Suzuki GB has launched its new CRM programme, which it hopes will "improve the brand perception" amongst prospects of its automobile, motorcycle and marine divisions, and build a stronger relationship with them.
Suzuki appointed Nexus/H to implement the new programme and it has created two distinct identities that will be central to the CRM programme, playing on the words LIFE and MY, which build on Suzuki’s proposition “Way of Life!”.
‘LIFE’ will form the central theme to all future customer communications.
"The campaign emphasises that life is about moments – what makes great memories, great stories and great feelings," says Suzuki. "It is designed to position Suzuki clearly and simply as the car brand that supports car driver’s way of life."
For existing customers, the central concept is based around the word ‘MY’, denoting the idea of "pride of ownership and being part of a brand that they can enjoy and relate to".
The CRM programme will form part of an integrated strategy and has been created to complement and support Suzuki GB’s wider marketing activity.
Rebecca Morrison, CRM manager, Suzuki GB said: “Our CRM strategy had to help us stand out from the competition, so we needed a customer-centric programme that was able to deliver measurable results with real impact and flair.
"We have invested heavily in this programme to improve our understanding of prospects and customers, to ensure a focused and harmonious message runs throughout all our marketing activity.”