The 32nd edition of the Action Co Award brought together more than 150 sales managers. On this occasion, the best projects carried out within the sales forces were celebrated. The Action Co Awards ceremony is a professional event organized by the Action Co editorial staff to highlight the best business initiatives while promoting exchanges and networking between professionals.
Reserved for sales managers and sales forces recognized for their performance and commitment, the awards evening offers a privileged moment to experience the high point of sales function alongside clients and prospects selected from among the leaders of the function.
During this ceremony, Impact Field Marketing Group and Demooz, winners in the “Social Selling” category, won the jury’s “Coup de Coeur” award with the “My Ami Super Fans” client-ambassador program for their client Citroën.
In 2020, Citroën released the Citroën AMI, an atypical electric vehicle intended for travel as young as 14. The problem is that this vehicle has no equivalent and prospects have many questions about its use and design.
One of the particularities of the Citroën AMI is that the vehicle is marketed in three different ways: in traditional dealerships, on the Citroën website directly, and at Fnac Darty. Today, not all dealerships have the possibility to demonstrate the AMI to their customers.
« My Ami Super Fan » ambassador program
Existing customers are very proud of their choice, making the Citroën Ami a very community-oriented vehicle. To increase sales of the AMI, Impact Field Marketing Group and Demooz have implemented an innovative scheme to turn the most charmed customers into ambassadors.
A satisfied customer speaks better than any dealer or retailer. The “My Ami Super Fan » program responds to the problems and specificities of the Citroën AMI to develop direct sales on the Citroën site, thanks to the support of existing customers. By capitalizing on existing customers and their satisfaction, the “My Ami Super Fan” program relies on a powerful sales lever: recommendation.
An innovative initiative
To connect ambassadors with prospects, a meeting plugin developed by Demooz was installed on the Citroën website. A logo dedicated to the program was also created to reinforce the feeling of belonging. To follow the performance and make sure that the demonstration has taken place, a demonstration code that has been given via Demooz is shared by the potential customer to the ambassador. The Citroën AMI ambassador validated this code in his dedicated space to validate the demonstration.
The program focuses on community spirit: A private Facebook group has been created to generate engagement and keep the community of customer-ambassadors alive. Demooz has set up challenges linked to sales volume with rewards, photo/video challenges on the customer experience (e.g : My AMI parks in unusual places, my AMI allows to load a large volume …), a monthly live webinar with Citroën and its customer-ambassadors. Thanks to the « My Ami Super Fan » program, awareness of the vehicle is increasing, and the initial results are promising.
More than 187 connections have resulted in demonstrations with an online sales conversion rate of 16,4%.