19NOVEMBER 2020BY USING DIGITAL MARKETING TOOLS TO ADD THAT "PERSONAL TOUCH" OF SERVICE--CREATING CONNECTIONS THAT ARE MORE RELATIONAL THAN THEY ARE TRANSACTIONAL--WE'LL BE ABLE TO ENABLE OUR CUSTOMERS TO RUN THEIR BUSINESS SO WE CAN RUN OURSstep of the way--no matter what changes and technological advances your industry will face?At LeasePlan, we're using the same behavior analysis process for campaigning--finding the right time to connect with our audiences--and we're using that data to trigger the best moments to engage with our customers so that, ultimately, we can control fleet costs while improving user satisfaction.If our clients consent to share mileage data with us, we secure that data and use it to help our clients identify recurring patterns and trends. For example, if our fleet management data is telling me that you'll be driving in the rain during rush hour, I may want to send you to safety training. If our data is telling me your vehicle will need an oil change in 100 miles, I may want to send you reminders along the way so that, together, we can take care of your vehicle and avoid further maintenance.But digital marketing is (and should be) about more than email reminders. Digital marketing should be personal. That's why we've introduced our customers to Elle, our virtual assistant, to be an on-the-go resource for our drivers. Elle even features voice recognition technology, so the communication goes both ways.So whether we're communicating with our customers via the MyLeasePlan app, Elle (our voice-enabled virtual assistant), text or email, we're using our data and insights to deliver relevant, real-time messages to our drivers. That's what digital marketing automation is all about: timely touchpoints, better adoption and richer interactions with your customers--regardless of your industry.I'm really passionate about this level of digital marketing, not just because of the technology but because of the ability we have in the fleet management industry to make direct, personalized connections with our drivers. This application of digital marketing will be a game changer for us and the industry. We need to be meaningful and relevant to all of our stakeholders--whether they're the decision makers or those who (literally) are sitting in the driver's seat. This strategy has already had major implications to the LeasePlan user experience because we're able to engage with our customers with more frequency, more intentionality.Truly, digital marketing should be a continuous cycle that follows Eric Ries' famous Lean Startup principle (build, measure, learn): engage your customers, give them a voice for feedback, improve your process and engage them again. By fusing marketing mechanics with process improvements, you'll be able to create an exceptional user experience that satisfies your customers' day-to-day needs.Every brand needs to deliver value somehow, and by using digital marketing tools to add that "personal touch" of service--creating connections that are more relational than they are transactional--we'll be able to enable our customers to run their business so we can run ours. It's a win-win. MTFelipe Smolka
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