AFL uses digital automation to ramp up marketing activity
Published: September 2024
AFL Group, one of the UK’s leading providers of car and van leasing products, is now using our automated digital marketing tools to help it engage more effectively with growing volumes of current and prospective customers.
AFL has introduced VoiceBox, our marketing automation platform, that integrates with AFL’s contact database to trigger relevant, personalised messages at each stage of the customer journey. For example, to aid long-term customer retention, those approaching the end of a lease can be encouraged to renew and guided on how best to do it, while those leads that were previously marked as ‘lost’ can now be sent targeted messages specifically designed to bring them back into the sales pipeline.
“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.”
With VoiceBox, businesses can adapt customer messages and tailor timings for distribution and follow-up. For example, AFL has opted for an initial ‘thank you for your interest’ email at the start of the customer journey, which is followed by further AI-powered communications sharing bolt-on product information, such as maintenance packages, after an order is placed or the lease is signed. Similarly, customers leasing an electric vehicle can now be sent EV-specific emails promoting the use of available charge points.
“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.”
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