Icreon partnered with Lincoln, the Ford Motor Company’s brand, to shift from ownership to membership model, enhancing brand loyalty and sales with forward-thinking strategies and cutting-edge customer experiences.
Key Takeaways
Direction
Speed
Velocity
The Challenge
Lincoln is a 100-year-old automotive brand and the luxury division of Ford. However, in 2012, Lincoln faced significant challenges as its sales plummeted. To turn the brand’s image around, Ford relaunched Lincoln. With a renewed focus on elegance, craftsmanship, and advanced technologies, Lincoln offers discerning customers a refined and luxurious driving experience.
As the personal transportation industry started to transform, Lincoln had the foresight to begin a transformation of their own to retain its competitive edge in the luxury car market in the United States. Their challenge was to prepare to shift from Auto Manufacturing to Personal Mobility and from Vehicle Ownership to Brand Membership.
Our Solution
Lincoln turned to Icreon to understand its customers’ personal transportation expectations on a deeper level, so they could engage with them in more meaningful ways. Icreon guided Lincoln's business transformation by defining a 10-year vision and leveraging mobility trends to deploy the "This is the Lincoln Way" app. This initiative enhanced customer experiences, empowered dealers, and drove measurable outcomes—boosting satisfaction, repeat purchases, and retention rates.
Direction
Icreon developed a 10-year roadmap to know what to do first, then experiment to define what’s next. By understanding the personal transportation and mobility trends surrounding Lincoln drivers, Icreon was able to understand the specific expectations of the driver today, while plotting out the expectation path for the future.
Speed
Icreon conducted an in-depth analysis of consumer behavior and preferences to craft a seamless end-to-end customer experience. By building the tools and platforms that connected drivers to their journey, Icreon enabled dealers and support teams to deploy tailored programs through the “This is the Lincoln Way” app.
Velocity
Icreon leveraged mobility trends to craft a tailored experience for Lincoln drivers through the "This is the Lincoln Way" app. This strategy boosted sales, enhanced loyalty, and drove growth in membership models, achieving key metrics: higher satisfaction, increased vehicle purchases, and improved retention—ensuring long-term customer engagement and business success.
The Results
Icreon's understanding of personal transportation and mobility trends enabled the Lincoln brand to create a tailored end-to-end customer experience for Lincoln drivers, enhancing connectivity and deploying the "This is the Lincoln Way" app to bring the sophisticated experience to life. The result has been a significant boost in sales and an increase in customer loyalty. The company has experienced growth in its membership models and other long-term engagement opportunities for its buyers.
Icreon's efforts to enhance the customer experience and incentivize loyalty resulted in significant improvements across all three key metrics including improved customer satisfaction, increased vehicle purchases, and higher customer retention rates.