Professional Community for Car Dealers, Automotive Marketers and Sales Managers
Authenticity = Customer Loyalty
Do you feel that the Internet has destroyed customer loyalty? Many dealers do.
Sometimes that's true. But only once. The nature of the Internet is one of information and communication... and skepticism.
The long-term success lies with one word...
Phenomblue CEO & President Joe Olsen says: “Before the connected world we live in, authenticity was a message you put into the marketplace and then acted on. Authenticity in the marketplace today is simply the act of consistently delivering on consumer expectations. And they expect you to listen and not feed them blatantly transparent messages.”
The value proposition you relay online must meet with the reality of your offline interactions.
You can play games with slick advertising and fake reviews, but in the end, you will be exposed as a fake.
Some bemoan the Internet and "what it has done to our business". I believe it has made us better. We could say to customers what Jack Nicholson said in the movie "As Good As It Gets",
"You make me want to be a better man."
Our customers and the online experience make us want to be a better business.
A recent post on ADM asked the question, "Why buy from me?" It was a logical question and one worth asking. I only took exception with one statement in that post. It was, "Since the dawn of time, dealerships have believed a great lie: customers will never be passionately loyal to a car dealership".
I don't believe it for a minute.
I believe dealers are shocked at the LOSS of customer loyalty. When in-store experience meets the perceptions your marketing creates, you will find the passionate customer loyalty you once had, or only dreamed of.
That is AUTHENTICITY!
Written by Tom Gorham
Editor, From The Trenches