Customer Story

Challenges

The EV brand operated in a competitive market where digital-first experiences heavily influence buying decisions. Although awareness and footfall at experience centers were strong, the company struggled to convert initial interest into committed ownership. Several operational and engagement gaps weakened the post-funnel experience.

1. Fragmented test-drive journey: Test-drive requests came from ads, the website, and walk-ins, yet the follow-up logic was inconsistent. Many prospective buyers moved on to competitor models due to slow responses or a lack of personalized nudges after their first interaction.

2. Low test-drive-to-purchase conversion: Despite strong interest, the absence of structured incentives or timely communication made customers hesitant, especially first-time EV buyers who required reassurance and guided decision-making.

3. Weak post-purchase engagement: Once the vehicle was delivered, customer communication shifted back to manual dealer outreach. There was no structured loyalty journey to keep new EV owners engaged through charging, maintenance, and warranty cycles.

4. Decentralized dealership promotions: Dealers across 40 cities ran individual offers and campaigns without standardization. Customers received inconsistent experiences depending on location, weakening the brand’s unified CX strategy.

5. Manual reward tracking and delayed payouts: Referral bonuses, test-drive vouchers, and feedback rewards were tracked manually. This led to delays, incorrect entries, and lack of transparency, which discouraged participation and reduced campaign credibility.

6. Lack of centralized customer experience insights: Leadership had no single source of truth for test drives, conversion rates, CSAT, referral engagement, or post-purchase touchpoints. Decision-making became reactive, and growth opportunities were often missed.

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Personas Involved

• Head of Marketing & Growth

• CRM & Loyalty Program Managers

• Dealership & Service Center Heads

• Customer Experience Teams

• Field Sales Executives

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Platform Setting & Implementation

The EV brand partnered with Xoxoday to digitize its customer acquisition and experience workflows. Within twelve weeks, the program was live across its web platform, DMS, and customer mobile app — enabling a unified engagement journey from test drive to service renewal.

• Integrations: Zoho CRM, WebEngage, WhatsApp API, Dealer Management System

• Reward Currency: EV Points redeemable via Xoxoday Marketplace

• Program Coverage: All retail and online purchase journeys across India

The EV brand required a fully unified engagement engine that aligned test drive journeys, dealer interactions, and digital channels into one system. The implementation phase focused on stitching together every touchpoint to ensure a consistent and high-conversion customer journey.

• ‍Migration: Shifted from disconnected manual campaigns to a unified digital loyalty engine.
• ‍Branding & design: Introduced customized green-energy themes and sustainability-led campaigns aligned with the EV brand’s identity. ‍
• Reward workflow: Automated test-drive vouchers, purchase rewards, and feedback-based bonuses across every customer touchpoint. ‍
• Budget management: Centralized budgeting for dealerships with instant visibility of point issuance, utilization, and redemption. ‍
• Reporting & analytics: Live dashboards showing customer journey metrics—test drives, conversion rates, CSAT scores, and engagement activity.

The Solution

To build a high-conversion customer journey, the EV brand partnered with Xoxoday to transform its acquisition, engagement, and loyalty workflows into a fully automated digital ecosystem. The goal was to create a connected experience from the moment a lead requested a test drive to the point they returned for service or referred a new customer.

1. Automated test-drive and purchase rewards: Every test drive triggered an instant ₹1,000 digital voucher, reducing drop-offs and encouraging faster decision-making. Customers who purchased within 30 days earned a ₹2,500 loyalty bonus, which strengthened urgency and improved conversion velocity across experience centers.

2. Gamified feedback and service interaction: Xoxoday introduced structured, incentive-linked feedback journeys. Customers received EV points for submitting post-delivery and service feedback, increasing participation and helping dealerships identify experience gaps and top-performing advisors.

3. End-to-end digital referral program: The referral flow was simplified using in-app referral links. When a referee booked a test drive or purchased a vehicle, both parties received instant EV points. This transparency and speed drove a significant spike in referral-driven acquisitions.

4. Interactive customer engagement hub: A personalized engagement hub showcased charging streaks, service milestones, accessory purchases, warranty renewals, and green missions. These touchpoints weren’t just functional—they became engagement moments that rewarded consistent usage and brand advocacy.

5. Real-time dealer and campaign analytics: Dealerships received live insights on test-drive volumes, conversions, CSAT trends, referral engagement, and reward redemption. This visibility allowed local teams to adjust campaigns, optimize communication, and follow up more effectively with high-intent leads.

6. Sustainability-centric loyalty missions: Since EV customers value impact, the brand introduced eco-friendly reward missions—battery recycling, participating in EV awareness drives, and using solar charging stations. Customers earned additional points for completing these activities, strengthening emotional connection and reinforcing brand purpose.

7. Unified digital experience across all touchpoints: With CRM, DMS, WhatsApp, and mobile app integrations, the customer journey became consistent across retail and online channels. Whether the customer interacted via website, showroom, or app, they received predictable rewards, consistent updates, and a seamless journey from test drive to ownership.

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Impact

• 27% increase in test-drive-to-purchase conversions within the first quarter.

• 35% improvement in customer satisfaction (CSAT).

• 40% rise in customer referral participation through in-app campaigns.

• 90% faster reward redemption cycle using Plum Marketplace.

• 28% increase in repeat service visits within six months.

• 12% higher retention among early EV adopters due to gamified feedback incentives.

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Conclusion

Through Xoxoday’s integrated rewards and loyalty ecosystem, the EV brand successfully bridged the gap between interest and loyalty. The program transformed its fragmented dealership engagement into a unified digital experience—one that motivated test drives, improved purchase conversions, and rewarded eco-conscious behavior.  

By gamifying customer interactions and tracking performance in real time, the brand established itself as a customer-first, sustainability-driven EV company poised for long-term growth.

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