Porsche AfterSales Marketing Program

Customer Lifecycle Journey (Service & Retention)

Cayenne
Day 0
Touchpoints:
  • App Welcome & Setup
  • Introduction to Service Email
Goal:
  • App Adoption & Engagement
Cayenne
10K Mile or 12 Months
Touchpoints:
  • Service Reminder
  • App Push
  • Oil Change Offer
Goal:
  • First Service Visit (Critical Retention Moment)
Cayenne
20K Mile or 24 Months
Touchpoints:
  • Direct Mail + Email
  • App Reminder
  • Maintenance Package Offer
Service Focus:
  • Oil Change
  • Cabin Filter
  • Inspection
Goal:
  • Increase RO Value
Cayenne
30K Mile
Wear Items Begin
Touchpoints:
  • Tire Promotion
  • App Notification
Service Focus:
  • Tires
  • Brake Inspection
Goal:
  • Part & Service Upsell
Cayenne
40K Mile
Major Service Interval
Touchpoints:
  • Direct Mail (premium piece)
  • Email
  • App Notification
Service Focus:
  • Spark Plugs
  • Brake Fluid
  • Full Inspection
Goal:
  • High-Value RO
Cayenne
50K Mile
Mid-Cycle Check
Touchpoints:
  • Email Reminder
  • App Push
Service Focus:
  • Brake Replacement Likely
  • Tire Replacement (if not earlier)
Goal:
  • Maintain Service Cadence
Cayenne
60K Mile
Major Service & Warranty Edge
Touchpoints:
  • Direct Mail
  • Email
  • App
Service Focus:
  • Major Inspection
  • Fluids
  • Brakes / Tires
Strategic Add:
  • Introduce Extended Warranty Messaging
Goal:
  • Retain Customer Beyond Warranty
Cayenne
70K Mile
Retention Risk Zone
Touchpoints:
  • Email
  • App
Service Focus:
  • Re-Engagement
  • Service Reminders
Goal:
  • Prevent Drop-Off
Cayenne
80K Mile
High-Value Service & Trade Prep
Touchpoints:
  • Direct Mail
  • Email
  • App
Service Focus:
  • Major Service
  • Wear Components
Strategic Add:
  • Introduce Trade-In Evaluation
Goal:
  • Capture Next Purchase Cycle
Cayenne
90K Mile
Trade-In Window
Touchpoints:
  • Trade-In Campaign
  • App Offer
  • Dealer Outreach
Service Focus:
  • Upgrade Messaging
  • Loyalty Offers
Goal:
  • Drive Repurchase
Cayenne
100K Mile
Replacement Cycle
Touchpoints:
  • Direct Mail
  • Email
  • App
  • Dealer Follow-Up
Service Focus:
  • Trade-In & Upgrade
  • Loyalty Incentives
Goal:
  • Close Next Vehicle Sale
Engaged
  • Booked Appointment
  • Service Completed
  • RO Generated
  • Retained Client
Non-Engaged
  • Follow-Up Email
  • App Push Reminder
  • Direct Mail Sent
  • Dealer Alert Triggered