To create a delight-program aligned with Client’s brand/corporate values
Customer-delight programs are extremely relevant in Automotive Industry, especially given the high influence of WOM in this category.
These are designed to differentiate Client’s brand from competition by creating buzz around Client brand.
It’s common knowledge that it’s ten times more expensive to acquire a new customer than to retain a current customer.
In the average business, for each customer who complains there are many who feel the same way and don’t speak up.
The ones who complain are customers who feel poorly served and tell between 10 and 20 people about their negative experience with the brand.
Customers (and potential customers) are lost primarily due to indifference (versus dissatisfaction).
Insights from research in the consumer space in the context of delight can be utilized to define the constituent elements of a compelling customer delight program (CDP) – a program that will strengthen Client’s equity in the market.