Back in November I purchased a 2006 VW Passat. Ten days into owning it I had to send it back to the dealer for a new parking brake button. My new baby was gone for 10 days as the button was airmailed from Germany.
Just the other day I received a $10 gift card to Starbucks from VW apologizing for the inconvenience of having to drive a Ford Focus for 10 days. This simple gesture on behalf of VW's CRM system has turned this customer into one that will tell everyone about a 10 day inconvenience with a new car into a brand building story about getting free coffee from a forward thinking car company!
Cheers, VW, your CRM system was worth it in my book!
How did you know I like Starbucks Chai Tea?