White Card
Type
applied research project
Start Date
March 1, 2007
End Date
May 10, 2007
Status
completed
Keywords
Kundenbindungsprogramme
Customer loyalty
Kundenbindung
Description
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.
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.
Leader contributor(s)
Pernet, Nicolas
Funder
Topic(s)
Kundenbindungsprogramme entwickeln
Method(s)
Qualitative Methoden
Marktanalysen
Range
Institute/School
Range (De)
Institut/School
Principal
BMW Group
Division(s)
Eprints ID
51521