How did a new luxury EV brand use CX to accelerate from zero to €14 million in managed sales in less than a year?
The goal
To develop and deliver an approach to end-to-end CX to support the launch of a new luxury EV brand in the Iberian market and devise an end-to-end CX delivery — from discovery to sales and post-purchase support — aligned with local customer expectations and the client’s benchmarked CX performance in existing territories.
The outcome
22,000
customer interactions
86%
CSAT
95%
service level
€14M
million in managed sales
The challenge
Our client isn’t only a new brand in a new market segment, but it also wants to sell its luxury electric vehicles in a new way, directly to customers rather than through traditional dealership networks. It recognizes the need to adapt its approach to marketing and selling its vehicles in each new market but it wants to ensure that no matter where in the world its vehicles are sold, the metrics to CX remain exceptionally high.
How do you create a buzz, drive sales and provide support for a new product in a new category in a new market? Unlike the market for traditional luxury cars, which is well established, the market for luxury electric vehicles is still being defined — who are luxury EV owners and what are their expectations? What’s more, an approach that works in one territory cannot be applied to another. Each country needs a tailored approach to CX.
The solution
Support delivered from our Lisbon multilingual hub into the Spanish and Portuguese markets
Industry
Manufacturing
Channels
Voice, chat, email, social media
Languages
English, Spanish, Portuguese, Catalan
Acting initially in a consultancy capacity, we examined our client’s brand proposition and its performance in other territories and then researched and analyzed the Iberian market to identify specific pain points and potential challenges. The findings were used to develop an end-to-end omnichannel CX that focused on developing one-to-one relationships with potential customers so that rather than simply having a single point of contact, customers spoke with the same agent at every step of the journey, from discovery to post-purchase support.
To deliver on these objectives, our 18 multilingual (Spanish, Catalan, Portuguese and English) cross-trained agents created social media campaigns, promoted virtual and physical events and employed other digital marketing approaches to generate leads for outbound marketing and handle all inbound communications across the voice, chat, social channels and email.
Scripts and processes were developed by our in-house teams by combining lessons learned from the client’s experiences in other territories with our own experience supporting automotive brands. Performance was measured against the average KPIs our client has achieved in its existing markets.
Results
22,000
customer interactions
86%
CSAT
95%
service level
€14M
million in managed sales
With our assistance, the client has managed to drive into the Iberian market with the same levels of CX performance its customers in other territories have come to expect. Along with a service level of 95%, within the first 12 months of operations, CSAT has not wavered from 86% (the highest for any of the client’s territories) and the brand is enjoying the fruits of a successful social campaign with a 50% positive and 40% neutral customer sentiment and “brand buzz.” But through a combination of 1,000+ calls, 2,000 chat sessions, 5,000 emails and 4,900 social media interactions, the brand has earned €14 million in managed sales.