I needed to schedule service for my wife's new car. I used the handy form provided by the dealer, and specified email as my preferred medium for response on the time I had requested. Two days later, no response - other than the new car sales emails I was immediately signed up for, in blatant disregard of CANSPAM.
By the way, the same thing happened with my car when I used the dealer's form. And the unsubscribe link didn't work, either.
It's a pathetic story, really - as manufacturers spend millions every year to match their digital offerings to the changing buying behaviors of consumers, they're effectively innovating yet another way for the dealers to let down the promise established by the manufacturers investments in their brands.
Do you have a clear view of your entire customer lifecycle - and what happens at each digital touchpoint - even the ones you may not own?