VOLVO IS HOPING for a 20% to 30% response rate from a new campaign designed to encourage car owners to return to the dealership for service long after their warranties expire.
To do this, the auto manufacturer is turning to Carabunga, a Web-based series of templates that dealers can use to design customized direct mail or e-mail. The promotions can target individuals or segments based on variables like mileage or service records.
Loyalty Benefits
It’s understandable why this sort of CRM initiative would rev Volvo’s engine. After all, the loyalty benefits for the auto manufacturer can extend well past aftermarket sales, says Bob Yount, vice president of product development for Newgen Results Corp. in San Diego, which developed Carabunga.
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