Aftersales Tactical Marketing (ATM): Customer Journey
ATM delivers the right message to the right customer at the right time with the right offer. Each component—whether focused on maintenance or repair—is powerful on its own, but together they form a fully integrated, data-driven approach to one-to-one customer communication.This ensures highly accurate targeting, messaging, and timing across all channels—something no collection of stand-alone programs can match.
Why This Matters to You
ATM is fully automated. Once enrolled, all planning, targeting, and deployment are handled for you—freeing up your time and resources.
Efficiency: VCUSA funds the majority of the program, covering all touchpoints under the new ATM Maintenance Marketing structure.
Cost Structure: Retailers pay a flat $99/month management fee, while VCUSA invests approximately $33,600 annually per retailer to deploy thousands of mailers, emails, and digital ads.
Modular Messaging: Launched in Q2 2025, this format ensures customers receive communications tailored to their vehicle and service needs.
Customer Communication Cadence Overview
The example cadence below was developed to help U.S. Volvo Cars authorized retailers—whether currently enrolled in ATM or considering enrollment—understand what touchpoints are deployed to customers on your behalf.
Repair Touchpoints: Deployed based on predictive algorithms that estimate when a specific model may need services like brakes, tires, or other repairs.
Maintenance Touchpoints: Triggered by time and mileage, these are modular and tailored to the vehicle’s next service interval, fuel type, and the retailer’s enrolled programs.
Each touchpoint in the example cadence can be clicked to view the actual Mail, Email, or Digital Banner Ad version that customers would receive.
Please note: This cadence is illustrative. Actual timing varies based on customer driving behavior.
15 days after purchase
Welcome to Service | Maintenance Touchpoint
Invites customers to learn about why the Volvo retailer is the premier destination for all service needs. Outlines the Complementary Factory Scheduled Maintenance coverage. Alerts customers to upcoming communications and offers.
Available offers: Accessories
3 months after purchase
Ownership Benefits | Maintenance Touchpoint
Brings awareness to retailer programs, ownership benefits, and more. Topics like complimentary Volvo Roadside Assistance, Complimentary Factory Scheduled Maintenance, and more are included.
Available offers: Accessories, MPI, Detail Special, Wiper, Polestar Upgrade, Fluid Top Off, Cabin Filter & Volvo Service Special
11 months or 10,000 miles
Service Reminder | Maintenance Touchpoint
Provides customers with timely reminders regarding upcoming service requirements based on vehicle mileage.
Available offers: Volvo Service Special, Wear Items, MPI
12 months and 10,000 miles
Non-Responder Service | Maintenance Touchpoint
Reminds customer of missed maintenance due.
Available offers: Volvo Service Special, Wear Items, MPI, Body & Paint shop, Oil Change & Filter
18 months and 15,000 miles
Mid Cycle Service | Maintenance Touchpoint
Continues to build brand loyalty and sells on value. The purpose is to keep the retailer top of mind, and so that customers always remember what is available to them.
Available offers: Accessories, MPI, Detail Special, Wiper, Cabin Filter & Volvo Service Special
24 months and 20,000 miles
Service Reminder | Maintenance Touchpoint
Provides customers with timely reminders regarding upcoming service requirements based on vehicle mileage.
Available offers: Volvo Service Special, Wear Items, MPI
28 months or 25,000 miles or more
National Brake and Tire | Repair Touchpoint
Available offers: Brake Special
30 months or 25,000 miles
Mid Cycle Service | Maintenance Touchpoint
Continues to build brand loyalty and awareness of
how to keep their Volvo car running smoothly.
how to keep their Volvo car running smoothly.
Available offers: Accessories, MPI, Detail Special, Wiper, Cabin Filter & Volvo Service Special
36 months or 30,000 miles
Service Reminder | Maintenance Touchpoint
Reminds customer of upcoming maintenance due.
Available offers: Volvo Service Special, Wear Items, MPI
No Battery purchase in 36 months
Battery | Repair Touchpoint
No battery purchase in 36 months.
Available offers: Battery Check or Replacement & Volvo Service Special
42 months or 35,000 miles
Mid Cycle Service | Maintenance Touchpoint
Continues to build brand loyalty and awareness of how to keep their Volvo car running smoothly.
Available offers: Accessories, MPI, Detail Special, Wiper, Cabin Filter & Volvo Service Special
46 Months or 40,000 miles
Out of Warranty | Repair Touchpoint
Ownership Benefits lets the customer know Volvo is still there for them after warranty expires.
Available offers: Volvo Service Special
48 months or 40,000 miles
Service Reminder | Maintenance Touchpoint
Provides customers with timely reminders regarding upcoming service requirements based on vehicle mileage.
Available offers: Volvo Service Special, Wear Items, MPI
The customer journey doesn’t end at the point of sale. Through our Maintenance and Repair Marketing communications, your retailer will continue to engage customers with essential service updates and exclusive offers—strategically designed to keep them informed and connected throughout their ownership experience.