New Guarantee Puts Customers in the Driving Seat
Category: Media Supplement
Published: 8th Jul 2011 16:51:38
Customers placed in the driving seat as Carcraft launches major new guarantee
A major initiative has launched this week designed to bolster consumer confidence in the used car market.
An industry leading guarantee and benefits package has been introduced to offer potential customers greater peace of mind and after they leave the showroom.
The ‘Drive Happy’ guarantee package has been devised by the UK’s largest car supermarket group Carcraft and is being supported with a multi media advertising campaign.
Included as standard with every car bought, the ‘Drive Happy’ guarantee package includes a 1 year parts and labour guarantee, free servicing for the first year after purchase, 1 year RAC Roadside assistance, plus a free MOT if needed (within the year).
Head of Marketing at Carcraft, Julia Dallimore explains the move: “Britain’s used car market has suffered in recent years thanks to a major decrease in available finance options for customers.
“We wanted to be at the forefront of reviving the industry and knew consumer confidence was crucial, with an enhanced customer experience key to this. We listened to what our customers said they wanted and need to give them peace of mind before purchasing a used car and acted accordingly.
“With our new guarantee policy we want to remove any concerns customers may have and provide the highest quality customer care on the market. We’ve also included some extra benefits and added value items to achieve this.”
The guarantee is the latest stage of Carcraft’s Drive Happy campaign, which launched with a heavyweight marketing campaign at Christmas, based around customer’s happy car journeys rather than direct selling - a major departure for the sector.
“We already have in place a thorough 120 point car check and dedicated customer services team. We also utilise new channels such as social media to track and engage with customers which allows us to resolve any problems, as well as pick up positive feedback. We know we still have great strides to make as a business and sector but this is another positive step in putting customer needs at the heart of everything we do.”
Visit http://www.carcraft.co.uk/whybuy to see the full list of services Carcraft offers customers.
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Harvard CitationUK Wired News, 2011. New Guarantee Puts Customers in the Driving Seat [Online] (Updated 8th Jul 2011)
Available at: http://www.ukwirednews.com/news/168741/New-Guarantee-Puts-Customers-in-the-Driving-Seat [Accessed 24th Apr 2014]
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