21 July 2008

BMW vs Audi real world brand engagement exercise part 5

One point I forgot to mention last week was that 3 weeks ago, I sent my 3 series in for a service at BMW. This is the dealer I purchased the 3 series from about 6.5 years ago. They have a record of the service history of the car as it has been serviced there since new. By default they therefore have a record of the fact that the car is nearly 7 years old. A simple piece of software, bought off the shelf should allow them to integrate both sets of data.

Just to recap, I bought the car there, have serviced it there and have sent it there for other repairs (It's my wife's car so they see it quite often, expecially to fix dents!) for nearly 7 years. Surely I'm the first place the sales force should be looking when they want to make another sale?

So, when I sent the car for the service, I asked him what the trade in value of my 3 series would be. He explained that he couldn't help but would get one of the sales force to contact me.

No body has called.

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