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| 18 | |
| 19 | <!-- Page title --> |
| 20 | <text x="60" y="58" font-family="'Helvetica Neue', Arial, sans-serif" font-size="30" font-weight="bold" fill="#1A3A5C"> |
| 21 | Prioritize Service and Data — Financial Incentives Follow |
| 22 | </text> |
| 23 | |
| 24 | <!-- Takeaway box --> |
| 25 | <rect x="60" y="78" width="1160" height="45" rx="4" fill="#1A3A5C"/> |
| 26 | <text x="80" y="106" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#FFFFFF"> |
| 27 | Lead with service; follow with incentives. The branded pen initiative has the highest ROI for data collection (projected 40% → 70% response rate). |
| 28 | </text> |
| 29 | |
| 30 | <!-- Column headers --> |
| 31 | <text x="80" y="155" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#5D6D7E">INITIATIVE</text> |
| 32 | <text x="680" y="155" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#5D6D7E">IMPACT</text> |
| 33 | <text x="880" y="155" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#5D6D7E">COST</text> |
| 34 | <text x="1040" y="155" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#5D6D7E">ROI SIGNAL</text> |
| 35 | <line x1="60" y1="165" x2="1220" y2="165" stroke="#D5DDE5" stroke-width="1"/> |
| 36 | |
| 37 | <!-- ===== Initiative 1 ⭐: 3-Year Free After-sales Service ===== --> |
| 38 | <rect x="60" y="175" width="1160" height="90" rx="6" fill="#E8A838" fill-opacity="0.06" stroke="#E8A838" stroke-width="1.5" filter="url(#cardShadow)"/> |
| 39 | <!-- Priority badge --> |
| 40 | <rect x="72" y="185" width="28" height="28" rx="14" fill="#E8A838"/> |
| 41 | <text x="86" y="204" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#FFFFFF">1</text> |
| 42 | <use data-icon="tabler-filled/star" x="105" y="185" width="24" height="24" fill="#E8A838"/> |
| 43 | <!-- Content --> |
| 44 | <use data-icon="tabler-filled/shield-check" x="72" y="220" width="24" height="24" fill="#1A3A5C"/> |
| 45 | <text x="105" y="210" font-family="'Helvetica Neue', Arial, sans-serif" font-size="17" font-weight="bold" fill="#1A3A5C">3-Year Free After-Sales Service</text> |
| 46 | <text x="105" y="240" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">Directly addresses #1 pain point — transforms service from</text> |
| 47 | <text x="105" y="255" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">cost center to loyalty driver</text> |
| 48 | <!-- Impact --> |
| 49 | <rect x="680" y="195" width="80" height="24" rx="12" fill="#E74C3C" fill-opacity="0.12"/> |
| 50 | <text x="720" y="212" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#E74C3C">HIGH</text> |
| 51 | <!-- Cost --> |
| 52 | <text x="880" y="212" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#2C3E50">Med-High</text> |
| 53 | <!-- ROI --> |
| 54 | <rect x="1040" y="190" width="160" height="40" rx="4" fill="#2D8A4E" fill-opacity="0.08"/> |
| 55 | <text x="1050" y="209" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#2D8A4E" font-weight="600">Reduces 26% service</text> |
| 56 | <text x="1050" y="224" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#2D8A4E" font-weight="600">churn → high CLV gain</text> |
| 57 | |
| 58 | <!-- ===== Initiative 2: 20% Loyalty Discount ===== --> |
| 59 | <rect x="60" y="275" width="1160" height="85" rx="6" fill="#F4F6F8" filter="url(#cardShadow)"/> |
| 60 | <rect x="72" y="285" width="28" height="28" rx="14" fill="#1A3A5C"/> |
| 61 | <text x="86" y="304" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#FFFFFF">2</text> |
| 62 | <use data-icon="tabler-filled/discount" x="72" y="318" width="24" height="24" fill="#E8A838"/> |
| 63 | <text x="105" y="306" font-family="'Helvetica Neue', Arial, sans-serif" font-size="17" font-weight="bold" fill="#1A3A5C">20% Loyalty Discount</text> |
| 64 | <text x="105" y="333" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">Financial incentive — directly lowers switching barrier for repeat buyers</text> |
| 65 | <!-- Impact --> |
| 66 | <rect x="680" y="293" width="80" height="24" rx="12" fill="#E74C3C" fill-opacity="0.12"/> |
| 67 | <text x="720" y="310" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#E74C3C">HIGH</text> |
| 68 | <!-- Cost --> |
| 69 | <text x="880" y="310" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#2C3E50">Medium</text> |
| 70 | <!-- ROI --> |
| 71 | <rect x="1040" y="290" width="160" height="30" rx="4" fill="#E8A838" fill-opacity="0.08"/> |
| 72 | <text x="1050" y="310" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#E8A838" font-weight="600">Counters competitor pull</text> |
| 73 | |
| 74 | <!-- ===== Initiative 3: Enhanced Trade-in Programme ===== --> |
| 75 | <rect x="60" y="370" width="1160" height="85" rx="6" fill="#F4F6F8" filter="url(#cardShadow)"/> |
| 76 | <rect x="72" y="380" width="28" height="28" rx="14" fill="#1A3A5C"/> |
| 77 | <text x="86" y="399" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#FFFFFF">3</text> |
| 78 | <use data-icon="tabler-filled/car" x="72" y="413" width="24" height="24" fill="#1A3A5C"/> |
| 79 | <text x="105" y="401" font-family="'Helvetica Neue', Arial, sans-serif" font-size="17" font-weight="bold" fill="#1A3A5C">Enhanced Trade-in Programme</text> |
| 80 | <text x="105" y="428" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">Generous trade-in offers reduce switching barrier and lock customers in ecosystem</text> |
| 81 | <!-- Impact --> |
| 82 | <rect x="680" y="388" width="80" height="24" rx="12" fill="#E8A838" fill-opacity="0.15"/> |
| 83 | <text x="720" y="405" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#E8A838">MEDIUM</text> |
| 84 | <!-- Cost --> |
| 85 | <text x="880" y="405" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#2C3E50">Low-Med</text> |
| 86 | <!-- ROI --> |
| 87 | <rect x="1040" y="385" width="160" height="30" rx="4" fill="#1A3A5C" fill-opacity="0.06"/> |
| 88 | <text x="1050" y="405" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#1A3A5C" font-weight="600">Captures used car value</text> |
| 89 | |
| 90 | <!-- ===== Initiative 4: Customer Magazine ===== --> |
| 91 | <rect x="60" y="465" width="1160" height="85" rx="6" fill="#F4F6F8" filter="url(#cardShadow)"/> |
| 92 | <rect x="72" y="475" width="28" height="28" rx="14" fill="#5D6D7E"/> |
| 93 | <text x="86" y="494" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#FFFFFF">4</text> |
| 94 | <use data-icon="tabler-filled/heart" x="72" y="508" width="24" height="24" fill="#2D8A4E"/> |
| 95 | <text x="105" y="496" font-family="'Helvetica Neue', Arial, sans-serif" font-size="17" font-weight="bold" fill="#1A3A5C">Customer Magazine</text> |
| 96 | <text x="105" y="523" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">Free monthly magazine with owner features — builds emotional connection and brand community</text> |
| 97 | <!-- Impact --> |
| 98 | <rect x="680" y="483" width="100" height="24" rx="12" fill="#D5DDE5"/> |
| 99 | <text x="730" y="500" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#5D6D7E">LOW-MED</text> |
| 100 | <!-- Cost --> |
| 101 | <text x="880" y="500" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" fill="#2C3E50">Low</text> |
| 102 | <!-- ROI --> |
| 103 | <rect x="1040" y="480" width="160" height="30" rx="4" fill="#1A3A5C" fill-opacity="0.06"/> |
| 104 | <text x="1050" y="500" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#5D6D7E">Brand affinity uplift</text> |
| 105 | |
| 106 | <!-- ===== Initiative 5: Questionnaire Incentive ===== --> |
| 107 | <rect x="60" y="560" width="1160" height="85" rx="6" fill="#2D8A4E" fill-opacity="0.04" stroke="#2D8A4E" stroke-width="1" filter="url(#cardShadow)"/> |
| 108 | <rect x="72" y="570" width="28" height="28" rx="14" fill="#2D8A4E"/> |
| 109 | <text x="86" y="589" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#FFFFFF">5</text> |
| 110 | <use data-icon="tabler-filled/gift" x="72" y="603" width="24" height="24" fill="#2D8A4E"/> |
| 111 | <text x="105" y="591" font-family="'Helvetica Neue', Arial, sans-serif" font-size="17" font-weight="bold" fill="#1A3A5C">Questionnaire Incentive (Branded Pen)</text> |
| 112 | <text x="105" y="618" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" fill="#5D6D7E">Premium branded pen for completing lifestyle questionnaires — improves data quality (40% → 70%)</text> |
| 113 | <!-- Impact --> |
| 114 | <rect x="680" y="578" width="80" height="24" rx="12" fill="#E8A838" fill-opacity="0.15"/> |
| 115 | <text x="720" y="595" text-anchor="middle" font-family="'Helvetica Neue', Arial, sans-serif" font-size="13" font-weight="bold" fill="#E8A838">MEDIUM</text> |
| 116 | <!-- Cost --> |
| 117 | <text x="880" y="595" font-family="'Helvetica Neue', Arial, sans-serif" font-size="14" font-weight="bold" fill="#2D8A4E">Very Low</text> |
| 118 | <!-- ROI --> |
| 119 | <rect x="1040" y="575" width="160" height="40" rx="4" fill="#2D8A4E" fill-opacity="0.08"/> |
| 120 | <text x="1050" y="594" font-family="'Helvetica Neue', Arial, sans-serif" font-size="12" fill="#2D8A4E" font-weight="bold">★ Highest ROI</text> |
| 121 | <text x="1050" y="609" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#2D8A4E">40% → 70% response rate</text> |
| 122 | |
| 123 | <!-- Footer --> |
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| 125 | <text x="60" y="710" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">Source: Director A & Director B Proposals — Consolidated & Prioritized</text> |
| 126 | <text x="1100" y="710" font-family="'Helvetica Neue', Arial, sans-serif" font-size="10" fill="#95A5A6">CONFIDENTIAL</text> |
| 127 | <text x="1220" y="710" text-anchor="end" font-family="'Helvetica Neue', Arial, sans-serif" font-size="11" fill="#95A5A6">8</text> |
| 128 | </svg> |
| 129 |