SITUATION
Volvo needed to create “buzz” surrounding its XC90 in the highly competitive SUV segment. With an unsurpassed heritage in vehicle safety, the challenge for Volvo was to demonstrate the XC90’s extremely advanced safety technology and attributes to reinforce its point-of-difference vs. the competition.
SOLUTION
Skip Barber proposed an innovative loyalty program – the Volvo Owner Experience – which was the first of its kind for the SUV segment in North America. Covering 35 markets over two years, the Volvo Owner Experience employed a mix of classroom and behind-the-wheel education. Services provided by Skip Barber included:
- Curriculum design and implementation.
- Development and management of a custom website for registration and information.
- Design and execution of a nationwide logistics solution using two separate vehicle fleets and classroom infrastructures.
Creation and management of post event on-line customer satisfaction measurement system.
The Volvo Owner Experience created passionate Volvo advocates as XC90 owners began spreading the word about the SUV features and benefits unique to Volvo. The program turned customers into advocates.
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Nearly 6,000 Volvo owners participated in the Volvo Owner Experience over 18 months.
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Post-event survey results were extremely positive toward the program and Volvo, including high levels of next-vehicle purchase intent and willingness to recommend Volvo to others.
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