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Aston Martin - Works Service |
| The pride of Aston Martin’s post sales car servicing based at its’ historical factory location, Works Service has carved out an unimpeachable reputation throughout the world. By providing a superior level of personal service, employing a vast experience with the wide range of post-war models and attending to the details that other maintenance operations often ignore. |
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|  | | Let’s Torque
How do you increase your market voice without unnecessarily shouting at enthusiastic owners who already share the company’s passion of producing sports cars that have distinctive and individual character? Use discreet marketing channels and a reserved but confident language to invite ongoing communication with the historical home of Aston Martin where their car was first born.  | |  | | The opt in for ongoing communication with Works Service would be a reserved privilege for Aston Martin vehicle owners that would benefit not only from an extended service offering including upgrades and modifications, but also collectible literature, merchandising and privileged website access. | | This simple and even obvious approach to ongoing communication would however require significant support at all of the customer touch points to ensure that every activity was executed to the highest standards of service that Aston Martin owners’ have come to expect. Behind all the customer communications would be a bespoke database, tailored around the Works Service unique personal service experience. The data strategy needed to encompass fine detail from service reminders to how “Royalty” took their coffee. | |  | |  | | Passion and Dedication
The diversity and potential value of enquiry traffic at trade shows/exhibitions drove a needed for a single multi-purpose literature solution. The solution needed to be able to sow the seed of brand desire at a low unit cost and also flatter principle buyers of Aston Martins’ at a higher unit cost without being too overtly sales oriented.
The solution was to commission a leading photographer to create a series of collectible photographs which on the back would have a title description based around service offerings, each with its own authentication number and reference to being part of a total series (1/10). As the enquiry/prospect journeyed down the sales cycle e.g. visiting a dealership, this would be rewarded with additional photographs in the series until they had the complete series along with a signed letter from the director of sales and collectible high quality box to house them. The series of cards could also act as a reward to continued customer loyalty to a single dealership.  | |  | |  | | Works Maintained, Customised and Tuned
The service team at Aston Martin had advantages over the national dealerships. Apart from the obvious desire for the customer to have their car serviced at the original manufacturing site, they could also perform enhancements such as improving the already hi-performance engines to track racing ready. This privilege other than cost was marked by a small badge that was added to the engine block.
Research discovered that customers had been taking the badge off and using it as a fob for their car keys - in some cases improving its appearance with rare metals and jewels. This outlined an opportunity for further brand leverage with the customer. The complete suit of service offerings by the service team was clarified and categorised to three levels of servicing. The first “Works Maintained” covered standard servicing to maintain the driving performance, the second “Works Customised” covered optional modifications and upgrades to both the exterior and interior; the third “Works Tuned” that already had a history for engine upgrades was to include any performance upgrades to any part of the automobile.  | |
“We continually strive to think of ownership from an owner’s point of view, not only by listening to our customers but asking ourselves ‘what would we want from ownership?” Kingsley Riding-Felce (Customer Relations Director)
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