Newgen Results Corp., San Diego, and Volkswagen of America Inc. announced yesterday that more than 1,000 Volkswagen and Audi dealers in the United States and Canada are going to be able to participate in a direct mail promotion and teleservices system with what Newgen calls “a proven track record for enhancing customer retention and brand loyalty.”
Volkswagen will be using Newgen’s service-oriented RESULTS customer relationship management technology.
The marketing system starts when a customer makes a purchase and extends through the entire ownership cycle of service/warranty to the next purchase.
The RESULTS CRM process begins with data purification to remove data errors. RESULTS will then assist the dealers in promoting customer retention through timely and accurate dissemination of information via e-mail, letters and teleservice activity.
The RESULTS system will replace the mail-only service reminders provided to Volkswagen of America by Computer Care, a division of ADP Dealer Services that Newgen acquired in November 1999.