Suzuki CRM scheme
August 10th, 2010 by Richard Aucock
SUZUKI is looking to improve its brand perception and build relationships with its customers with a new CRM programme.
A new emphasis on strengthening interactions with customers will come from the appointment of an agency that has already created some fresh marketing initiatives.
These, we’re told, will play on the words LIFE and MY, which build on Suzuki’s long-running tagline, ‘Way of Life!’.
It is ‘LIFE’ that will become the core of all Suzuki car dealer dealings with new customers. This will be complemented with a scheme for existing customers, called ‘MY’.
Rebecca Morrison, CRM Manager at Suzuki, said: ‘Our CRM strategy had to help us stand out from the competition, so we needed a customer-centric programme that was able to deliver measurable results with real impact and flair.
‘We have invested heavily in this programme to improve our understanding of prospects and customers, to ensure a focused and harmonious message runs throughout all our marketing activity.’
The secret, said Nexus/H’s James Osborn, was to create a ‘big idea’ that could run through the whole programme. This had to tie in with Suzuki’s existing public face, while being flashy enough to help the firm step up in customers’ consciousness.
The results are rolling out now across a broad range of media.
Car Dealer Magazine will be eager to hear from Suzuki dealers on the results of this new marketing push.
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