Professional Community for Car Dealers, Automotive Marketers and Sales Managers
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’…Continue
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…Continue
Added by Paul N. Long on March 26, 2012 at 8:57am — No Comments
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…Continue
Added by Paul N. Long on March 20, 2012 at 6:37am — No Comments
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…Continue
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…
Added by Paul N. Long on March 3, 2011 at 8:00am — No Comments
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…
Added by Paul N. Long on February 28, 2011 at 2:57pm — No Comments
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…
If you stuck around for the final General Session at the 9th Digital Dealer…Continue
Added by Paul N. Long on February 1, 2011 at 8:06pm — No Comments
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…
Added by Paul N. Long on January 28, 2011 at 2:52pm — No Comments
Added by Paul N. Long on July 18, 2008 at 6:24am — No Comments
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Added by Paul N. Long on July 9, 2008 at 6:57am — No Comments