Automotive Success Story: A New Way to Engage Car Owners with Social CRM, Managing the Entire Relationship in Your LINE Official Account
Once a car is sold, most dealers rely on the salesperson as the only link to the owner. Brands have little visibility into owners at different lifecycle stages, data can disappear when staff leave, and customer value is hard to grow over time. Owners may also switch to cheaper independent garages once the warranty ends. Social CRM streamlines this process and uses data to make segmented owner engagement possible.
Howard HuangMarketing Specialist
In “Automotive Success Story: Improving the Test Drive Booking Process with a LINE Official Account”, we showed how car brands can use Social CRM tools to track leads with tags during test drive bookings. That lets them manage consumers from different channels and helps frontline marketing and sales teams use data to send booking reminders by audience, model, and date. The result is a smoother test drive process and more efficient follow-up for sales and after-sales service.
But across the entire car sales cycle, it is after-sales service, not the sale itself, that drives steady, recurring profit for automotive brands. For owners, getting enough after-sales support is also their top concern. Facebook research from 2018 found that 86% of car owners want to keep some level of interaction with their car brand after purchase, and both male and female owners want to receive “regular maintenance reminders.”
The challenges car brands face after the sale
In the traditional car sales process, the salesperson serves as the main link between the brand and the owner once the car is sold. In most cases, they can only react passively after the owner raises a need. Brands have little visibility into owners at different lifecycle stages, and when staff leave, whatever data exists can be lost. Over time, it becomes hard to grow owner value or tailor service to different owners. Many owners also switch to independent garages once the three-year warranty ends, because they don’t want to pay higher dealer service prices.
Managing owner relationships on LINE with OakMega Social CRM
So how do you improve after-sales service management? You can do it with Social CRM in your LINE Official Account!
LINE is the most widely used messaging app in Taiwan, and like the car that carries people through their day, it is deeply woven into daily life. As the management platform for LINE, a LINE Official Account can deliver every service owners need in one place through a MINI App: switching rich menus for verified owners, maintenance reminders, personalized broadcasts, and more, all with a single tap. This keeps owners engaged with your brand and strengthens your customer relationships.
Automotive Success Story: Improving the Test Drive Booking Process with a LINE Official AccountIn “Automotive Success Story: How to Deliver End-to-End Car Sales Services Through a LINE Official Account as a MINI App,” we explained that the car sales process has three stages: test drive bookings before the sale, sales follow-up and delivery during the sale, and maintenance and repair after the sale. Test drive bookings are the first step in acquiring customers and the first entry point for brand engagement. Fragmented consumer behavior also affects car buying: researching online before buying is now standard, and it heavily shapes purchase decisions. With third-party cookies on the way out and new direct-sales models emerging in the industry, car brands need their own first-party data and direct engagement channels to expand touchpoints, attract the right customers to book test drives, and serve them precisely based on data.https://oakmega.com/blog/improve-test-drive-process
OakMega Social CRM After-Sales Solution 1 | Verified owner services with automated maintenance reminders
When owners fill out a verification form directly in the brand’s LINE Official Account, they are automatically tagged as “Verified Owner” and switched to an exclusive rich menu. Automated journeys based on mileage then send maintenance reminders and post-service satisfaction surveys, giving the brand first-hand insight into every owner’s service history.
OakMega Social CRM After-Sales Solution 2 | A one-stop LINE Mini App that handles everything in an owner’s driving life
There’s no need to spend time and money building an app. With segmented rich menus, LINE becomes a dedicated Mini App for owners, connecting value-added services such as maintenance, repairs, and customer support (FAQ). Every tap an owner makes is also recorded with tags, so brands can send segmented broadcasts by model and interest, such as maintenance tips for a specific model or test drive invitations for a new version of that model.
Automaker Success Story: How to Deliver End-to-End Car Sales Services Through a LINE Official Account as a MINI AppThe car sales service process can be divided into test drive bookings and sales follow-up before the sale, delivery, and maintenance and repair services after the sale. Attracting as many test drive bookings as possible, building a large lead list, and handing it to sales is usually the main goal for automakers. But because they can’t accurately track each customer’s status, follow-up rates after test drives are low, and after delivery, salespeople can only respond passively. This hurts service efficiency and makes it impossible to fully extend owners’ customer lifetime value. LINE is the most widely used messaging app in Taiwan and, like the cars that carry people on the road every day, closely connected to daily life. As LINE’s management platform, a LINE Official Account can connect every step of the car sales journey as a MINI App, from test drive bookings to after-sales service, turning passive contact into proactive engagement with owners.https://oakmega.com/blog/automobile-industry-case-study
You can also combine LINE’s rich message formats to offer owners fun, conversational game experiences from time to time. This builds loyalty and customer value, turns owners into true fans, and can even make them advocates who recommend you to their friends.
OakMega Social CRM After-Sales Solution 3 | Build your own first-party database for a cookieless world
Connect consumer data from the earlier test drive booking stage so nothing gets lost. You can also integrate your existing CRM database: exporting it for LINE Official Account broadcasts or importing it takes just 15 minutes. With fragmented consumer journeys and third-party cookies being phased out, car brands can only target customers precisely across lifecycle stages if they own their first-party data.
Third-Party Cookies Are Going Away. How Should Marketers Respond?As consumers become more privacy-conscious, Google has announced it will phase out third-party cookies in Chrome within the next two years, and Facebook has launched its Conversions API. Google’s move will reshape an online advertising industry that has long depended on cookies. Safari introduced Intelligent Tracking Prevention back in 2017, Firefox released a version that blocks third-party tracking cookies, and Microsoft’s new Edge enables tracking prevention by default. According to NetMarketShare, Chrome’s market share has rarely declined, falling from 70.89% to 69.94% since August this year, yet it remains by far the most-used browser.https://oakmega.com/blog/google-cookie-ban-ads-tracking
Real-time engagement with Social CRM
OakMega Social CRM offers far more than the standard LINE Official Account dashboard. It seamlessly connects messaging with customer relationship management, helps brands build a first-party database, automatically categorizes user preferences based on the content they engage with, and builds user profiles so you can broadcast content they actually care about. With multiple plans and add-on modules for every business scenario, it helps car brands deliver all kinds of after-sales services to owners in one place on LINE. Ongoing two-way interaction lets you solve the issues owners face on the road in real time and strengthen customer relationships.
