The following is an article I wrote in 2001, just before the Dot Com crash.
Benefits to the customer:
- Time sensitive information. Eg servicing and MOT reminders
- Ownership experience enhancement information. Eg. HTML owners’ manuals, accessory availability etc
- Valuation information. An estimate of a car’s ‘residual value’ is based on a computation which adjusts prices currently being achieved in the marketplace for mileage, age and general condition of the car.
- Special offers. Eg. insurance premium renewals, free MOT tests etc
- Non-personalisation! “Just concentrate on looking after my car. I don’t want to be your friend!”
Benefits to the suppliers:
- Continuity of contact with owner between purchases
- Direct targeting of products and services without intruding into the customers’ ‘space’ (offers are left on product’s web page, not necessarily included in emails (at owner’s option).
- Route for proactive selling of next car. In the car industry, one of the prime motivations to change a car is when finance repayments can be continued at the present level with the owner simply stepping into a newer car. Waiting any longer will mean that the current car will contribute less and less to the cost of change – necessitating either a higher monthly finance payment, a cash injection or a lengthening of the agreement. e-CRM enables the supplier to monitor the value of the current car and to advise the owner proactively when that point has been reached.