What does "Brand Loyalty" mean to you? Although there are several different directions and definitions, the best definition comes from www.exploreb2b.com, "Marketers across every industry struggle to figure out how to get customers on board. But the real magic comes when you figure out how to keep them. The lifetime value of a customer is what helps brands thrive over the long-term. Recruiting new customers is expensive; retaining them can be surprisingly affordable."
So what makes Volkswagen unique and why do fans stay loyal to the Volkswagen brand?
*Loyalty Discounts:
Volkswagen France offers loyalty discounts to those who currently own a Volkswagen vehicle. They also offers a VIP Rewards Program where you can earn points for every purchase and service.
Below is a graph from Volkswagen France that shows the Volkswagen as being the Most Loved Family Car Brand.
*Reputation Management:
"Volkswagen India has initiated consumer-centric marketing initiatives
like Prospect Dialogue Program (PDP) and Customer Dialogue Program (CDP)
to increase customer engagement to reiterate brand commitment. The
Prospect Dialogue Program (PDP) includes a Lead processing activity,
which is a ten-minute call back facility to VW’s customers in an effort
to reach out to their needs."
*Customer Satisfaction:
This includes customers' needs and expectations, ongoing communication with customer's, expert advice, satisfaction surveys, and various survey methods.
*Understanding the Market:
To reach certain people, a company has to understand the market. At Volkswagen India, since there are a lot of professionals, they decided to market through LinkedIn. LinkedIn is a social network that engages with professionals all over the world. Once on LinkedIn, Volkswagen India used recommended ads to target and encourage the Indian population to engage in conversation. Volkswagen India also created a company page to showcase the company.
Why do you stay loyal to Volkswagen?
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