Ford Motor Company
Case Study
Website: http://www.ford.co.uk
Sector: Motor
Ford Talkback
Ford Motor Company developed a loyalty programme targeted specifically at company car drivers. Supported by a quarterly magazine containing articles of interest to drivers and related offers, Talkback was a membership based programme.
The programme was designed to maintain loyalty to Ford as well as convert drivers of competitive marques. Loyalty and conversion were measured by pre and post purchase behaviour. All communications were timed to coincide with the known vehicle change cycle of each Talkback member.
The programme provided test drives for its members for specific vehicles through Test Drive 24 as well as providing timely, relevant company car information and tax advice. Other programmes were developed to expose members to the latest Ford products and innovations through regional driving events. These events were also used to generate important feedback on all aspects of the vehicles including opinion on technical innovations.
EWA designed and implemented the Talkback membership programme and further extended its reach through the development of the Test Drive 24 programme. At its core a database, comprising 395,000 drivers of Ford and competitive marques, facilitated customer communication, segmentation and analysis.
The EWA contact centre managed all customer communications - from requests for information and advice through to managing competition response and selecting letters for inclusion in the magazine. Event invitations were controlled through EWA’s event management system to ensure the smooth flow of invitations, response and ticketing.
Talkback returned significant loyalty and conversion to Ford Motor Company.
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