【正文】 groups ?Reports on the BMW Report Center provide a consistent form of measurement ?Cost per lead, response and sale measurement ?Crossperation of product purchases Controls and Measurement Page 12 ?Increased munication effectiveness ? Integrated database used by all groups ?Increased efficiency – The right information to the right customer at the right time ?Reduced munication expense ? Fewer pieces mailed with higher effectiveness ?Increased customer participation ?Increased customer satisfaction ?Increased corporate and center profits ?A higher level of data from and about BMW customers Benefits to BMW Relationship Marketing Strategy Page 14 ?All programs are built on a stateoftheart customer relationship management database which provides: ?More information on owners and prospects than BMW has ever assembled before ?Powerful tools to support BMW loyalty and prospect conversion programs ?Automated munication that supports the Owner Experience The Database Page 15 ?Increase customer loyalty ?Increase prospect conversion to sales ratio ?Increase vehicle sales through existing customers ?Maintain existing BMW household records ?Keep munication costs down while increasing effectiveness ?Develop a consistent process of program measurement 2023 Database Marketing Goals Page 16 ?Use the marketing database to realize a munications dialogue with both our prospects and our customers ?Systematic use of customized information to attract and retain customers ?Facilitate mutually beneficial and relevant information exchanges ?Increase owner loyalty and customer acquisition rates ?Strengthen BMW brand perception at the individual customer level BMW Relationship Marketing Objectives Page 17 ? Consumer Communications ?Wele Kit ?Loyalty Communications ?Prospect Prioritization/Extending the Dialogue ?BMW Magazine Enhancements ?BMW Owner’s Circle ?Financial Services Programs ?Credit Card Banking Customer Acquisition ?Cross Sell and Up Sell Marketing ?Opportunistic “Quick Win” Programs Core Communications Program Page 18 The Owner Wele Kit Page 19 ?A static kit ?Information on ?BMW, the Brand ?BMW, the Company ?BMW, the Products ?It weled people to the brand, but offered no real taste of the BMW Experience The old wele kit was: Page 20 ?A personal wele kit – that owners realize was created just for them ?It arrives within the first 30 days ?It is a dialogue opener, an invitation to the BMW experience that extends over a full year ?Each of the kit pieces enhance your perception of the BMW Brand and the Experience ?Multiple calls to action which lead you deeper into the Experience ?It inherently fosters the collection of information needed for further relationship dialogue The new BMW wele kit Page 21 ?Weekly feed of new owners from the database ?Rapid record cleanup for mailing ?Weekly fulfillment of corrected names, addresses and data to the wele kit program ?Monthly maintenance of the database which supports all owner and prospect munications The Database Supports the Wele Kit Page 22 ?Task: Provide individual customer data for personalized wele kit fulfillment Strategy: ?Provide new owner personalized fulfillment information on a weekly basis ?Recover key information requested ?Maintain owner files based on collected information for future programs ?Identify customers by model, financial status, and preparatory segmentation (. loyalty, activity, etc.) Wele Kit Fulfillment Process Page 23 Loyalty and Owner Communications Page 24 ?BMW customers are fiercely loyal to their brand ?Loyalty can be measured: it is the repurchase rate ?Successful loyalty is a two way street ?Customer loyalty