In competitive automotive sales, retaining customers is just as critical, if not more so, than acquiring customers. With fierce competition, retention and loyalty are paramount to a dealership's success. The cost of acquiring customers far exceeds costs associated with retention, so not only does retaining customers provide a higher return on investment; it also strengthens your brand, your reputation, and customer loyalty.
Building in a strategic structure that can help the dealership achieve greater retention is an intentional approach that can reap long-lasting rewards.
Nine Key Strategies for Enhancing Customer Retention
Engage Through Multiple Channels
The digital transformation of consumers has reshaped how dealers need to engage and interact with customers. It’s important to Implement a constant-contact strategy using customer relationship management systems to deliver timely and meaningful communications. Tailor your communication strategy to meet customers where they prefer, be it via email, text, phone calls or through a branded dealership application. Immediate responses reign supreme and are what today’s customers have come to expect and, quite frankly, demand.
Introduce Virtual White-Glove Service
Cater to customers who prefer to not engage directly or in-person by offering virtual services that anticipate their needs. This approach demonstrates attention to detail and a commitment to convenience, enhancing customer satisfaction and loyalty. Inclusion of virtual showroom tours in which your customers can view cars from 360 degrees; live video consultations with sales representatives who can answer questions; paperless “paperwork” with online forms; delivery and pickup services for servicing; a chatbot dedicated to customer service, with a concierge that can be reached by phone, text or email for additional inquiries, will all go a long way in customer service.
Leverage Data for Improved Customer Interaction
Segmentation: Classify your customer base into distinct groups based on purchase history, preferences and demographics, lifestyle, behavior, and purchase intent to effectively tailor your marketing strategies.
Personalization: Craft messages that resonate personally with your customers, meeting their unique needs and enhancing their engagement. Ideally, you would create marketing personas that are representative of the typical customers within your segments.
Content selection: Create content and campaigns that are relevant and valuable, designed to engage customers and prompt action. Align your messaging with the priorities of the various segments within your database.
Implement Marketing Automation
No one anticipates that a lone individual at the dealership will manage both segments and campaigns single-handedly to propagate communications. Use automated systems to deliver targeted content and offers to the right customers at the optimal times. Employ A/B, or content comparison testing to refine your strategies, and learn from the data to identify best practices.
Maintain Brand Consistency
Ensure your branding is consistent across platforms – the showroom, website, emails, social media posts, online ads, and any other channels – to reinforce customer trust and enhance brand recognition. If you don’t already have brand guidelines, create them, and make sure everyone sticks to them.
Offer Real-Time Customer Support
Make it simple for customers to reach out directly to your dealership with real-time support across various platforms, enhancing the customer experience and satisfaction. Your business development center is an important part of your business and should be designed to handle all incoming customer requests and translate those to sales and service with a quick turnaround, effectively and efficiently.
Emphasize Transparency
Trust is paramount to driving consumer loyalty. Build it through transparency by ensuring customers are fully informed about all aspects of their transactions, eliminating any potential surprises regarding costs or services. Your customers need to have a clear understanding of vehicle pricing, trade-in values, and costs for services and repairs. If questions arise, your sales or service team members should be able to provide concise information and clear answers.
Exceed Expectations
Go beyond standard service offerings to provide exceptional experiences that foster loyalty. Customer expectations evolve over time, and it’s necessary to stay aligned with those changing needs and adapt accordingly. You can make your dealership the preferred choice for all automotive needs by surpassing customer expectations.
Products and Services
Provide and deliver exceptional value to your customers by offering products that enhance their ownership experience and engagement with your service drive. For example, vehicle service contracts offer buyers a reliable safety net. By effectively communicating the benefits of these services, you can keep the customer well-informed and actively engaged.
By adopting these strategies, auto dealerships can significantly enhance customer retention and loyalty, making an immediate difference and securing a competitive edge in the market. Remember, the goal is not just to sell but to create lasting relationships with your customers, effectively increasing repeat and referral business and making them ambassadors of your brand.
Dave Paz is a partner at Vanguard Dealer Services.
