It might make you a bit nostalgic, but this campaign is the first of a new breed. As part of the SEAT Service 'We Give You More' communication strategy a range of digital and traditional media will be used to achieve the widest possible reach. The new approach, as with all future 'We Give You More' campaigns, aims to engage owners and develop a lasting relationship that better addresses their needs. For example, by encouraging them register with Club SEAT where they can enjoy exclusive offers and benefits.

To help implement the campaign, and find out more about the 'We Give You More' strategy, there's an essential user guide full of examples and advice. If you don't have one already you can download it on the KISS portal at http://kiss.seat.com/.

As reported in the December 2009 newsletter, development is well underway. The system now includes full integration with the DMS, meaning it's easy for Authorised Services to manage and promote offer packages. Service Online has already been successfully piloted in Spain, where it has been used by 300 Authorised SEAT Services, generating 140,000 visits in a year and 10,000 subscriptions. Now it's time to go global!

Service Online is ready to roll out to the countries. And advanced features like the integrated Google Maps dealer search will add a new level of interaction and functionality to national websites.

New templates, designed by Service Organisation and Marketing, deliver an integrated look and feel, and can be adapted to fit the needs of each market.

So, how does it work?

Visitors to Service Online will be prompted to specify their model, either by entering their VIN or number plate details, or by using the car configurator interface.

Offers and services are tailored to the specific model. Plus, a range of filters make searching easy and efficient. It's possible to localize a search, select a favorite workshop, and even specify preferred types of offers or services.

Customers can add their chosen offer packages to a list and review the cost at any time, so the final total is always clear. Additionally, when an offer is selected further promotions and services from the chosen workshop are displayed.

Having made their selection customers can post a callback request, and their chosen Authorised Service will call and confirm the selected appointment date.

The templates are already available on KISS, so a new level of customer interaction is just a few clicks away.

 Part of the SEAT Service 'We Give You More' strategy is to improve communications with our customers. That means developing attractive product and service offers, as well as engaging and informative content that will appeal to owners and enthusiasts alike. Which is why Service commissioned a series of videos, each to promote a specific feature of the SEAT Service range.

The result? 13 short animations that use thoughtfully designed information graphics to clearly and stylishly deliver their message, while reinforcing SEAT brand values and corporate identity.

As Service increases it's online presence these new videos provide not only entertainment but also important content to be viewed on Club SEAT and the wider web. In addition there are plans to display the videos on screens in Authorized Service reception areas. Watch this space!

For the strategy to succeed a first class level of customer service is essential. That means SEAT Service has a key role to play, which is why a team from Service Organisation and Marketing is now working on initiatives to ensure that the needs, and opportunities, of this new segment are fulfilled.

Their first task is to gain a detailed overview of the current state of the fleet aftersales market. They will also assess the needs of customers in detail by liaising with car leasing and fleet management companies, and by talking directly to dealers. The team is collaborating closely with SEAT Fleet Sales and the VW group to benefit from their valuable experience.

The growth of Fleet represents not only a significant opportunity for Service, but also a reminder of how essential the segment is to the overall business.

The handbook covers both urban and sub-urban, exclusive and multi-brand centres. It includes detailed technical information on general, functional and architectural characteristics as well as the corporate image of the SEAT Service Partner concept. It also includes case studies and example plans covering a wide range of scenarios.

The aim is to make the technical teams' work easier by answering all possible queries in advance. So only one question now remains. How do you get it? The SEAT Service Partner: Technical Architecture Handbook can be downloaded from the MAP portal. Navigate to Service-Parts and you'll find it in the Architecture section.

From March to May the virtual campus team ran an on-line course introducing the technical features of the Ibiza ST, attracting 171 participants from 35 countries.

Again featuring the Ibiza ST, but this time from a business perspective, Aftersales Processes Training in May delivered a packed agenda. The schedule covered a host of topics including updates on on-line courses: CSS on-online, the SEAT Auto Emoción brand builder course, and Selling Products and Services, which gives an overview of the Aftersales portfolio with a view to maximising business opportunities.

There were also sessions introducing face-to-face courses: Product Features and Business Opportunities for the Ibiza ST and, in collaboration with the Technical Service Department, a presentation of the Repeat Repairs Reduction Programme.

In June Aftersales Technical Training focused on the new Alhambra. A initial pilot course introduced trainers to all aspects of the model. It also included a test drive to really familiarise participants with the vehicle.

And finally, Spain's Aftersales department ran a workshop to develop a specialist training programme on painting processes.

The wide range of programmes reflects the Aftersales Institute's objective to continuously improve the quality of training, with the ultimate goal of increasing customer satisfaction. And to do that they need you,

"We warmly encourage our colleagues in the countries to actively participate...your contributions and suggestions are the best way to improve our programmes."

said head of the Institute, José Luis Gonzáles Simó. So contact your country's Virtual Campus Trainer and get involved.

The event was staged in the style of a TV talk show

 SEAT staff swapped headlights for spotlights at this year's SEAT Mexico Brand Day. The event was staged in the theatre of the University of Puebla in the style of a TV talk show and hosted by the famous Mexican presenter Rebecca De Alba.

In front of a live studio audience (the entire dealer network) Ms. De Alaba interviewed 'guests' including department heads and dealership managers. The innovate format encouraged them to chat about business, the SEAT brand, and best practice, in a relaxed and engaging style.

Specific issues, that will be familiar in all markets, are being targeted with the expectation of big improvements in Customer Satisfaction KPI's by the end of 2010. For example, segment 2-3* customer retention and the reduction of repeat repairs. The latter is seen a moajor concern as rectifying problems caused at the workshop has a significant impact on profitability.

Other highlights on the day included best practice presentations by several dealers, including Economotor. They showed how developing new business areas, in this case paint and bodywork, while reviewing and revising existing costs has seen profits increase year on year since 2006.

Before the lights dimmed and the credits rolled the audience was left with one final throught, 'No customer satisfaction, no business', a message that applies not only to Mexico, but to the whole brand.

* Segment 1: cars < 4 years
  Segment 2: cars 4-7 years
  Segment 3: cars > 7 years

 In Hungary, as in most markets, new car sales are decreasing. One result of this, illustrated in the graph, is an increased proportion of customers with cars aged over 4 years (segments 2-3). Customers in those segments are known to be more price sensitive and less loyal to authorised service centres.

But when faced with this challenge the Hungary team didn't see a problem, they spotted an opportunity.

The objective of the 'Szerviz4+' voucher campaign is to reactivate at least 5% of inactive segment 2-3 customers. In real terms around 1000 SEAT owners. Additionally it aims to:

• Update the CRM database
• Increase turnover on parts and labour
• Increase customer loyalty
• Promote new car sales

The central campaign mechanism is a booklet of vouchers offering attractive deals on parts and labour. Booklets are easily available from Service centres, online at SEAT.hu, as well as being mailed directly to target prospects. Each one has a serial number which means the team know exactly which offers have been taken up and by whom.

The campaign is also a staff motivation programme, with the top 7 sales advisors winning a 3 day visit to Barcelona and SEAT SA HQ in September 2010. And it's clearly working. The figures show that until May 2010 about 477 previously inactive customers have returned to SEAT Service. At the current rate that means the team are on track to exceed their goals before the close of 2010.

The scheme is being run nationally and supported by a print campaign which promises, "Continuous campaign, continuous gain at SEAT Service". Turkey's strategy of ongoing customer engagement has much in common with the 'We Give You More' approach, and is something we'll see a lot more of in the future as SEAT Service's new communication strategy is rolled out.

Sometimes the best way to sell something is to show it off. That's especially true when it comes to body-kits, the focus of another Turkish national campaign. SEAT forecourts all over the country have been graced with eye-catching, body-kit equipped Leons and Ibizas, the perfect way to promote a range of body-kit parts and labour discounts. And that rounds up an impressive range of campaign activity from Turkey.

 Poland are the latest country, and the first in their region, to join the SEATisfaction world tour.

Poland's implementation aims to improve customer satisfaction, but has also targeted an increase in overall sales and dealer commitments to training and reporting. To that end a special scoring system was developed. It gives points for things like labour-per-hour throughput, maintenance and parts sales orders, level of staff training and percentage budget realisation. And teams' scores are updated every month to maintain competitive spirit!

The competition runs until December 2010 when the winning teams will be announced.
Good luck to all the participants, and given the theme of SEATisfaction 2010 it seems appropriate to quote a famous band so, in the words of AC/DC, "For those about to rock, We salute you!".