GM is in the process of launching a new customer sales, service, and retention tool that will have the ability to reach out to consumers over 30 times during their ownership of a vehicle.

We’ve learned that the project is being spearheaded by Susan Docherty, GM North America vice president of Sales, Support, and Marketing. During a web chat last week, Susan wrote that “The purchase of a vehicle is only the beginning of GM’s interest in building a relationship with customers.”

The GM Authority Take

We applaud GM’s effort to better connect with consumers and increase the use of technology in doing so. In fact, consumer “touchpoints” are increasingly becoming crucial in selling a vehicle: it’s important to connect with a potential customer even before s/he decides it’s time for a new vehicle and carry that connection all the way through the time the vehicle reaches 100,000+ miles. Undoubtedly, GM will use this tool to collect information and feedback from owners of its products, helping it align its vehicles with what customers demand.