In an environment where used inventory is tight and wholesale prices are high, it is even more important than usual for dealers to stay in touch with their current customers and foster brand loyalty, as these customers are often a vital source of used supply. Mitsubishi is helping its dealers do just this by launching its National Parts and Service Communications Program.

Utilizing OneCommand — a marketing solutions company for the automotive industry — the program aims to contact Mitsubishi owners who have not had their car serviced in at least two years through phone, email and direct mail marketing campaigns.

This program has the potential to bring the OEM’s customers back to the Mitsubishi dealerships and into the service department.

This can help give dealers a chance to reconnect with customers that might even be ready to trade in their unit, potentially bringing more used inventory onto dealers’ lots.

Not only does the program serve as a way to potentially increase customer pay revenue, but it also is designed to reestablish owner loyalty for Mitsubishi dealers.

"We are proud to have been awarded the National Program for Mitsubishi Motors North America," said Marvin Grimm, executive vice president of OneCommand.

"Our leadership and expertise in multi-channel service marketing increases service frequency, customer response rates, satisfaction, and ultimately, the manufacturer and dealership’s bottom lines. We are excited to work with Mitsubishi to positively impact these critical areas,” he added.

This past April, during the program’s initial pilot, OneCommand delivered “Spring Car Care” communication to Mitsubishi owners through voicemail, email and direct mail, in an effort to bring "lost" customers back under the manufacturer’s rooftops.

The company noted that the Spring Car Care campaign generated more than $800,000 in customer pay revenue for the OEM “amongst an audience that was previously categorized as inactive.”

OneCommand officials noted that they recognize “the value that this unique, often forgotten customer segment, represents to the manufacturer and the impact that can be realized by providing relevant offers via multiple channels.”

Grimm also explained why his company serves as a good choice for directing this sort of program, noting, "OneCommand understands the importance of re-engaging owners who have lapsed in their service cycle.

"The communication strategy and components we’ve developed to power this program will not only carry forward the evolving and exciting Mitsubishi brand, but the messaging will continue to prompt action and promote repeat service behavior, higher customer satisfaction and strengthened owner loyalty to both the dealership and Mitsubishi Motors North America,” he continued.

Also, based on the recent pilot success and a decade of experience implementing this kind of program, OneCommand contends it has proven its ability to increases response rates by up to 51 percent. 

“The Mitsubishi-specific program will work to re-activate these targeted customers who have not been in for service in 24 months or more and as a result, it will increase customer pay revenue and re-establish owner loyalty for Mitsubishi dealers,” officials explained.