Volvo with a Call-to-Action (DCT-form).!


Hello ##Name##. Crashing waves, inedible food and no sleep. Fancy celebraGng Christmas Volvo Ocean Race style on My Volvo? /LINK TO VOLVOCARS.XX/MYVOLVO/ Hello ##Name##. ##Your dealer## has a great offer on Larenta winter wheels for your ##Volvo model## /LINK TO VOLVOCARS.XX/MYVOLVO/

”

”!

Social Media

Whilst social media is not your primary channel for promoting My Volvo, if used

correctly, it can be a valuable way to generate interest and traffic. Social media can be

used to introduce My Volvo and create a demand for current owners to sign-up. There

is also an opportunity to drive sign-up by using social media to surface (tease) the

engaging and exclusive content a My Volvo user has access to. For those who are

already owners and have a My Volvo account, the social promotion can function as a

prompt to log in and see what has happened since they last visited the site.!

In using Volvo Cars owned social channels to promote My Volvo, remember to stay in

line with Volvo Cars Social Media Strategy and Guidelines and work with your local

Social Media responsible. Refer to the Social Media Playbook when crafting your

activation plan, assets and copy and remember to:

- Ensure your posts provide value to the audience you’ve chosen (perhaps through

targeting)

- Always be clear, concise and relevant with copy and any call-to-action.!


Kristina Åkerblom!(Production Manager)!

[email protected]!

T: +46 735 20 19 29!

Magnus Segergren!(Support)!

[email protected]!

T: +46 707 35 79 99!

Anders Hjalmarsson!(Support)!

[email protected]!

T: +46 735 20 19 32!

Will help out with general questions about activity content and assets.!

Will help out with all questions regarding activity set up in SharePoint.!

Will help out with all questions regarding activity set up in SharePoint.!

HELP AND SUPPORT

MY VOLVO CUSTOMER COMMUNICATION GUIDELINES · My Volvo ”Service booking section”! ... Sending a competition response or answer to the organizer with a link to a ... My Volvo customer

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