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A great article in CBT News cites that almost half of customers who state they are loyal to the selling dealer go elsewhere to service their vehicle. Only one-third of all vehicle services are performed at automotive dealerships. And we know brand loyalty and dealership loyalty measurements are fleeting and hard to rely on.
Now---really think about this for a minute---it’s kind of overwhelming: According to DMEautomotive, customers that service their vehicles at your dealership are 86 times more likely to buy their cars (plural) from you! Keep in mind that new customers cost up to 25 times as much as retaining existing customers!!
Driving retention is not a new idea for anyone. You have likely spent boatloads of money training your team in the service introduction, offering significant discounts and coupons, post-sale communication techniques, fleets of loaner cars……all key ingredients to retention success.
You can always do more. There are two basic steps we must achieve…first, get the customer in for their first service visit, and second make that visit a great experience for the customer so you set the next appointment and start the long-term relationship.
Some considerations you may want to take in this process you already have could look like this:
Be creative---there is no more important road to success in this market than super customer retention. Take these considerations into account and keep what’s yours; don’t donate customers to your competition!