Fiat has devised a new, “more personal” communications strategy, aimed at maintaining contact between the organization and its users, in a simple, effective, and instantaneous way. One of the tools used in this strategy is “Chatting with #fiat,” a series of videos that will see #lucanapolitano, Head of EMEA #fiat & Abarth Brands, directly answer inquiries from potential customers interested in the New #500. The questions are taken from the chat dedicated to the New #500, sent by customers old and new who are interested in receiving more detailed information about Fiat's new “full-electric” model.
The “Chatting with Fiat” videos, to be shared with users of the chat and posted on Fiat's YouTube channel, following this link, will be shot “at home” on a smartphone, in accordance with the safety regulations currently in force. The recordings will be published twice a month, as Fiat's way to respond to subjects of common interest and distribute messages and updates related to the New #500.
Three questions have been selected for the first installment of “Chatting with #fiat,” the answers to which were considered relevant to a broad spectrum of users. The topics dealt with are the car's range, the pricing of the line-up, and the delivery date to the end customer. The questions have been chosen from those put by users from three countries: Germany, France, and Italy.
The chat dedicated to the New #500 is a first in the #automotive industry. It is a specific channel for potential customers of the New #500 – pre-bookers, i.e. those who have expressed an interest in the “La Prima,” the numbered version of the New #fiat #500, featuring a special numbered badge on the first #500 units and a “La Prima” badge for later models. The channel is also aimed at those who are interested in the car in a broader sense.
The system is based on proprietary technology from LivePerson, bringing together various messaging platforms, to enable customers to start and continue value-added one-to-one conversations with their end users. The project objectives cover the entire customer journey: from the information search in the pre-sales process, to purchase support, and of course customer care.
Turin, April 21, 2020
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