Nature of customer
Moderate satisfaction and loyalty. Moderate current and future potential value.
An owner of average loyalty who replaces their car every three to four years and has a tendency to repurchase from brand.
Not a key segment to influence. But should encourage to subscribe to e-newsletter club and deliver targeted messages around time of renewal.
High satisfaction, moderate loyalty. Low future and potential value.
A satisfied owner but tends to buy second-hand and keeps cars until they have a high mileage.
Engage in dialogue via e-mail newsletter and use this to encourage advocacy and make aware of benefits of buying new.
Low satisfaction and loyalty. High current and future potential value.
A dissatisfied owner of luxury cars who is at risk of switching.
A key target segment who needs to be contacted to understand issues and reassure about quality and performance.
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