the art of performance tour - great crm by Jaguar Belgium

It all started a while ago on a lazy Sunday evening. I was watching some TV and a nice Jaguar spot triggered my interest. A Jaguar as from 299 EUR a month, was this possible?

I immediately went on to their website via a Google search. Nothing special over there, but indeed, there it was. The XE was available as from 299 EUR a month. The main call to action was: get some info or book a test drive at your local dealer. Naah, I'm done here, I was just curious. Case closed.

BUT than it started. Some days later I saw an advert Facebook ad. This time they were not promoting a simple testdrive, but rather a track day at Zolder (one of Belgium's few F1 tracks). 

Since I am, as part of my job at Emakina, working on digital strategies for SEAT and SKODA, I wanted to know more. A few personal data and the time slot of my choice was enough. They would contact me later. OK.

Wow, later they said?! Exactly 3 minutes later I got my confirmation email. Personal bar code included. Nice! OK than, let's go all the way now. Let's do it.

My appointment was a week later and there was no extra communication what so all. No sales people pushing or calling me for their next best deal. Nothing. They stick to the promise. Even better, I was friendly reminded the day before by a sms with the exact time and place of the gathering.

So on Sunday, I went over there. Everything was smoothly prepared. I had opted for a XF and I even could choose the available type at the location. During a small 15 minutes introduction over coffee, a very enthusiastic Jaguar representative gave some insights on the origin of the brand. He admitted that they had been through some rough times, but that since TATA invested in the brand, everything was getting much better. Even some sales figures and production details were shared.

Ok, of we go in a small group of 20 people. First a small slipping course on the slippery track (me at the wheel, some instruction via intercom). This was their way to show off the dynamic driving programs of the automatic transmission. Followed by a drifting session with the F-type (damn, with professional driver and me the passanger). The entire experience lasted some 45 minutes.

Now it was time for some of track and some standard on the road driving. We switched cars (I got my desired model) and get to drive it again for 45 minutes on a pre-defined tour. The next group was already starting the track experience. No show off at all until now. Just a great experience, for what I must say, an impressive car.

Getting back at the track location we got plenty of time to do a thorough inspection of some showroom cars and ask questions to the very friendly, enthusiastic crew. And yet, stil no sales pitch, they let the car speak for itself! All that heavy work made us hungry, so there was a small walking buffet and drink. We all got handed a thank you package with personal voucher of 1500 EUR, some nice looking brochures and the singlet we were wearing had apparently a hidden USB stick with show reals of the cars.

Basically I had a great morning, experienced a great car and had never the feeling to be the hunted prospect.  Exactly 3 days later I got a friendly email with a small survey on my personal impression of the day. And yes for sure, they reminded me that I had my personal assigned contact I could call for extra info. They definitely got an A+  

I am totally impressed by the professionalism of the staff, the perfectly timed communication and the experience selling principle. There was no extra sales call, nor communication following to it. I love the  feeling that I am appreciated as a consumer and that this company is giving me the time to decide on my own tempo. But I'm still curious to see what will follow.

Great job guys !!!