Honda (UK) ‘Power of Dreams’ Case Study
Agency: Hicklin Slade & Partners
Client: Honda UK
In a bid to change customer perception, from being a reliable but dull car manufacturer, Honda launched its ‘Power of Dreams’ strategy.
Honda developed a welcome pack for all new Honda car owners by involving them in the company philosophy and explaining the ‘Power of Dreams’ concept.
A visible part of the customer contract, the pack is designed to put customers in control of the type of messages they receive and when and how they are communicated with.
A three-year contact strategy was devised and the welcome process streamlined into one device that could be used to house a number of important messages to new customers.
Since introducing the welcome packs customer satisfaction has risen from 70 to 75 per cent. Honda has risen from fifth to third place in the independent JD Power survey on best car manufacturers.
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