Relationship Marketing Strategy and implementation

The customer market domain: Managing relationships with buyers 107

PROSPECTING

MAIL VIP PACK

‘ARCHIVE’

C ATA LYS T

TELEMARKETING

FOLLOW-UP CALL

TEST DRIVE

&/OR BUYS CAR

LETTER TO

PROSPECT

LETTER TO

DEALER

SECOND PHASE

TELEMARKETING

VOUCHERS

RECEIVED

PROSPECT’S

INTENTIONS

REPURCHASE

INTENTION

EXISTING

ROVER OWNER

makes own arrangements for test drive

new customer

yes

yes

no

no

same

changed

more

than 6

months

away

1 2 3 4 6 7 9

10

11

8

5

Figure 2.4.2 Overview of the Conquest ’91 process

1 Prospecting using a variety of methods.

2 If the prospect is an existing Rover owner, allocate to the Catalyst programme. If not, allocate to Conquest ’91

programme.

3 If the repurchase intention is more than six months away, ‘archive’ for requalification at a later date. If not, load

on to mailing files for the appropriate month.

4 Mail the VIP pack approximately three months ahead of stated repurchase date.

5 Prospects might respond immediately by making their own arrangements for a test drive.

6 Telemarketing follow-up call after two weeks to confirm receipt of the VIP pack and arrange a test drive if necessary.

7 If circumstances have changed or prospect refuses a test drive, update database and ‘archive’ information as Step

3. Otherwise, confirm prospect’s choice of dealer.
   8 Simultaneous letters of confirmation sent to the dealer and the prospect. (At this point, Rover effectively hands
   over responsibility for the sale to the chosen dealer. Note that if the dealer does not fulfil the commitment, the
   prospect has the option to get back in touch with Rover direct via a Freefone helpline. If necessary, Rover takes
   over the process again at Step 11 – see flow chart.)
   9 Prospect takes test drive (and/or buys car) and submits validated incentive vouchers for fulfilment.
   10 If vouchers are received, Rover updates database and, if vehicle has been purchased, allocates new customer to
   Catalyst.
   11 If vouchers are not received, Rover implements second phase of telemarketing to establish if anything went
   wrong (in which case attempts are made to repair the damage) or if circumstances have changed (in which case
   the database would be updated as Step 3).
   12 The ‘archive’ is a database of longer-term prospects. Periodic requalification exercises keep the repurchase infor-
   mation up to date, and prospects are then selected for mailing at the appropriate time when they move into the
   purchase window.