Listening to Customers

For this blog, I will discuss what Chrysler’s division Jeep_®, specifically the Wrangler model, can learn about their customers. My analysis will be provided as responses to the following questions:

Question 1: What keywords are important?

Based on my findings using Google Alerts the keywords that are important to Jeep_® Wrangler are “4X4”, “off-road”, and the obvious one “Jeep_®”. Each of these words provide numerous search results for the Jeep_® Wrangler. From forums to Jeep_®, customers can find anything to fit their Jeep_® needs.

Question 2: What outlets matter?

The outlets that would matter the most would be the magazine reviewers that cater to outdoor activities. I think that Jeep’s_® primary audience is those who enjoy things like off-roading, hunting, and hiking, etc. Other outlets that are important are the various forums on the Internet that allow customers to interact. Social media can provide an endless amount of positive promotion, but can also do the same for negative publicity.

Question 3: What are the customers “hot buttons”?

The “hot buttons” for customers of interested in a Jeep_® Wrangler would be: 

•  Durability – One characteristic people look for in a Jeep_®. People who spend a lot time in the wilderness want a vehicle they can depend on. A vehicle that can withstand whatever Mother Nature throws at it.
•  “4X4” – One of the cornerstones of Jeep’s_® reputation is the ability to go anywhere. The “4X4” setup allows drivers to feel confident under any driving conditions. People rely on the Wrangler to take them where they need to go regardless of terrain.
•  Serviceability – even though Jeep_® Wranglers have a reputation for lasting long time, they do need maintenance. Through the years Jeeps_® has been able to continue producing a vehicle with easily accessible parts and a simplistic drivetrain design. Most Jeep_® Wrangler owners like being able to work on their vehicles without feeling they have to be SAE certified.