In a post on 23rd Feb '09, I had written what Fiat should do to win back customers. Exactly one month later, the same message gets conveyed :). Am glad. Have a look at the ad below. Now the key would be to sustain this campaign for a considerable time; if the message gets registered deep, Fiat would find itself on (a much better) track. Hope that happens too.
Fiat’s sending out the right message
2 responses to “Fiat’s sending out the right message”
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I believe its for the first time a Car Company is trying to impress using its After sales service as the peg for driving Car sales.
The problem are a few problems that this communication will not be able to address, considering FIAT cars are not typically an entry segment.
1. Service is usually an aspect taken for granted.
2. Its deliverables are something that build an impression through exerience.
3. Sadly, of all the offered services, none is actually unique or a differetiator.
Is this enough to get customers????
Just to clarify where I’m comming from, If the same was SBI with maximum ATMs and Branches, security in terms of being a Government entity and now I’m talking of improved services through helplines, computerised systems and Credit Card offers… How much of customers can you acquire from HDFC, ICICI, Citibank?? (Would be Hyundai, Tata and maruti in the case of FIAT)LikeLike
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While I get your point, here’s my reading of the situation, which I’ve mentioned in my earlier post as well.
People have always acknowledged Fiat’s products. Products per se have never been the problem for prospects. The reason they stay away from Fiat, even if they like Fiat cars more than the competitive offerings, is the lack of good service.
Talking about services (coz they have actually improved) will resolve a big part of the problem of convincing prospective customers.LikeLike
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