Portal de Periódicos da CAPES

Case Study: Vauxhall Motors — Engineering profitable long-term customer loyalty

2003; Springer Science+Business Media; Volume: 4; Issue: 4 Linguagem: Inglês

10.1057/palgrave.im.4340204

1478-0844

Kate Boothby,

Customer Service Quality and Loyalty

Vauxhall's outstanding approach to customer relationship marketing (CRM) earned one of the UK's top car brands a shining Silver Award from this year's IDM business performance awards judging panel. For the last decade, Vauxhall has been the UK's number two for new car volume sales. Vauxhall have adopted an integrated relationship marketing programme that delivers what so many others only promise. Scrupulous attention to monitoring and evaluation has enabled Vauxhall to show the generation of genuine incremental business and a positive impact on their already established brand. The judges were particularly impressed that ‘the research undertaken enriched the outcome’. This case study is an exemplary one regarding data collection, tracking and evaluation of the impact of a customer relationship management programme. The case study is intended to convey an appreciation of how a CRM programme can return genuine incremental sales; an understanding of how an integrated, multichannel campaign is managed; an appreciation of the importance of linking acquisition and retention activity; an understanding of the importance of collecting complete customer and prospect data; an insight into the importance of ensuring key stakeholder commitment to your programme; an understanding of the importance of research for planning and monitoring a CRM programme; and an appreciation of how permission marketing can create a healthy dialogue with stakeholders and customers.