Have you ever leased or financed a new vehicle? Do you remember talking to the “finance guy” in the back about your options? 

Hyundai Capital America (HCA) provides financial services products to Kia, Hyundai and Genesis owners and dealers. Before we started working together, their financial services brands lacked an identity, the overall customer experience was disjointed and costs for servicing customers were higher than the industry average.

Disciplines:
Brand Strategy | Creative Direction | Rebrand | UX/UI | Web | Mobile App

DRIVING A WINNING CUSTOMER EXPERIENCE

Customer loyalty and satisfaction begins the moment a new lessee or driver joins the KMF family. Together with the brand we plotted the end-to-end customer journey in order to pinpoint opportunities for strategic messaging/communications throughout to keep customers engaged and service costs down.

INTRODUCING THE FINANSWERS

We overhauled the three brands to increase awareness among customers, prospects and dealers and drive efficiencies back to the business. The goal was to align the brands with the OEM’s while keeping them distinctly focused on the financial services value proposition.

Of the three brands, Kia Motors Finance provided the biggest opportunity. We capitalized on the fun and irreverent nature of the Kia brand (hamsters, Morpheus, Blake Griffin Clippers/Pistons) and added a heavy dose of financial nerdiness to create the Finanswers who provided the “Smartest Way to Finance” setting them up as stewards of a responsible and fulfilling relationship with your Kia. From their sleek, state-of-the-art lab at the KMF headquarters, they spend every waking moment fulfilling their mission to know everything there is about financing your Kia, so that you can make the smartest decisions.

WELCOME & ONBOARDING

We created a personalized campaign that complemented a comprehensive, printed Welcome Kit with a series of bite-sized steps to optimize their experience with self-servicing actions (account creation, alerts, autopay & paperless billing).

THE MIDDLE

The beginning and end of the car owning lifecycle are the most memorable, but what about those 3+ years you spend with your vehicle in between? We developed opportunities and tactics to maintain the relationship between the customer and KMF throughout. 

SIMPLIFYING END OF TERM

Turning in your leased vehicle is always the most stressful and confusing part of the journey and the one during which HCA fielded the most call volume.

We helped improve and enhance the experience by creating measured communication plans that broke the steps up into manageable tasks, including capturing the customers intent (to buy, return or upgrade) as well as launching a mobile self-assessment tool to help customers estimate the fees they’d owe at turn-in. Together these elements significantly reduced call center volume and increase customer satisfaction scores.

RESULTS

Maintaining an AOR relationship since 2014, my team and I helped to overhaul the customer experience for the Hyundai Capital America family of brands.

Increased customer satisfaction scores

Increased awareness and preference amongst prospective customers

Increased
loyalty among existing customers

Decreased customer servicing costs