The
Service Consultant
Promise
Customer loyalty campaign
Audi Zentrum Frankfurt: The service consultant promise
The task.
As part of our holistic marketing support for the Audi Zentrum Frankfurt across all deparments and communication channels, we and our contacts in service/after-sales were able to identify a number of topics that needed to be worked on conceptually and brought to life:
- EA 189 customers who have to go to the workshop
- Service customers who have not used the service workshop for more than 12 months
- Used car buyers (private and commercial) from the last 12 months
Audi Zentrum Frankfurt: The service consultant promise
The implementation.
All three target groups are essential for the service division and demonstrate one simple goal: to help customers become more familiar with the services of the Audi Zentrum Frankfurt and to convince them of their value with great service.
Our idea: the service consultant is the key figure in this scenario. His or her nature, competence, charisma and commitment are essential in determining whether a customer will come back or not. So let’s give the service consultant a marketing instrument with which he can advertise to his customers personally, self-confidently and in an eye-catching way:
The Service Consultant Promise.
Audi Zentrum Frankfurt: The service consultant promise
The implementation.
Our campaign’s focus was on direct communication with our customers by mailing. By using an order number code stored in the system, every customer who came to the workshop with a voucher could be documented. We documented customer visits from March to November.
Audi Zentrum Frankfurt: The Service consultant promise
The result.
Reporting period: March to September 2016
The service mailings for used car buyers (private and commercial) from the last 12 months will be continued quarterly.
Workshop turnover generated in the period under review (parts and labour):
+147.615,96 €
Generated workshop orders in the reporting period: 162
