Airstream Five Rivet Program
the situation
Airstream is a legendary brand known around the world for its distinctive, rounded, polished aluminum travel trailers. As a luxury brand, Airstream is dedicated to delivering a premium customer experience that inspires a passionate, community-driven following. The company engaged us to help elevate the retail dealership experience and establish higher standards for its dealer network.
the finished product
Based on our findings, we developed the Airstream Five Rivet dealer program, designed to enhance the customer experience across five key stages of the customer lifecycle—pre-purchase, sales, delivery, service, and loyalty. To earn the Five Rivet designation, dealers must meet defined standards in each of these areas, as well as specific facility and staffing requirements, and achieve established benchmarks on both sales and service surveys. We also created a sales and service incentive program and developed supporting program assets, including a program logo, guide, and plaque awarded to each Five Rivet dealer.
the results
The Five Rivet program has given Airstream dealers a clear framework for elevating the customer experience, while earning incentives and recognition along the way. We are proud to continue our decade-long partnership with this respected brand and to support the growth of its passionate customer community.
the strategy
Drawing on our extensive automotive industry experience, we benchmarked dealer programs from other leading brands and analyzed key customer satisfaction studies, including J.D. Power’s Customer Satisfaction Index (CSI) and Sales Satisfaction Index (SSI) reports. We also conducted qualitative research with RV dealers and facilitated a one-day immersion with Airstream executives and the dealer service council to gather insights and align on opportunities.
