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Build Loyalty with Five Metrics: #2—Sales-to-Service Conversion

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent.

 

This is the second blog in a five-part series where I explain how loyalty programs improve each of these metrics. Last week I touched on marketing responsiveness. This week’s topic is sales-to-service conversion.

 

Sales-to-service conversion measures first-time service visits that are retail in nature (warranty transactions excluded). This metric looks at customers who enrolled in a loyalty program after a vehicle purchase and returned for a customer-pay service visit. These results were for first-time visits only:

 

  • Average percentage of customers who visited service within 60 days of vehicle purchase: 11.44%
  • Average percentage of customers who visited service within 61-90 days of vehicle purchase: 12.73%
  • Average percentage of customers who visited service within 91-120 days of vehicle purchase: 6.75%
  • Average percentage of customers who visited service within 121-270 days of vehicle purchase: 14.54%
  • Average percentage of customers who visited service within 271-365 days of vehicle purchase: 4.01%

 

In summary, enrolling customers into a loyalty-based rewards program results in an average 49% sales-to-service conversion rate in the first year. What do you think of these conversion rates? Do you track your dealership’s sales-to-service conversion rates and how do they compare to these percentages?

 

More information on this topic can be found in our free ebook, “The Hard Facts and Financial Impact Report: Auto Dealership Loyalt...

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Tags: customer, loyalty, pay, retention, service

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