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Mike Gorun's Blog Posts Tagged 'service' (50)

How New Car Owner Clinics Can Foster Customer Loyalty

In dealing with the customer experience, all too often the conversation centers on the customer’s buying path from initial contact through the sale. What many businesses don’t think about, however, is that the sale is only the start of the relationship. Customer loyalty is built through a consistent customer-centric experience. In the retail automotive space, this is more…

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Added by Mike Gorun on December 15, 2015 at 5:21am — 1 Comment

The Lowest Hanging Fruit for Revenue Doesn’t Want to Buy a Car

There is a group of people that seems to sit in limbo when it comes to dealership marketing messages, especially when it comes to service. This group of people tend to have cars in the 2-year old range. Yes, they’re probably getting the dealer’s random e-mail messages with service coupons. But, this is also the time when these vehicle owners may have to start shelling out more…

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Added by Mike Gorun on November 9, 2015 at 4:30am — No Comments

The Key to Earning Business from Millennials May Not Be What You Think

In our industry, one universal sales practice is to tailor your techniques to the wants and needs of the customer in front of you. If you have a young male drooling over that sports car, you’ll probably be talking about performance specs, 0-60 times and horsepower. If you have a young family, you’re probably going to be reviewing all of the safety features of the…

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Added by Mike Gorun on November 3, 2015 at 4:40am — No Comments

Would You Like White or Red Wine With Your Oil Change?

If you were to ask today’s consumers if they’d like to hang out at a car dealership, chances are that the majority would respond “no.” When consumers do visit a dealership to purchase a vehicle or get their vehicle serviced, many times the process can be longer than desired and is not always a great experience for the…

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Added by Mike Gorun on June 24, 2015 at 6:00am — 2 Comments

When Will I See You Again?

When will I see you again? No, I am not talking about the 70’s pop song, although the lyrics just may fit the content here. I am talking about the continued trend in customer defections from our dealerships. 

 

Customer’s defect for many reasons and the longer an individual owns a car, the harder it can be to keep that customer. It’s not necessarily because the…

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Added by Mike Gorun on February 23, 2015 at 6:00am — No Comments

It’s All a Matter of Perspective

When did you last walk through the customer entrance of your dealership and look at what is truly being experienced by the customer?

 

Forget for a moment whether a sales consultant’s work area is messy, or if there are smudges on the windows. Let’s look a little closer at what a customer could see, hear or feel when they interact with your dealership in any…

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Added by Mike Gorun on November 18, 2014 at 5:30am — No Comments

Am I Really A VIP?

I had just finished reading this article on marketsoft.com about customer loyalty, when a business associate told me about a similar situation that happened to him. In his mailbox was a glossy, oversized postcard offering a discounted oil change for his vehicle from the dealership from…

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Added by Mike Gorun on October 17, 2014 at 6:00am — No Comments

Less Complaints Don’t Always Equal Increased Customer Satisfaction

It sounds backwards, at first, but when was the last time you asked your customers for a complaint or some constructive criticism?  If you’re like most dealerships, you’re doing everything you can to avoid complaints and negative reviews. In the past, you may have even ignored customers that voiced a complaint. However, in today’s world of instant feedback and review sites,…

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Added by Mike Gorun on October 7, 2014 at 5:30am — No Comments

Don’t Get Blacked Out In Your Own Market

With NFL football fans gearing up for another season, DIRECTV is once again offering new customers the 2014 NFL Sunday Ticket for free along with deeply discounted prices and an upgraded DVR Genie on several of the programming packages.  What’s the catch?  The special prices are valid for only the first twelve months of a twenty-four month contract. And if you want to receive…

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Added by Mike Gorun on September 3, 2014 at 6:00am — No Comments

What Is Anticipatory Customer Service?

A fascinating article in Forbes shared a concept that is increasingly winning over customers. In the article, the author described what he termed “anticipatory customer service” as “a customer experience that manages to serve even the…

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Added by Mike Gorun on April 22, 2014 at 6:06am — No Comments

How a Life Lesson Was Learned by the World’s Best Bourbon

Life lessons typically come when you least expect them as software coder, Ted Dziuba, discovered...

He and his friend went to a bar that served Pappy Winkle’s Family Reserve Bourbon Whiskey that is widely regarded as the world’s best bourbon. While…

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Added by Mike Gorun on September 10, 2013 at 8:00am — 4 Comments

Changing Your Image Is Hard but Possible

Frequent travelers have many choices when choosing airlines. Some choose an airline for their frequent flier benefits; some for their convenient routes or frequent itineraries and some have airlines chosen for them by their companies. For many years, Delta Airlines has been at or near the bottom of almost every survey conducted regarding airline customer service. In fact,…

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Added by Mike Gorun on July 16, 2013 at 6:32am — No Comments

How OEMs are Giving Dealers a Jumpstart in Retention

Manufacturers are increasingly introducing programs designed to increase brand loyalty, and car buyers are staying more loyal than ever before. One of the most recent examples is GM’s…

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Added by Mike Gorun on July 9, 2013 at 6:09am — No Comments

Selling in the Service Drive with a Twist

It’s not a new idea to have one of your salespeople working the service drive. Opportunities and circumstances exist where it may be beneficial for the customer to trade-in their car that needs to be repaired. Having someone who can not only identify those opportunities but who also knows how to present it to the customer properly is rare.

That being said, have…

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Added by Mike Gorun on May 21, 2013 at 7:56am — No Comments

Five Keys to Increasing Customer Retention at Your Dealership

Dealerships today spend most of their marketing budgets on acquiring new customers. Those ads in the newspapers aren’t really meant for current of past customers, they are meant to attract new customers. The cost of customer acquisition ranges from 6 to 10 times more than the cost…

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Added by Mike Gorun on May 14, 2013 at 4:43am — No Comments

Are You Taking The Right Approach To Your Pre-Paid Maintenance Programs?

With service departments finally getting the credit due to them for contributing to the growth and profit of dealerships, pre-paid maintenance programs (PMP) are starting to make a huge impact on the overall profit of dealerships as well.

I think it is well established that most PMPs are being sold in the F &…

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Added by Mike Gorun on April 2, 2013 at 8:46am — No Comments

Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

Statistics show that a customer who has a good experience will tell 4 to 5 people. However, a customer who has a bad experience will tell more than 20. In addition, they will usually leave a negative review to go with that word of mouth to leave a permanent…

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Added by Mike Gorun on March 5, 2013 at 5:00am — 15 Comments

How to Turn an Angry Customer Into a Loyal One

It’s one of those unfortunate, inevitable facts of life: every company and every employee will at some point have to deal with an angry customer.

Whether their anger is warranted because of a bad situation, or whether the customer is just plain difficult, doesn’t matter. These days, companies must respond to and deal with angry customers. If they don’t, they risk those customers becoming brand detractors, using social media to spread the word,…

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Added by Mike Gorun on September 25, 2012 at 9:30am — 3 Comments

Simple Summer Service Email Campaign Drives Profits at Auto Dealerships

I have written several blogs in the past about the success of customer loyalty program promotions in auto dealerships. I am mainly interested in cost-effective actions that dealers can successfully use to help drive profits.

A recent Summer Service Special email promotion designed and delivered by…

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Added by Mike Gorun on August 28, 2012 at 10:44am — No Comments

Self-Managed Pre-Paid Maintenance Programs Keep Customers Coming Back

Pre-paid Maintenance Plans (PMPs) keep customers returning to your service department and increase upsell opportunities, which is critical to increasing the service bottom line. Today’s self-administered, self-managed PMPs are appealing to customers, particularly those buying mainline domestic and import brands who seek value in everything they buy.

 

Today’s technology-driven plans make it very easy for dealers to customize what is offered in a PMP. Plans that provide the…

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Added by Mike Gorun on July 24, 2012 at 2:44pm — No Comments

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