conversations about their experiences at the dealership, providing access to services that resolve these issues for dealers and reporting on all this activity to the GM or Dealer... More often then not, the customers are simply so thrilled to be listened to in the place where they choose to hang out online that the issues are resolved easily and the customer becomes an outspoken champion of the people in the dealership... And, I want to STRESS that we are finding that this REALLY A PEOPLE BUSINESS! More and more we are realizing that it is the people that work at the dealership, including my team who are spokepersons for the dealers who hire us, that are who and what the customers "Connect" with...
It seems ironic to me that 30 years ago the old car dogs always emphasized to me that the car business is a "People Business" and here we are in 2010 using the latest and greatest in social media and technology to facilitate our management of this "People Business"... Social Media is really "People Media" and we are in the car business, which is a "People Business". Now, how much of a brain-dead rock do you have to be in order to not understand the connection between our People Business and the People Media?…
s person in a dealership communicating and relating with customers.
When you have dealership businesses focused on "Customer Satisfaction", "Customer Retention", and "Customer Experience" they truly are short-term, short-sighted come and gone "BUSINESS" causes that prove not to better "Customer Loyalty." Why? "Retention's" leading indicator is 'price' meaning it's a business driven initiative to get a customer back again on price, to retain them just one more time. "Satisfaction" has proven to be little more than a score card. "Experience" is evolving, yet mostly focused on the now moment. There's no loyalty cultivation here.
"Customer Loyalty's" leading indicator is 'people relationships' meaning business PEOPLE communicating and relating ongoing with customers is where "Customer Loyalty's" roots are strengthened.
Summary: real "Customer Loyalty" to a business only strengthens when real "Customer Loyalty" exists with and between people of the business and customers. This obviously requires management letting go and giving their people free reign to develop this loyalty, and business people wanting to work far more closely together to benefit the possible "Customer Loyalty" to one, to another, to a team, then other departments, then the entire business.
Forget about great lies! The great truth is "Customer Loyalty" is a people movement, not some mechanical, automated, instant gratification, WIIFM today, 'next customer please' score card business agenda. "Customer Loyalty" is the most powerful business person to customer movement ever! Why? Customer's know they rule today. And, they want relationships with those they trust enough to remain loyal with. And, loyalty spreads fast here.
This is the age of offense for "AUTHENTIC" business persons earning "Customer Loyalty." Get the defense off the field! Thanks Tom…
at the business-person level communicating and relating with prospects and customers, allowing them to brand one or a team of validating and transparent customer enthusiasts.
Retention's leading indicator is "price" while Loyalty's leading indicator is "people relationships." Retention is only as good as the price. Loyalty is that unconditional reciprocity factor a customer just must speak about openly conveying to their world: "these people (plural = more than one) at this business are the best, most validating and transparent people to do business with, and I recommend them, and their business, without hesitation."
If this is not what you are out to achieve right now, others seeing the light will not only beat you to these people wanting "loyalty", once loyalty is engrained with others at the other business, forget about even trying your slickest tricks, they are gone from your business forever!
If you are not moving your people and your team from "Retention" practices to "Loyalty" practices, all your intentions of moving forward will be questions of "what happened" as others win them and keep them. And, we're not talking years here, we're talking soon here, very soon! …
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