If you stuck around for the final General Session at the 9th Digital Dealer Conference in Las Vegas on October 14, you may have heard Mike DeCecco (Dealer.com) and Kevin Root (DriverSide.com) opine about the state of the Automotive Dealer Industry.
Here are some of the statistics and findings they shared with us:
- Fixed Operations Account for 80% of Dealership Profits
- Your Service Customer Base Is Under Attack by Independent Repair Shops
- Aggressive Competition, Poor Consumer Perception, and Increasing Social Media Use is a recipe that requires a New Service Marketing Strategy
Solution: Build a Meaningful Relationship with the Customer1
This is the hymnal the re:member group has been singing from since we formed in 2003. Dealerships need to build meaningful relationships with their Customers. The question is “How?”
I also agree with Mike and Kevin in that the process of building a relationship with a customer begins in the service department.
Here’s one straight forward way to build a relationship with your service customer, lock them into servicing with you, and ultimately get them to buy another car from you: offer customers points when they service their vehicle with you, good toward the purchase of their next vehicle.
The logic is simple: If I begin to earn points in your dealership, I am less like to be wooed away to a competitor. This is the very premise of loyalty marketing.
Frank Leta Auto Group experiences 72% customer retention as a result of their Leta Loyalty program. Leta Loyalty Members can earn points toward a future vehicle purchase simply by servicing their vehicle.
Is it time for you to get serious about developing long-term relationships with your customers? re:member group is the only real Loyalty Program solution to build real, tangible relationships with your customers. Contact us to custom-fit your loyalty initiatives.
Paul Long is President of re:member group located in St. Louis Park Minnesota. Want to know more? You may contact his team at 866.414.CLUB.
1. DeCecco, M., Root, K. 2010, “Next Generation Service Marketing—How to protect and grow your customer base”, 9th Digital Dealer Conference and Exposition. Las Vegas, NV, pp 8, 10, 27, 29.