In part one of this series, I discussed the importance of dealerships using their data effectively in marketing and how, when done properly, it can increase vehicle and service sales while improving customer loyalty. Now I’d like to discuss why a great majority of dealers aren’t already using their data to its full potential. I[…]
This blog is the first in a series I plan based around how to better use dealer data in marketing to customers. There is a reason that ‘Big Data’ has been a hot topic in the automotive industry for the last few years. Many retailers in other industries are using it quite successfully to target[…]
When did you last share with someone important why you enjoy him or her? We’re fast to convey disappointment or dissatisfaction with others, but uplifting the attributes in them we like feels rather strange. Yet when it comes to building loyalty, whether in customers, coworkers or family members, nothing will engage their attention – and draw[…]
I recently read a very thought-provoking article asking this very question; “Is the simple fact that the customer has money enough to make the purchase a determining factor for you?” Too often the customers dealerships try and attract aren’t necessarily the customers they really should be targeting. According to the article, it’s solely the dealership’s fault.[…]
A fascinating article in Forbes shared a concept that is increasingly winning over customers. In the article, the author described what he termed “anticipatory customer service” as “a customer experience that manages to serve even theunexpressed wishes and needs of your customers through the use of technology and automation.” People are busy. A gesture such as an emailed[…]
In a recent announcement by Yahoo CEO Marissa Mayer, it was revealed that Yahoo will soon stop allowing its users to login using their Facebook or Google credentials. This move is an effort by Yahoo to better control its content and services. On the surface, the move makes sense and doesn’t seem as if there would be[…]
Delta Airlines recently revamped its loyalty program changing how rewards are distributed to its customers. In an article in Knowledge@Wharton, Peter Fader, Wharton Marketing Professor, applied the concept of customer centricity in reviewing Delta’s current loyalty program. The concept is simply; “the recognition of differences across your customers.” Knowing that 4 percent of Delta’s customers accounted[…]
In a world filled with loyalty programs, it’s always interesting when I talk to a dealership that harbors doubts. The cost involved in having a loyalty program is minimal compared to the revenue generated. However, at times it seems as if dealers are intimidated by the effort it would take to administer one. Loyalty program[…]
I’m sure you’ve heard the phrase “Work your pay plan.” It doesn’t matter whether you held a position in sales, service, or parts, this advice has always been considered good. Towards the end of the month, when Sales Managers need those extra units sold on the weekends in order to hit bonuses from the manufacturer,[…]
Dealerships today are continuously seeking new ways to acquire new customers. Endless services and platforms pop up almost daily that offer businesses new ways to reach out to the world and attract new customers – whether that’s through online media, social media platforms, mobile ads or database mining. The problem is that many businesses concentrate[…]