In today’s climate, consumers increasingly turn to family, friends, peers and even strangers to help make their buying decisions – decisions as broad as who to do business with, or as specific as which item to purchase. Having a solid strategy for creating brand advocates is more important than ever before, as too many bad[…]
An associate of mine recently told me an interesting story about their 75-year-old father, who purchased an import, rather than a domestic vehicle, for the first time in over 60 years. This was sometime around 2010. When it was time to replace his domestic minivan, the first thing my associate’s father did was to check[…]
In dealing with the customer experience, all too often the conversation centers on the customer’s buying path from initial contact through the sale. What many businesses don’t think about, however, is that the sale is only the start of the relationship. Customer loyalty is built through a consistent customer-centric experience. In the retail automotive space,[…]
Research suggests customers who engage with a firm through multiple channels exhibit deeper loyalty than single-channel customers. But take note: this finding assumes the customer gets the same consistent service whether coming into the store, logging onto the website or calling the service center. To accomplish this, your firm must internally coordinate sales and service across multiple[…]