CUSTOMERS WHO PURCHASE NEW CARS ARE ALMOST CERTAIN TO RETURN TO THEIR SELLING DEALER WITHIN THE PERIOD OF THE CAR'S WARRANTY. AFTER THAT IT DEPENDS ON HOW MUCH WORK THE DEALERSHIP PUTS IN TO KEEP THEM AS A LOYAL CUSTOMER.
AS FOR CARS NOT PURCHASED FROM THE DEALERSHIP (FOR EXAMPLE SAAB VEHICLES NOW SERVICED BY A SEAT DEALERSHIP), AGAIN IT FALLS TO THE DEALERSHIP TO WORK TO KEEP THE OWNER AS A LOYAL CUSTOMER.
COLIN NORTHWAY'S EXPERIENCE WITH AUTOMOTIVE MARKETING
WHILST UNDER WARRANTY OWNERS ARE LIKELY TO RETURN TO THE SELLING DEALERSHIP.
IF YOUR DEALERSHIP HANDLES CAR SALES OR SERVICING OR BOTH
WELCOME TO OUR HOW TO CREATE CUSTOMER LOYALTY SITE
I spent 2 weeks in Ford's Detroit Headquarters studying their Owner Loyalty campaigns
I then developed and ran, arguably the most successful Customer Care program ever. It consisted of regular communications with Owners, and a Renault magazine
(owners used to complain if they didn't receive it).
In addition there were member get member campaigns and a number of very successful dealership promotions.
The Customer Care program was based on that of Renault.
A Customer care program handling Ford Commercial Vehicles.
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