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2. Execute the Plan
This is well known (but still worth repeating): The daily execution
of your game plan is what will make or break your dealership's
retention goals. This means taking proactive steps to regularly
identify and proactively engage loyal customers before they can
shop elsewhere.
To begin:
Ensure both your sales and service teams understand their roles in
the process, including clearly defined goals and expectations.
• Task a member or a small team from your sales department or
BDC to serve as a loyalty liaison. Then analyze the data in your
dealership's CRM, DMS and sales platform to identify which
loyalty customers pose the most significant risk of defection.
• Prioritize your efforts based on the customers most likely to
defect, such as those:
» Out of warranty
» Over lease mileage
» Who could lower their APR or payment
» Approaching end of lease or finance term
2. Stay in Consistent Contact
The buyer's journey doesn't end with their purchase. In many cases, it's just beginning. After a customer
rolls off your lot, that sale transforms into various opportunities, including sales and service revenue for
years to come.
To improve customer loyalty and promote this sort of customer retention, dealers need to stay in
consistent contact with their audience.
Ensure each touchpoint builds on the last in a valuable and helpful manner. For example:
• Look for ways to incentivize customer loyalty, such as special service offers, referral programs or other
exclusive benefits to retain their business.
• Ensure your team is staying in consistent contact with your customer base. Identify critical moments
to regularly re-engage your audience by addressing moments and milestones unique to each
owner's situation.
• Leverage your service drive to regularly reconnect with buyers through well-timed maintenance
notifications and deliver an excellent service experience that builds loyalty.
To protect their customer base and promote dealership customer loyalty, dealers need to stay ahead of their
buyer – and two steps ahead of the competition.
This requires dealers to plan targeted loyalty and retention efforts and execute those plans with a data-driven
approach and deliver a dealership customer experience that keeps customers coming back.
Interested in learning how automotiveMastermind empowers dealers to protect their loyalty customer base
and prevent customer defection? Contact us to learn more.
Customers who
service with a dealer
were just over
2.5x more likely to
purchase their next
vehicle from the
same retailer.
automotiveMastermind, based on
consumers who returned to market
over a 120-day window
Personalize your outreach based on each customer's unique wants and needs. Avoid any "bait-and-
switch" offers and include actionable messaging offers that account for your dealership's available
inventory, as well as any pre-selling options.
