University of St.Gallen
research platform alexandria
search projects
browse projects
by person
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
 
by year
by project type

White Card

abstract The BMW customer card, as the umbrella for CRM activities,
delivers increased value to BMW by improving brand Image and
increasing Customer loyalty. It is aimed to identifiy and target BMW drivers (new car, used car, user chooser), Reward specific behaviour,
Strengthen the BMW brand perception and the differentiation towards the competitors and Increase cross- and up-selling by a improved management of customer touchpoints.
   
keywords Kundenbindungsprogramme, Customer loyalty, Kundenbindung
   
partner
type applied research project
status completed
start of project 2007
end of project 2007
principal BMW Group
additional informations
topics Kundenbindungsprogramme entwickeln
methods Qualitative Methoden, Marktanalysen
contact Nicolas Pernet