Suzuki Gb Launches Customer Relationship Marketing (CRM) Programme

MILTON KEYNES, UNITED KINGDOM – Aug 2, 2010: Suzuki GB is pleased to announce the launch of its new CRM programme. The new programme aims to improve the brand perception amongst prospects of its automobile, motorcycle and marine divisions, and to build a stronger relationship with them.

Suzuki GB has appointed integrated advertising agency Nexus/H to implement the new programme and they have created two distinct identities that will be central to the CRM programme, playing on the words LIFE and MY, which build on Suzuki’s core 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. 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’, immediately denoting the idea of pride of ownership and being part of a brand that they can enjoy and relate to.

Suzuki’s CRM programme will form part of an integrated strategy and has been specifically created to complement and support Suzuki GB’s wider marketing activity, ensuring a consistent and relevant message is communicated across all channels and customer touch points.

Speaking about the CRM Programme, 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.”

James Osborn, Client Services Director, Nexus/H said: “The main challenge was to create a big idea that could run throughout the CRM programme, whilst supporting Suzuki’s proposition 'Way of Life!'. Our integrated approach and in depth understanding of the Suzuki brand enabled us to tell the brand story in an engaging and effective way through multiple prospect and customer touch-points.”