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Old 09-03-2012, 04:50 PM   #1
Join Date: Nov 2007
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Default L.A. Dealers allow Ford to release "inactive customers" to other Ford Dealers

A report in Automotive News indicates that 75 Ford Dealers in Los Angeles approached the factory and authorized a test where "inactive customers" would be solicited by another Ford dealership in an effort to gain their service business.

Ford, like most OEMs, sends service mailers to their new car buyers and provides coupons and offers that are only valid at the dealership where the customer bought the vehicle. For the test, the 75 Los Angeles dealers agreed to release their customer to the Ford dealership that was closest to their customer if their customer was determined to be "inactive" - no retail or warranty work for the past 12 months.

The initial results of the test proved to be favorable and Ford indicated they may make this option available in other markets if that's what the dealers in that market want to do.

My first impression is I like the idea. We all know that some customers purchase their vehicle outside of their market and if they haven't been to their selling dealer for over a year it's not likely they're loyal to the store.

My only other thought was if the dealer had a good Service Manager who had access to a Cross-Sell report the dealership has probably been marketing to those customers already.
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