Optimizing aftersales communication with neuroscience
We helped a German car manufacturer improve the design of its aftersales newsletter, working with state-of-the-art tools to give our client insight into the implicit needs and key drivers of various customer segments. We then used this insight to develop a briefing for the marketing agency leading the carmaker’s communications design. The new redesigned headers and headlines received double the attention of previous material, increasing the email opening rate and the appointment rate by 42% and 41%, respectively.
How did we do it?
The first step was to gain a deeper understanding of the client’s various customer segments and their needs, so we recruited a representative group of participants and asked them to take an online test known as NeedSphere. Based on the results, we worked with designers to create variations of the aftersales newsletters using different design elements from layout and pictures to wordings. In a second step, we equipped the participants with EEG and eye tracking (ET) devices and asked them to review the new newsletters. The neuroscientific data collected in both the NeedSphere online test and the EEG/ET analysis allowed us to generate specific briefs for each customer segment based on their implicit needs and unconscious perceptions.
What value can we create for you and your business?
Developing effective marketing material requires a whole host of micro-decisions in terms of layout, imagery, tone, etc. – elements that are by nature quite subjective. Thanks to the wonders of neuroscience, we can identify the specific features of your marketing and communications material that engage or offend your target group and determine which elements address their unconscious needs. This will help increase your conversion rates, yield more return on ad spend (ROAS) and drive sales without the need for costly marketing experiments based on questionnaires and gut feel.
Did you know that our brain communicates with the help of electric signals?
The universal language of our brain is electricity. Our brain is made out of various variants of neurons which build a strongly connected network. By sending small electric signals, neurons communicate with each other. By varying the frequency of the electric signals, different processes are encoded.We differentiate between five frequency bands. With an EEG we do not only measure the frequencies but also their changes and in which brain region they are active. This allows to draw conclusions about motivational states, arousal, and confusion, amongst others.