We’re thrilled to announce that Eve Hodges has been appointed as Head of Channel Development. We caught up with Eve to learn more about her passion for Customer Retention and why she thinks it’s so important for long-term business success. We also find out more about her career history, and what has led her to her current role.
What is your Santander Consumer history?
I was originally tuped across from Ford Financial as part of the Mazda financial services field team in 2009. I looked after a number of different areas and regions during my time with MFS
I set up the customer retention team in 2016 and have been building and developing our retention proposition since then.
Tell us a little bit about your new role?
My new role is to develop and deliver Santander Consumer UK’s Customer Retention Management (CRM) and digital channel proposition. I’ll be working with the business to make sure we have a clear strategy, provide solutions that integrate with our OEM and dealer partners, as well as providing an exceptional customer experience. It’s really important that we continue to differentiate ourselves from our competition and enhance our business offering. I’ll be looking to align both CRM and digital and with the channel team, look at new ways on how we can improve the customer journey.
Tell us a bit about your career background? How did you start and what led you to where you are today?
I originally wanted to work in media and TV. I was about to go to university to study Media but I saw a runner job advertised at London Weekend Television and was lucky enough to get the position. I was soon appointed as a floor assistant on a number of TV shows. I went freelance very young and worked on Gladiators in the Birmingham NEC area. When the show finished, I started temping at Ford Financial. I started in funding, moved to underwriting, then collections and was a team leader in customer services . I then managed a team with Land Rover and Jaguar Financial Services. I eventually moved to a field role with Mazda Financial services, joined Santander Consumer and the rest is history. During this time, I also took a year out to travel!
I now have over 25 years’ experience in the motor and finance industry. I have always had a passion for customer retention and understanding customer groups and segmentation.
Can you share a project that you are especially proud of?
I’m really proud of the development and delivery of our Customers for Life retention programme and Gateway 3Sixty, our CRM platform, which are both available to our OEM partners and over 900 dealers. We have won a number of awards for both solutions and consider both to be market leading. We also introduced predictive models using AI to help us contact customers with the right message, at the right time with the vehicle they would most likely be interested in – which has seen great success.
Can you tell us a bit about why Customer Retention is so important?
Customer retention is crucial to the long-term success of a business for a number of reasons. As part of Customers for Life we believe that all dealerships (and businesses in general) should have a structured renewal process and every customer should be contacted and looked after. I have listed a few important reasons below:
Cost effective
Acquiring new customers is 5 times more expensive than retaining existing ones. The efforts required with marketing and advertising to attract new customers typically cost more than nurturing existing relations with current customers. Retained customers contribute to a more predictable and stable revenue stream. The predictability allows you to plan better, manage cash flow and make informed decisions about future investments.
Stronger customer relationships
Retention efforts often involve building stronger relationships with customers. This can lead to a deeper understanding of customer needs, preferences and pain points, allowing a business to tailor its offerings and improve customer satisfaction
Increased revenue
Retained customers are likely to be familiar with a brand and have greater trust, they are more likely to purchase upgrades for example. You will also have an understanding of their existing vehicle and can value the part exchange accordingly.
What are you most looking forward to in your role?
I’m looking forward to so much! I’m looking forward to working closely with an amazing team of people, to really set out a clear strategy and come up with new initiatives that will help us grow and improve as a business.