Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
The best tools in the world are only as good as their user. Similarly, loyalty programs are only as good as your employees make them. The best loyalty program in the world still requires staff buy-in to make it work. If a current program isn’t working, dealers should take a closer look at their culture and create strategies to develop a positive work environment and motivated employees. Here’s how to get started:
1) Find out what’s important to your…Continue
Added by Mike Gorun on February 26, 2013 at 7:08am — No Comments
Experian recently released a white paper titled, “E-Mail…Continue
A recent article in Direct Marketing News offers an in-depth analysis of the typical obstacles that companies must overcome to build customer loyalty. If your business is not getting the most out of its customer loyalty program, it’s probably due to one of the following four reasons:
1. Difficulty in measuring and using…Continue
Added by Mike Gorun on February 12, 2013 at 7:32am — No Comments
Added by Mike Gorun on January 29, 2013 at 1:30pm — No Comments
A recent post discusses the growing trend of using…Continue
Added by Mike Gorun on January 2, 2013 at 1:44pm — No Comments
How is your company’s customer service? Pretty Good? Sure about that? According to statistics provided by Bain & Co., 80% of companies surveyed said that they offer a superior customer service experience, but only 8% of their customers agreed with them. Ouch.
Okay, so you’re not sure about your customer service. But you think it’s pretty good because your online reputation is good and you have five thousand followers on Facebook. Well, think again. In another customer relationship…Continue
Added by Mike Gorun on December 18, 2012 at 11:04am — No Comments
A recent study by the Tempkin Group found that it takes an average of five clients giving positive referrals for your business in order to get one new client. Yet it takes only two disgruntled customers speaking negatively about your business for you to lose one customer.
You do the math...that means it’s twice as important to ensure that you don’t have unhappy customers than it is to maintain good relations with your happy customers. This doesn’t mean you shouldn’t focus on…Continue
Added by Mike Gorun on December 11, 2012 at 9:54am — No Comments
You know who they are: your VIP customers. The ones who have purchased more than one vehicle from you and the ones who frequent your service department for their repair needs. What are you doing to show your appreciation for them this holiday season?
Call it a trend or a growing awareness that you can’t take loyal customers for granted, but more and more small businesses are showing their appreciation in the form of a party or other event that offers both fun and rewards to…Continue
Added by Mike Gorun on December 4, 2012 at 9:14am — No Comments
Whether your dealership has, or is considering a loyalty program, it’s important to make sure your marketing messages align with the overall brand or image of your store. What is your dealership known for? Aggressive, “best” pricing? Friendly, no-pressure salespeople? A multi-generation, family owned pillar of the community?
A brand is your identity’s business, and conjures up powerful images for customers, both consciously and subconsciously. Whether you realize it or not,…Continue
Added by Mike Gorun on November 27, 2012 at 10:17am — No Comments
It’s that time of year when giving takes priority over getting. Most dealerships I know are extremely generous when it comes to charitable causes, but there’s no need to be humble about it. The more you engage your customers in your holiday gift drives, the more you will be building loyalty with them.
In this recent…Continue
Added by Mike Gorun on November 19, 2012 at 10:08am — No Comments
How many cards do you have in your wallet? The average U.S. household now belongs to more than 18 loyalty programs, for a total of more than 2 billion memberships. That’s an awful lot of loyal customers, but as it turns out, all these programs and cards are having an…Continue
Added by Mike Gorun on November 13, 2012 at 9:00am — No Comments
Many dealerships price prepaid maintenance programs (PMPs) high enough to shatter success from the start. Thinking that the real benefit comes from profit built into the plan along with forfeiture, they create a price point that’s prohibitive. While some new buyers will take the bait, the typical consumer, when asked to pay $895 for three years of scheduled maintenance, simply adds up the cost of nine or ten oil changes and a half dozen tire rotations and says, “Thanks, but no…Continue
You may be surprised that just as many customers respond positively to intangible rewards, such as…Continue
General Motors recently announced a customer loyalty initiative to increase its customer retention rates from 52% to 58%. The car manufacturer has assigned a concrete value for every percentage point of improvement in customer retention rates: $700 million. If GM achieves their goal of 58% customer retention, it will add $4.2 billion in annual revenue to the bottom line.
Six percentage points may not sound like a lot, but 52% is the industry’s average and 58% would put GM in the same…Continue
Added by Mike Gorun on October 2, 2012 at 11:40am — No Comments
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,…Continue
Just about every business receives a complaint at some point or another. Whether it’s by phone, e-mail or via social media, when a customer is unhappy or feels they have been taken advantage of, they want to be heard. Most customer service people are…Continue
For dealers, two primary goals of implementing a loyalty program are: (1) to have the customer return to the service department for repairs, in order to increase customer pay RO, and (2) to have the customer purchase their next vehicle from your dealership. Therefore, it’s important to ensure that both sales and service are working together to build loyal customers.
The relationship between these two departments is critical, according to the recently released J.D. Power…Continue
Added by Mike Gorun on September 4, 2012 at 9:22am — No Comments
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…Continue
Added by Mike Gorun on August 28, 2012 at 10:44am — No Comments