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Paul N. Long's ADM Blog (14)

A New Journey and New Opportunities

I am excited to announce that effective May 4, 2012, I embarked on a new journey, and resigned from the re:member group. I will be heading back to the corporate world to assist United Health Group in developing its Member Experience Strategy.  Many of you assisted me during my transition period, and I am so thankful for all the help I received.  I am very excited about this position—it’s exactly what I was looking for when I started my job search: To be able to enhance the Customers’…

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Added by Paul N. Long on May 8, 2012 at 6:56am — 2 Comments

Build Customer Loyalty by Hiring the Right People

Building customer loyalty comes down to one thing: Delighting customers. As I discussed in my last blog, we begin to delight customers by The Golden Rule: treat others the way you want to be treated.

At the re:member group, we know that a systematic approach to building customer loyalty works. Our Dealership programs yield an increase of service revenue by as much as 39 percent among Members and have increased sales by 7.5 percent. But I’ll be the first to admit that our Loyalty…

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Added by Paul N. Long on March 26, 2012 at 8:57am — No Comments

Net Promoter and the Golden Rule

Net Promoter has been effectively used in all sorts of businesses, including small start-up companies. In fact, we’re so convinced that the Net Promoter system works, we use it ourselves (we welcome you to take our survey to let us know how likely you are to recommend re:member group).  The main premise of Net Promoter stems from the…

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Added by Paul N. Long on March 20, 2012 at 6:37am — No Comments

Net Promoter: The Ultimate Question and the One Number You Need to Grow

If you are asking whether customers are satisfied with your service—you’re asking the wrong question.  If you are measuring and trying to increase your customer satisfaction—you’re measuring the wrong thing. Eighty percent of satisfied customers will still shop around to your…

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Added by Paul N. Long on March 19, 2012 at 1:00pm — 10 Comments

Are You "Incentified"?

If you were able to increase your monthly sales from last year by 30% without increasing advertising costs, how would that affect your bottom line? Would it make you happy? If that increase happened in January, would it make you happier? If your answer is "Yes!", you've just been "incentified." Read on, grasshopper, to learn the art of being "incentified."



Everyone knows that in the car business, January is a dog for vehicle sales. Most of the…

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Added by Paul N. Long on March 3, 2011 at 8:00am — No Comments

Indicators of Dealership Loyalty

Many dealers ask me for help in retention measurement, and statistics surrounding Customer Loyalty Indicators.



Two important indicators of Automotive Dealership customer loyalty are the purchase of additional service after the sale by Members and multiple vehicle purchases.



In the automotive dealer sector, these are also sources for the greatest margin, so they’re critical not just as indicators of customer satisfaction but as profit…

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Added by Paul N. Long on February 28, 2011 at 2:57pm — No Comments

It's truly a "rat race" when it comes to auto dealer customer loyalty

Rat: Press on the bar, get some food.

Human: Buy or service your car at a dealership with a rewards program, earn some points.









One of the most influential behavioral psychologists of all time, B.F. Skinner, discovered in his groundbreaking radical behaviorism experiments that the rate with which the rat pressed the bar depended not on any preceding stimulus (as Pavlov had insisted), but on what followed the bar…

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Added by Paul N. Long on February 24, 2011 at 7:30pm — 6 Comments

It's Simple: Build Relationships with Your Customers

 

 



If you stuck around for the final General Session at the 9th Digital Dealer…

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Added by Paul N. Long on February 1, 2011 at 8:06pm — No Comments

NADA is right around the Corner

If you’re like me, my guess is that you’re getting pretty excited as you gear up for the NADA Convention and Expo in San Francisco this February 5-7. I love the expo. It’s an opportunity to see old friends, meet new ones, learn the latest trends, network, and do some business.



How about you? Are you planning on attending? And…

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Added by Paul N. Long on January 28, 2011 at 2:52pm — No Comments

The Customer is Always Tight

There is a sense of entitlement that customers have today that hasn’t always been evident. Marshall Field, the American department store owner coined the phrase, “Right or wrong, the Customer is always right“. I opine whether he took into consideration the type of customers who are price conscious, yet expect the deepest appreciation for their having done business with us.



I don’t blame these customers. I earned the money I make, and I want to keep as much of it as possible. Even if… Continue

Added by Paul N. Long on July 18, 2008 at 6:24am — No Comments

Add Value to Your Customers' Lives with a Loyalty Program

Here is another excerpt from Jill Griffin’s Article that I posted a few days ago. The article was originally posted by the Austin Business Journal on February 19, 2000. Jill heads up the Griffin Group, and has written several books on Customer Loyalty.



“Frequent buyer programs, also referred to as loyalty programs and reward programs, have become a critical retention tool for… Continue

Added by Paul N. Long on July 16, 2008 at 6:38pm — No Comments

Loyalty Programs can Reap Financial Rewards

I recently came across this article by Jill Griffin. Although this article was published in February of 2000, the principles remain the same for building and implementing a solid loyalty program. What's interesting is that we were facing a similar economy in 2000 as we are today, in 2008. Companies who have embraced loyalty programs prior to today are reaping the benefits. It's not too late though…



Jill Griffin is the author of "Customer Loyalty: How to Earn It, How to Keep It."… Continue

Added by Paul N. Long on July 11, 2008 at 7:00am — No Comments

What benefits do Loyalty Programs Bring?

All loyalty programs should provide a few direct, tangible benefits which depend on the program’s structure, the nature of the industry and even the state of a company’s brand.



In general, there are three core benefits fo Loyalty Programs:



1. The Attrition Benefit: There should be a boost in Customer Retention.

2. The Lift Benefit: There should be an increase in the amount customers spend.

3. The Acquisition Benefit: There should be a gain in… Continue

Added by Paul N. Long on July 9, 2008 at 6:57am — No Comments

Give Away a Car to Get Email Addresses

The Walser Automotive Group took an interesting tack in their objective to collect email addresses. They gave away a car.



Walser has always been at the forefront of consumer loyalty in their market. They have a very concise message to their customers, and each of their ten dealerships operated the same way to give the customer the next service possible. The Walser Automotive Group employs this sales philosophy to each customer to win their loyalty:



1. They give their Best… Continue

Added by Paul N. Long on July 8, 2008 at 10:30am — 1 Comment

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