Citroën Receives The Action Co “Coup De Coeur” Award
Ami is a singular mobility solution. And the philosophy of thinking differently extends well beyond the vehicle itself to the entire Ami ecosystem – both in terms of its fully digital journey and its testing and distribution methods. In keeping with this philosophy, Citroën continues to innovate to meet its future customers by inviting them to discover Ami in a different way, based on feedback from someone who already owns one of these fun vehicles and uses it on a daily basis.
CITROËN RECEIVES THE ACTION CO “COUP DE COEUR” AWARD
Ami is a singular mobility solution. And the philosophy of thinking differently extends well beyond the vehicle itself to the entire Ami ecosystem – both in terms of its fully digital journey and its testing and distribution methods. In keeping with this philosophy, Citroën continues to innovate to meet its future customers by inviting them to discover Ami in a different way, based on feedback from someone who already owns one of these fun vehicles and uses it on a daily basis.
A NEW WAY TO DISCOVER AMI
Several channels are now available for consumers to find out more about Ami: the dedicated website enabling you to obtain information, book a test drive, order and pay for your purchase 24/7, as well as the 40 Ami-approved Fnac and Darty outlets and nearly 200 participating Citroën dealerships.
This summer Citroën introduced a new way of discovering Ami, based on the transparent message of a customer already driving Ami on a daily basis and living near the person interested. This is called the “My Ami Superfan” programme and it is based on the very simple observation that people often express a need for reassurance before making a purchase. They can obtain this reassurance from someone they trust, online reviews or someone who knows the vehicle and will be able to confirm their choice. It is on this last point that Citroën is innovating by inviting some of its customers who are “in love” with their Ami to become ambassadors able to demonstrate and road test their own vehicle for people who are interested and want to find out more. This new distribution channel, developed specifically for Ami, also reflects Citroën’s desire to increase the number of contact points in order to facilitate vehicle testing.
“The My Ami Superfan” programme was inspired by the observation that some of our customers could not easily test drive the vehicle in certain areas. Others also wanted to chat to Ami owners and share their user experience. We therefore developed this system of ambassadors who are fans of Ami. They can let people they know, or anyone else who asks, test drive their vehicle. The ambassador and the customer win an exclusive advantage as soon as an order is placed. Finally, in the same way that Ami is a singular vehicle in the mobility sector, its distribution via this “My Ami Superfan” programme also stands out.”
Laurent Beaune, Business Developer
THE MEETING PROCESS
To participate in “My Ami Superfan”, all you need is to love your Ami and want to share that love with others who are interested in finding out more about it and chatting with a user in a friendly and transparent way. When an order is placed after a test drive, the ambassador receives an e-gift card and the new customer receives a free three-year service contract.
To become an ambassador, simply apply on the citroen.fr/ami online sales website. The site is the same for anyone wanting to book a test drive with an ambassador. Consumers are connected via a platform based on their location, so that the prospect can meet the ambassador closest to his or her home. You just have to make an appointment to check out the vehicle in person and then order it online at citroen.fr/ami or via the Citroën Ami or Fnac-Darty approved networks. To develop its “My Ami Superfan” programme, Citroën drew on the expertise of the startup Demooz, a specialist in testing before you purchase.
Become an ambassador Discover Ami with an ambassador
FIRST FEEDBACK
So far, nearly 250 test drives have been carried out by our 50 “My Ami Superfan” ambassadors, who offer their Ami for a test drive to anyone who wants to find out more before buying and discover the details of the vehicle’s exterior and interior design, to sit in it and appreciate the feeling of space despite its compactness, and to realize how surprisingly easy it is to drive, which you can only experience once you are at the wheel.
The real advantage of this test drive with a prospect and user is undoubtedly the information exchange it allows, since the interested person can ask a real user any questions he or she likes about how the vehicle works and receive feedback about Ami. Over 45 Ami orders have been placed as a result of these test drives with our ambassadors. In addition to the orders generated, the “My Ami Superfan” ambassadors have become a valuable network for Citroën to obtain feedback from people testing the vehicle.
“Several reasons encouraged me to join this sponsorship programme: an interesting concept, the opportunity to learn the basics of customer relations in a friendly and enriching way, which enabled me to get out of my comfort zone, as well as having a good time and chatting about the vehicle with different types of people: some in their fifties looking to acquire a second, more compact vehicle for their commute to work, young adults 25 to 30 years old without a full driving licence wanting more mobility or parents considering Ami as an alternative to a scooter or motorbike to ensure that their teenagers are better protected.
At school, I see about 15 Amis in the car park each day. Even before becoming an ambassador, I encouraged one of my teachers to buy one… I also did it out of curiosity and fun, to put myself in the shoes of a salesperson and find out what buyers want.”
Flavie, 16 years old, ambassador in Lille.
