Helm's extensive and unique understanding of the automotive customer pay off.
The Situation: GM saw sales of replacement navigation discs were not living up to expectations. The company needed to boost sales and distribute the discs in an efficient, timely, and accurate manner. Seeking a solution, GM turned to Helm.
The Solution: Helm put its resources and capabilities to work for GM. Helm analyzed the situation, determined the best way to generate and developed a turnkey solution for the marketing, sales, and fulfillment of replacement navigation discs.
Helm, through a variety of channels, was already talking to prospective navigation disc customers on a daily basis. The program used existing Helm infrastructure and customer contact opportunities to assist GM.
Several areas of Helm’s infrastructure proved critical to GM's subsequent sales success.
The navigation disc program was linked to www.helminc.com. The site is recognized as the #1 source for factory-authorized vehicle service and owner information. Extensive search engine optimization and search engine marketing are performed on an ongoing basis with more than 500 keywords and 5,000 links optimized. In addition, through drop box mailings, outbound marketing efforts, and regular customer contact, Helm’s existing customers from other programs became prospects for GM’s navigation discs starting on Day 1 of the program.
Order processing occurs via the Internet and the Helm contact center (phone, fax, and traditional mail orders). Helm customer service representatives are trained for the navigation disc program to ensure they were able to sell, cross-sell and up-sell. The center runs off of an Avaya 13 switch which provides leading- edge, skill-based routing, and reporting. The contact center also provides Voice of the Customer reporting which can be customized to a client's specific needs. This information assures timely identification and resolution of issues, as well as transmittal of key data from the front line for continuous improvement.
Helm has 440,000 square feet of racked warehouse space configured into 25,000 bulk/skid locations. Helm is able to physically maintain the navigation disc inventory. Inventory control is managed by a warehouse management system.
The backbone of fulfillment for the navigation disc program is Helm’s FlexFillG3 platform, a proprietary, third-generation, custom fulfillment software innovation. FlexFillG3 features full integration of program transactions, warehouse management, inventory control, order processing, and shipping. Fully Web-enabled, FlexFillG3 allows clients to input, manage, and monitor all activity from their remote locations. For the navigation disc program, FlexFillG3 went a step further: in addition to searching by vehicle year and model, users could search using the VIN to find the right navigation disc.
The Results: A FlexFillG3 process was developed that is continuously improved to support exactly this type of program. Helm’s navigation disc program was developed with three key commitments:
• Increase sales with an integrated marketing plan
• Provide a turnkey solution that simplifies the process
• Measure, report, and use satisfaction metrics to improve the customer’s experience
Helm was able to deliver on all three commitments because of extensive experience with fulfillment programs and a unique understanding of the automotive customer – consumers, dealers, auction houses, and aftermarket companies. Programs like this are expertly managed at Helm and are leveraged to offer unique cross-selling opportunities and exceptional marketing capabilities from 4 million customer touch points annually through www.helminc.com. While specific numbers and percentages are confidential, enough to say GM and Helm are pleased with the program results.