FixedOpsGuy
09-11-2010, 10:13 AM
To the lucky dealers that have been fortunate enough to win your arbitration case and have possibly even re-started, and to the dealers that rolled into NEWCO in an area that had a dealer shut down, here's a good question that should stimulate much talk and get some controversy...
What of the customer base?
Here is the moral (and legal) question:
Chrysler re-assigned all customers of a termed dealer. Should a roll-over NEWCO dealer have the ability to solicit former customers of a termed dealer (through Chrysler Marketing venues and campaigns) if those customers are located in the newly modified NEWCO's marketing territory? (Of course the answer is YES).
BUT, What if that termed dealer won arbitation and re-established itself? What then? Should Chrysler have the obligation to re-send assignment letters to those re-planted customers? And, what about the rollover dealers rights?
Should that rollover dealer now be in ownership of those transplanted customers? Once that customer has created a business relationship with their newly assigned dealer, All Bets are Off...Right?
All is fine with that answer BUT, here is one fact that any good legal council can argue: The new relationship between customer and newly assigned dealer would NEVER have happened if the termed dealer was not termed.(unless of normal customer satisfaction or competition reasons)
Well, Here is the answer right now...(Or, until someone does the right moral thing)...
Just as a quick refresher course, let's look at how this report is generated...
1.) Go to DealerConnect Service Tab
2.) Click On: "On Demand Service Prospector" in the Service Marketing field
3.) Once the On Demand portal opens...Click On: "Order Galley List"
Input all needed information and find these results:
At this point you will see all customers in your database that fit that profile. For dealers that are rollover dealers, your counts may include reassigned customers. And, for those dealers that are reinstated, you will not see any counts.
But there is more, the Smartlink page will pop up and ask if you would like to include those customers.
4.) Exclude Active Smart Link Customers from Chrysler Group Owners?
Answer "No"
5.) Include Active Smart Link Customers with Chrysler Group Owners?
Answer "Yes"
6.) Select "All" mileages for that section
7.) Exclude InActive Smart Link Customers from Chrysler Group Owners?
Answer "No"
8.) Include InActive Smart Link Customers with Chrysler Group Owners?
Answer "Yes"
9.) Select "All" mileages for that section
10.) Select "All" months from last service visit
And now, at this point you will see all customers in your database that fit that profile. For dealers that are rollover dealers, your counts may include reassigned customers. And, for those dealers that are reinstated, you will not see any counts.
On Demand, Smartlink, and the Owner Loyalty Program all operate based on your database and every other database from every other dealer. If a customer in your database were reassigned to another dealer due to your dealer being terminated then the newly assigned dealer will be able to solicit that customer through those Chrysler marketing methods.
If another dealer, any dealer other than the newly assigned dealer, were to establish a relationship with that customer, then that customer is now part of that dealer's database and is now part of any marketing program originating through a Chrysler venue.
All's fair in love and war.
What of the customer base?
Here is the moral (and legal) question:
Chrysler re-assigned all customers of a termed dealer. Should a roll-over NEWCO dealer have the ability to solicit former customers of a termed dealer (through Chrysler Marketing venues and campaigns) if those customers are located in the newly modified NEWCO's marketing territory? (Of course the answer is YES).
BUT, What if that termed dealer won arbitation and re-established itself? What then? Should Chrysler have the obligation to re-send assignment letters to those re-planted customers? And, what about the rollover dealers rights?
Should that rollover dealer now be in ownership of those transplanted customers? Once that customer has created a business relationship with their newly assigned dealer, All Bets are Off...Right?
All is fine with that answer BUT, here is one fact that any good legal council can argue: The new relationship between customer and newly assigned dealer would NEVER have happened if the termed dealer was not termed.(unless of normal customer satisfaction or competition reasons)
Well, Here is the answer right now...(Or, until someone does the right moral thing)...
Just as a quick refresher course, let's look at how this report is generated...
1.) Go to DealerConnect Service Tab
2.) Click On: "On Demand Service Prospector" in the Service Marketing field
3.) Once the On Demand portal opens...Click On: "Order Galley List"
Input all needed information and find these results:
At this point you will see all customers in your database that fit that profile. For dealers that are rollover dealers, your counts may include reassigned customers. And, for those dealers that are reinstated, you will not see any counts.
But there is more, the Smartlink page will pop up and ask if you would like to include those customers.
4.) Exclude Active Smart Link Customers from Chrysler Group Owners?
Answer "No"
5.) Include Active Smart Link Customers with Chrysler Group Owners?
Answer "Yes"
6.) Select "All" mileages for that section
7.) Exclude InActive Smart Link Customers from Chrysler Group Owners?
Answer "No"
8.) Include InActive Smart Link Customers with Chrysler Group Owners?
Answer "Yes"
9.) Select "All" mileages for that section
10.) Select "All" months from last service visit
And now, at this point you will see all customers in your database that fit that profile. For dealers that are rollover dealers, your counts may include reassigned customers. And, for those dealers that are reinstated, you will not see any counts.
On Demand, Smartlink, and the Owner Loyalty Program all operate based on your database and every other database from every other dealer. If a customer in your database were reassigned to another dealer due to your dealer being terminated then the newly assigned dealer will be able to solicit that customer through those Chrysler marketing methods.
If another dealer, any dealer other than the newly assigned dealer, were to establish a relationship with that customer, then that customer is now part of that dealer's database and is now part of any marketing program originating through a Chrysler venue.
All's fair in love and war.