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STAY IN CONSISTENT CONTACT
In today's hyper competitive market, the best defense
against competitors' conquest attempts is consistent
customer communication at every step.
Comprehensive data locked away in your DMS,
CRM and sales platforms is key to this process,
empowering dealership sales and marketing teams
to confidently engage loyalty customers with relevant
and personalized messaging appropriate for their
stage in the buyer journey.
̆ Ensure your team is regularly staying in consistent
contact with your loyalty audience by addressing
moments and key milestones unique to each customer.
̆ Look for ways to incentivize customer loyalty, such
as special service offers, referral programs or other
exclusive benefits to retain their business.
̆ Leverage your service drive to regularly reconnect
with buyers through well-timed maintenance
notifications and deliver an excellent service
experience that builds loyalty.
OPTIMIZE YOUR APPROACH
Finally, when it comes to customer retention, there is
almost always an opportunity to optimize your
approach. Every successful process you implement –
with management buy-in – needs to be measured
against expectations to identify opportunities to
improve your efforts looking ahead.
̆ Set regularly scheduled meetings with each
department manager to get their feedback and
understand from their perspective what's preventing
customers from re-signing on the dotted line.
̆ Track success against relevant KPIs that encourage
and measure relationship-building, such as CSI scores,
service and sales retention rates or customer referrals.
While some dealers may not think to invest time and
resources in building customer retention while demand
is high amid inventory challenges, it's important to
remember loyalty customers increase in value and
commitment over time.
Dealers need to ensure they're not jeopardizing a
long-term customer relationship with a potentially
short-sighted approach. Focusing on dealership
customer loyalty equates to a steady supply of highly
profitable sales now – and in the future.
The average retail selling price of new
vehicles increased from $38,961 in
2020 to $42,379 in 2021,
driven largely
by ongoing inventory challenges.
Cars.com 2022
Interested in learning how Mastermind can help your dealership proactively build customer loyalty?
Contact us for a free demo.
