AFL Group, a UK-based provider of car and van leasing products, has implemented automated digital marketing tools to improve its engagement with both current and prospective customers.
This move comes in response to growing volumes of customer interactions and aims to personalise communication across all stages of the customer journey.
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The company has partnered with digital marketing agency Marketing Delivery to introduce VoiceBox, an automated tool that integrates with AFL’s contact database. VoiceBox triggers personalised messages tailored to each customer’s specific needs and position in the sales process.
For example, customers nearing the end of their lease agreements receive renewal encouragement and guidance, while previously lost leads are re-engaged with targeted messaging designed to bring them back into the sales funnel.
Patrick Fagan, AFL Group‘s business development director, highlighted the benefits of the new system: “We’re now able to reach out to customers in the most relevant way. The flexibility in VoiceBox has allowed us to create a suite of messages that are personalised for each individual, maximising the likelihood of a positive outcome.”
VoiceBox also allows AFL to adjust the timing of messages and follow-up communications. An initial “thank you for your interest” email is sent at the start of the customer journey, followed by AI-powered messages promoting additional products such as maintenance packages after an order is placed or a lease is signed. Electric vehicle (EV) customers, for instance, receive EV-specific emails promoting available charging points.
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By GlobalDataCharlotte Murray, commercial director at Marketing Delivery, praised the collaboration, noting: “While this is the first time that our solutions have been used by a sole leasing business, the core objectives are fundamentally the same—reaching out to customers in a timely and personalised way. The AFL team have been great to work with, and we already have plans in place for campaigns that will help meet important strategic goals for the remainder of 2024 and beyond.”
