Client

KIA is a Korean multinational company dedicated to the manufacturing and marketing of vehicles. It has been operating in Spain since 1992 through its subsidiary, Kia Motors Iberia.

Objective

In the automotive industry, web searches, social tools and online brand reputation are increasingly determining factors when comparing models and making purchasing decisions. In this context, and thanks to the continued collaboration between KIA and Pentasoft, we have found that:

• The perception of KIA as a brand was not doing their modern vehicles justice
• There was less reliance on dealerships to generate sales
• There were more and more searches on the KIA website made by potential customers
• Customers were evaluating KIA's vehicles on other websites

It was therefore necessary to develop an environment where existing customers and those who were contemplating buying a KIA vehicle, were able to communicate with each other. We thought about a social setting where all ratings (positive and negative) on the different models of KIA were presented. In short, an environment in which the brand was spectator and receptor of the opinions voiced about its products. This is how the VALORA Project came into existence.

Solution

We have applied the principles of Social Commerce that are so successfully being developed in other sectors, especially in the tourism and catering industry.

Through the creation of the VALORA Project, KIA has become the first automotive brand in Spain to launch an online customer review platform, on which the owners of the newer models can share their personal experience on the brand's website, thereby helping potential buyers to make a decision.

Pentasoft participation has been instrumental in the project, in which we have implemented the following processes:

• Segmentation of the database
• Sending emails to customers encouraging them to rate their car
• Analysis and tabulation of ratings
• KIA Customer Care answers
• Reporting, analysis and results