GM Onstar's Journey to Precision
Customer Experience Management
General Motors OnStar
GM Onstar's Journey to Precision
A data‑informed, customer‑centric growth program that transforms OnStar’s lifecycle communications into a highly personalized, multi‑channel experience—designed to increase trial retention, reduce churn, and delight loyal subscribers.
Client
GM
Released
December 12, 2024
Timeframe
Project Type
Customer Experience Management
Technology
Marketing Automation Personalisation Data Management Analytics
General Motors OnStar
Overview
Journey to Precision is a multi‑phase, data‑informed program built to make OnStar’s customer experience truly personal. Leveraging two years of behavioral, transactional, and usage data, we redesigned lifecycle communications across onboarding, usage, renewal, churn, and winback. The roadmap unites Smart Retention, Intelligent Loyalty, and Hyper‑Personalization to increase trialist retention, reduce churn, and delight loyal members—delivering timely, useful guidance across email, SMS, app, and in‑vehicle touchpoints under a unifying promise of safety, control, and human connection.
General Motors OnStar
The Challenge
Improve subscriber outcomes across the full journey—activation to renewal—by leveraging two years of customer data to: Increase trialist retention Decrease subscriber churn Delight and grow loyalty among existing members
General Motors OnStar
The Solution
We operationalized the “Journey to Precision” framework across three phases: Smart Retention: Micro‑segment audiences, manage churn proactively, uplift creative and channels, and engineer targeted winbacks.
Marketing Automation Personalisation Data Management Analytics
Intelligent Loyalty: Build tiered rewards and gamified engagement to deepen usage and advocacy, with integrated feedback loops. Hyper‑Personalization: Tailor experiences at a 1:1 level using diagnostics, ride, and real‑time context data to make communications timely, useful, and personal.
General Motors OnStar
General Motors OnStar
Performance Results
Established a scalable, phased roadmap to maximize customer retention and lifetime value while elevating the member experience.
Growth in Activation rate
Increase
Increase in Retention rate
Increase
Decrease in Churn Rate
Decrease
General Motors OnStar
Final thoughts
Expected impact: increased trialist retention, reduced churn, higher usage and advocacy through tiered loyalty and 1:1 personalization
Previous Project
Next Project
GM Onstar's Journey to Precision
Customer Experience Management
General Motors OnStar
GM Onstar's Journey to Precision
A data‑informed, customer‑centric growth program that transforms OnStar’s lifecycle communications into a highly personalized, multi‑channel experience—designed to increase trial retention, reduce churn, and delight loyal subscribers.
Client
GM
Released
December 12, 2024
Timeframe
Project Type
Customer Experience Management
Technology
Marketing Automation Personalisation Data Management Analytics
General Motors OnStar
Overview
Journey to Precision is a multi‑phase, data‑informed program built to make OnStar’s customer experience truly personal. Leveraging two years of behavioral, transactional, and usage data, we redesigned lifecycle communications across onboarding, usage, renewal, churn, and winback. The roadmap unites Smart Retention, Intelligent Loyalty, and Hyper‑Personalization to increase trialist retention, reduce churn, and delight loyal members—delivering timely, useful guidance across email, SMS, app, and in‑vehicle touchpoints under a unifying promise of safety, control, and human connection.
General Motors OnStar
The Challenge
Improve subscriber outcomes across the full journey—activation to renewal—by leveraging two years of customer data to: Increase trialist retention Decrease subscriber churn Delight and grow loyalty among existing members
General Motors OnStar
The Solution
We operationalized the “Journey to Precision” framework across three phases: Smart Retention: Micro‑segment audiences, manage churn proactively, uplift creative and channels, and engineer targeted winbacks.
Marketing Automation Personalisation Data Management Analytics
Intelligent Loyalty: Build tiered rewards and gamified engagement to deepen usage and advocacy, with integrated feedback loops. Hyper‑Personalization: Tailor experiences at a 1:1 level using diagnostics, ride, and real‑time context data to make communications timely, useful, and personal.
General Motors OnStar
General Motors OnStar
Performance Results
Established a scalable, phased roadmap to maximize customer retention and lifetime value while elevating the member experience.
Growth in Activation rate
Increase
Increase in Retention rate
Increase
Decrease in Churn Rate
Decrease
General Motors OnStar
Final thoughts
Expected impact: increased trialist retention, reduced churn, higher usage and advocacy through tiered loyalty and 1:1 personalization
Previous Project
Next Project
GM Onstar's Journey to Precision
Customer Experience Management
General Motors OnStar
GM Onstar's Journey to Precision
A data‑informed, customer‑centric growth program that transforms OnStar’s lifecycle communications into a highly personalized, multi‑channel experience—designed to increase trial retention, reduce churn, and delight loyal subscribers.
Client
GM
Released
Dec 12, 2024
Timeframe
Project Type
Customer Experience Management
Technology
Marketing Automation Personalisation Data Management Analytics
General Motors OnStar
Overview
Journey to Precision is a multi‑phase, data‑informed program built to make OnStar’s customer experience truly personal. Leveraging two years of behavioral, transactional, and usage data, we redesigned lifecycle communications across onboarding, usage, renewal, churn, and winback. The roadmap unites Smart Retention, Intelligent Loyalty, and Hyper‑Personalization to increase trialist retention, reduce churn, and delight loyal members—delivering timely, useful guidance across email, SMS, app, and in‑vehicle touchpoints under a unifying promise of safety, control, and human connection.
General Motors OnStar
The Challenge
Improve subscriber outcomes across the full journey—activation to renewal—by leveraging two years of customer data to: Increase trialist retention Decrease subscriber churn Delight and grow loyalty among existing members
General Motors OnStar
The Solution
We operationalized the “Journey to Precision” framework across three phases: Smart Retention: Micro‑segment audiences, manage churn proactively, uplift creative and channels, and engineer targeted winbacks.
Marketing Automation Personalisation Data Management Analytics
Intelligent Loyalty: Build tiered rewards and gamified engagement to deepen usage and advocacy, with integrated feedback loops. Hyper‑Personalization: Tailor experiences at a 1:1 level using diagnostics, ride, and real‑time context data to make communications timely, useful, and personal.
General Motors OnStar
General Motors OnStar
Performance Results
Established a scalable, phased roadmap to maximize customer retention and lifetime value while elevating the member experience.
Growth in Activation rate
Increase
Increase in Retention rate
Increase
Decrease in Churn Rate
Decrease
General Motors OnStar
Final thoughts
Expected impact: increased trialist retention, reduced churn, higher usage and advocacy through tiered loyalty and 1:1 personalization
Previous Project
Next Project
We transform brands.
Your success is next.
Meet the partners who are part of our success story
Start your project now by booking a one-on-one consultation with our expert.
We transform brands.
Your success is next.
Meet the partners who are part of our success story
Start your project now by booking a one-on-one consultation with our expert.
We transform brands.
Your success is next.
Meet the partners who are part of our success story
Start your project now by booking a one-on-one consultation with our expert.