OnStar: Connecting to Customers Through Telematics
Under the direction of CEO Richard Wagoner, General Motors (GM) had launched a number of initiatives to integrate its demand and supply chain operations and systems, which would move GM toward building a digital loyalty network (DLN) to increase efficiency and profitability. By maintaining one-to-one relationships with customers, OnStar was a market advantage that increasingly helped GM sell more cars and trucks. OnStar was also helping to strengthen customer loyalty and improve the efficiency of operations-key components of a DLN. Indeed, efforts to orient its business around customers rather than products were imperative for GM’s ongoing success.
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