CRM
Kia’s after-sales communication, filled with such gems as ‘congratulations you are now one of 290,000 proud Kia owners’ didn’t have a lot in it for customers. So why not throw in the odd incentive, particularly if you can find willing cross promotion partners? After all, Kia’s main proposition is ‘the power to surprise’. I reinvented what Kia was doing at each key point in the ownership journey, be it giving away music vouchers and carwashes, or introducing the concept of Kia Gold Class for test drives. Maybe customers will turn around and think ‘Kia continues to add value long after my initial purchase’. Or better yet, ‘Kia is a brand I’m happy to tell friends about’. Now that would be good.