To earn a customer loyalty doesn’t just come at a platter of gold; it requires a great level of effort, but when achieved, its results beyond comprehension. Delivering your product or services to your customer in the right way and time will produce a huge effect on the success of your dealership over time
You may be wondering why does service holds such value when trying you retain customers, the answer to this question is that amazing service rendered will result in a satisfied and loyal customer. Every time a customer returns again for a service, it is an opportunity to make them your loyal customers. It’s an opportunity to create a better relationship with the customer.
Customer loyalty through service
Dealers often make the mistake of overlooking the importance of service and that creates an opportunity for competition in the sense that customers don’t look to the dealers for service, they go elsewhere. In a way, that is lost an opportunity.
Customers need to have the confidence that you can meet their demands when it comes to tires to engine replacements and basic maintenance. You need to convince them that you can do it with well-trained technicians who know their vehicle better than competitors who specialize in servicing all models and also with superior technology.
Retaining customers by building the dealership brand
The importance of brand building with customers cannot be underemphasized and manufacturers have become increasingly focused on doing that building a brand with their customers}. Manufacturers do this by continually raising the bar when it comes to offering complimentary assistance, warranties and maintenance, roadside assistance, courtesy checkups, and inspections and so on.
The downside of what manufacturers offer is that it does not necessarily drive traffic to your dealership. At Adohm, our prime objective is to build and enhance the dealership brand, not the manufacturer brand. We are committed to making sure customers come back to you. Dealers have become increasingly focused on customer retention because it leads to more sales, an upward growth in referrals, increased dealership brand loyalty, improved customer loyalty, and an increased RO count.
Influencing customer repurchase intentions with a complimentary maintenance plan
Our complimentary maintenance plan allows your dealership to save money and time especially when it comes to chasing opportunities that may be futile, and most importantly, it puts you in the driver seat to influence customer’s re-purchase intentions.
Sales and Service Integration
Another factor that is tremendously important in customer retention is the integration of your sales and service teams. Also, creating a sales role that sells out of the service department gives you a better opportunity to work with satisfied customers. Although this approach requires a measure of financial investment, it is very effective and yields results fast.
The new approach of using F&I in customer retention allows your F&I department to increase PPM penetration largely due to the fact that the customers see actual savings which help them commit to a longer-term plan.