【正文】 eased customer satisfaction ?Increased corporate and center profits ?A higher level of data from and about BMW customers Benefits to BMW Relationship Marketing Strategy Page 15 ?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 16 ?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 2022 Database Marketing Goals Page 17 ?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 18 ? Consumer Communications ?Wele Kit ?Loyalty Communications ?Prospect Prioritization/Extending the Dialogue ?BMW Magazine Enhancements ?BMW Owner’s Circle ?Financial Services Programs ?Credit Card amp。 timely knowledge of the prospect and sales process ?Increase the overall effectiveness of future prospecting programs by learning from this one Prospect System Benefits Page 43 Quick wins: X factor programs Page 44 ?The BMW Database offers a huge opportunity to utilize information to refine BMW programs ?X Factor programs are built on data mining, and deliver: ?Highly effective marketing programs ?Incremental revenue opportunities ?Low cost per sale ?Increased customer/prospect contact and satisfaction X Factor Situation Page 45 ?The Loyalty and Prospect Programs, bined with the database, offer great potential for creative, interactive X factor programs: ? Contests ? Programs for Women/Minorities ? Special Events ? Referral Programs ? Certified Previously Owned Cars ? Second BMWs in every home ? Lifestyle Programs ? Congratulatory Mailings to 3+ BMW Owners X Factor Initiatives Page 46 Q1 Q2 Q3 Q4C P O P r o g r a mO w n e r R e f e r r a lC a r B i r t h d a yL a u n c hPlus improved reporting, query development and a half dozen new ideas to be developed and implemented during the year X Factor: something new every quarter Page 47 ?Identify ways to build relationships with female owners: ?Bring them to the Brand, and keep them longer ?Appeal to their unique needs ?Recognize the purchasing power and influence that automotive marketers typically ignore ?Provide tools that reduce predealer visit anxiety ?Tailored munications that highlight what women are looking for ?Live chat support by females ?Develop a work of female sales reps X1 Women’s Program Page 48 ?Identify households that are prime prospects to purchase a second BMW ?Analyze multiple purchase households ?Target groups most likely to purchase a CPO vehicle ?Households with teenagers or young adults ?Identify seasonality – graduation, etc. ?Test the program on curren