Who 'owns' your customer information?
Who "owns" my customer information? The manufacturer or the retailer? At issue is ownership of the customer relationship and its impact on the bottom line. But wrangling over ownership of customer information and customer relationships is not only counterproductive, it's pointless. The customer owns the information.
Customers value a blended channel strategy. They appreciate it when dealers and the manufacturer work together to provide a seamless customer experience.
Visit CNN for a review of one company who got it right and thereby managed to become the first car manufacturer to offer all of its models directly via the Internet, U.K.-based Vauxhall Motors, a division of General Motors.
