Luxury car makers aiming to dominate the top-end segment of the market, need to reimagine themselves as lifestyle services providers, to differentiate themselves from other players in the auto sector.
Some key strategies could be as follows:
a) Empowering their premium customers to feel special, by enabling them to select special appearances (both external and internal) of their cars, via various feasible options on their apps or website,
b) Rewarding their premium customers via rewards program on every transaction – from buying a car to getting it serviced, and from buying accessories to even referrals,
c) Enriching the rewards program by exploring opportunities for cross-promotions with some leading brands, which cater to the aspirations of same premium customers. Such a strategy would enable better fulfilment of overall aspirations of such premium customers,
d) Initiating “Customer as a co-worker” step, to elicit feedbacks as well as suggestions from their premium customers via an app or website. Valuable suggestions could be implemented and duly appreciated. This should enable further strengthening of the brand value of such luxury car makers,
e) Individuals/families/establishments/corporates owning more than one model of such car brand, could be categorized under special categories, say for example - “Bronze, Silver, Gold, Platinum” etc depending on the value/number of cars they own, and privileges under each category be worked out accordingly, and
f) Re-imagining customer relationship, by organizing orientation sessions both online and offline, based on the feedbacks from company authorized workshops. Besides #wewantyousafe campaign, focusing on the critical importance of safe driving practices, simple precautions to address common defects/problems found in cars which come for servicing/repairs etc could be key topics for such orientation sessions. This would be a further booster for ‘value for money’ feature for such car brands, and which in turn would enhance the loyalty factor via ‘word-of-mouth’ publicity.
And so on....
Some key strategies could be as follows:
a) Empowering their premium customers to feel special, by enabling them to select special appearances (both external and internal) of their cars, via various feasible options on their apps or website,
b) Rewarding their premium customers via rewards program on every transaction – from buying a car to getting it serviced, and from buying accessories to even referrals,
c) Enriching the rewards program by exploring opportunities for cross-promotions with some leading brands, which cater to the aspirations of same premium customers. Such a strategy would enable better fulfilment of overall aspirations of such premium customers,
d) Initiating “Customer as a co-worker” step, to elicit feedbacks as well as suggestions from their premium customers via an app or website. Valuable suggestions could be implemented and duly appreciated. This should enable further strengthening of the brand value of such luxury car makers,
e) Individuals/families/establishments/corporates owning more than one model of such car brand, could be categorized under special categories, say for example - “Bronze, Silver, Gold, Platinum” etc depending on the value/number of cars they own, and privileges under each category be worked out accordingly, and
f) Re-imagining customer relationship, by organizing orientation sessions both online and offline, based on the feedbacks from company authorized workshops. Besides #wewantyousafe campaign, focusing on the critical importance of safe driving practices, simple precautions to address common defects/problems found in cars which come for servicing/repairs etc could be key topics for such orientation sessions. This would be a further booster for ‘value for money’ feature for such car brands, and which in turn would enhance the loyalty factor via ‘word-of-mouth’ publicity.
And so on....
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