General Motors A whole new level of loyalty
How we help GM keep customers coming back for more.
We don’t need to tell you that things have been tough for the U.S. automotive industry over the past few years. With declining sales, share numbers, and intense competition from import brands, how does a company like GM create (and keep) brand fans in an environment like this?
Simple: Improve the ownership experience. Engage current GM owners with the brand so when it comes time for a new car, returning to GM is a no-brainer.
Of course, it’s easier said than done. CE tackled the brand loyalty challenge by creating a flexible program of routine communication with owners throughout their ownership cycle, with the Owner Center website at its core. As a result, GM enjoys some of the highest owner engagement rates, and owner loyalty is consistently ranked highest in the industry at just over 60%.
Things are looking up.
KEY RESULTS:
- Engagement communications consistently result in the highest email marketing open rates for GM — as high as 50%, more than triple the industry average — and the lowest opt-out rates.
- GM owner loyalty is consistently ranked highest in the industry at over 60%.
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- GM CRM "Free Agent" Kits
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- GM_10_Digital_Matchmaker3
