Porsche 356, Porsche 911 Carrera, Porsche 911 GT3, Porsche Cayenne, and the brand-new Porsche Panamera – iconic names reflecting 60 years of sports car history. Car lovers worldwide go weak at the knees at the thought of the sleek machines rolling out of the Zuffenhausen plant near Stuttgart, Germany. Cars, especially sports cars, have an almost palpable fascination for car lovers.
But this fascination has its price: Customers expect extensive care and attention, even long after the sales agreement has been signed. “A lot of times, sales staff or dealers work with a customer for months to get a contract signed. Then the contact suddenly breaks off,” says Jens Puttfarcken, Porsche’s head of customer relationship management (CRM). At Porsche, however, things are different.
Model kits of Porsche’s famous cars help customers fill the time until their real sports car is ready for delivery. Four weeks before the delivery date, customers receive the manual for their future car. And even after they get their keys, customers regularly receive personalized e-mails and a glossy customer magazine. All this is part of Porsche’s strategy to continue interacting with its customers long after the actual purchase.
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