Mitsubishi Picks Autobytel for Dealer CRM

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Mitsubishi Motors of North America Inc. selected Autobytel Inc.'s Retention Performance Marketing customer retention program, Autobytel announced this week.


Mitsubishi said it will use RPM to power its new Diamond Care Service Marketing Program, a nationwide initiative to build brand loyalty at local dealerships.


RPM, which provides customer service reminders via e-mail, phone and direct mail as well as personalized-service customer Web pages on dealership sites, is a key part of Mitsubishi's dealership service customer retention strategy.


Though the program officially began Feb. 13, several Mitsubishi dealers signed up for it over the past few months. One dealer already has seen a 23 percent response rate from the program.


Autobytel, Irvine, CA, said that dealers using RPM report on average a 21-to-1 return on investment and a 29 percent response rate.


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