Digitization of GP Pneus and improvement of its digital strategies and customer service
the challenges faced by
GP Pneus
GP Pneus is a network of multi-brand, retail and wholesale automotive centers, which provides services such as engine sales and repair, oil change service, suspension, brakes, tires and wheels. In Brasília, where it operates only in the retail segment, it has 11 stores serving the entire Federal District and surrounding areas.
One of the problems faced when it comes to customer service is having control of everything that is being passed on by employees and representatives on digital channels. After all, only by evaluating conversations with customers is it possible to improve them.
“Before, I had no way of knowing the quality of the service provided. There was no way to know if they were doing well,” said Fernanda Oliveira, marketing manager for GP Pneus de Brasília. “After all, what are reps talking to customers about? Are you passing on the correct information?”.
“The platform brought, where there were gaps, the clarity of information necessary for decision-making. The service analysis made it possible for us to understand what needed to be dispensed, where it was incorrectly priced, what were the training gaps for our team and what type of information was not aligned with digital campaigns”, concluded Fernanda.
strategy and solution
Using the Reach platform, GP Tires started monitoring its service channels. According to the marketing manager, the platform made clear what was previously uncertain when making investment decisions.
And this integration of telephone, Whatsapp and other communication channels is important not only to improve the company's service, but also to measure and optimize the performance of digital campaigns. The platform not only informs the content of each dialogue, but also where the lead reached the brand, in order to analyze the number of contacts resulting from the ads and social campaigns and analyze, based on concrete data, what is working and what can be improved in the digital strategy.
"Based on the information provided by the platform, I can change investments on the fly at my discretion. It's very flexible! In addition, I have reports to show managers how useful the tool is, as it shows us numbers, graphs, ROI data and nothing is lost. Everything is saved, with all the information necessary to serve the customer with assertiveness.”
Fernanda Oliveira, marketing manager at GP Tires
from Brasilia
finding possibilities in the midst of dialogues
Among the opportunities perceived, a prominent case was maintenance for hybrid cars, which was not a service that GP Pneus used to provide. The supplier had been offering items for the service for some time, but the establishment had not invested in the idea as they were not sure if it would be worth the investment. From the analysis of conversations in the service channels, they realized that the demand for the service was high and started to buy items for the maintenance of electric and hybrid cars, expanding their operations in the market.
“With the integration of Whatsapp, I can analyze and improve the company's service. I can see where they are going wrong in capturing the customer, respond instantly, prepare a service manual with various situations that occur in everyday life, respond to cases in a personalized way and promote products and services to groups in the automotive niche” said Fernanda. .
Results generated by Reach in 4 months
5 mil leads
2,500 connections
2,600 forms
“The platform helps us understand the customer's need. Many times he doesn't come and speak directly, but it is possible to perceive through the calls an increase in the demand for a certain type of tire, and that is how we included it in the catalogue. Thanks to the platform, it is possible to identify new opportunities, trends and even discover technologies that we did not work with”, said Fernanda.
monitoring by professionals to optimize the user experience
A platform with so many tools and possibilities, even if intuitive, also needs professional support that helps to expand the user's understanding of the possibilities provided. And when it comes to digitization, Fernanda tells us that Reach's service team is always available to help achieve the best results: “The service I receive from the company is always excellent. They are great gifts! Even when I forget a few procedures about my business, reps make a point of reminding me. They answer me right away when I have questions, send me reports and are always ready and available to help me”.
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