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Customer Sales & Service –
Customer Engagement/Retention Program
  • Data
  • Analytics
  • Technology
  • Engagement

GM partnered with Epsilon's Aspen Marketing division to create a CRM program that engages customers with their dealerships to drive them back in for regularly scheduled maintenance on their GM vehicle(s). Over the course of the ownership lifecycle, the objective is to migrate customers from their existing vehicle to a new purchase with the ultimate goal of lifelong loyalty.


The program was designed to create and achieve several imperatives:

  • Utilize "smart logic" to provide appropriate communication cadence and sync up vehicle mileage with
       maintenance schedule notifications
  • Provide a cost-effective, dynamic creative template that delivers the overarching GM brand positioning while
       allowing localization of dealer content (address, convenience messaging, offers)
  • Leverage analytics & predictive models to drive appropriate service and sales messaging
  • Test program variables continually to optimize contact strategies and ROI