Customer for life - using business tools to build sustainable relationships

Johannes Fleck, Adrian Wimbush and Anarkali Check

This paper addresses the success story of Volvo in Germany who, by working hand-in-hand with their dealers using the global 'Customer for Life' programme, has significantly increased customer loyalty to Volvo and its dealers.

Customer for life – using business tools to build sustainable relationships

Johannes FleckVolvo Car Corporation, Germany

Adrian Wimbush and Anarkali CheckGfK Automotive, United Kingdom

INTRODUCTION

This paper looks at how the application of a global customer...

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