GM Reaches Out to Owners Through Web | Adweek GM Reaches Out to Owners Through Web | Adweek
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GM Reaches Out to Owners Through Web

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NEW YORK -- Looking to reinforce their relationship with the customer post-purchase, General Motors has launched a free online ownership program.

The service, which people can sign up for using "Owners" links at Chevy.com, Pontiac.com or by visiting MyGMLink.com, allows customers to get e-mail service reminders, access information about their specific GM vehicles and receive special promotions. It is now available for owners of the Chevrolet Corvette, Suburban, Tahoe, and Avalanche and all Pontiac models and will be rolled out to all GM vehicle owners in the U.S. during the first half of 2002.

"What do you do after [the purchase] to keep GM in the consumer's consideration set?" said Wing Pepper, vp of marketing strategy at Modem Media, the Norwalk, Conn.-based i-shop that helped develop the program. "It's about nurturing that relationship over that period of time."

Some of the perks of the program include online owner's manuals, instructional videos, scheduled maintenance reminders, a service locater, service history log and recall notifications. Owners are also extended marketing offers from select GM partners, such as bonus frequent flier miles with Delta Airlines and discounts from Enterprise Rent-A-Car.

"The program is built around managing a phase of a relationship versus a product," said Pepper. "That's a profound shift in how GM as a company works." Cognizant Technology Solutions Corp. in Teaneck, N.J., built the site's back-end.