SHOPSMART AUTOS – CUSTOMER INFORMATION – FEBRUARY 14, 2021 -1
Offer a Complimentary Maintenance Program
Everyone loves a freebie
, particularly when it includes complimentary oil changes, tire rotations and vehicle inspections for 12 months following a vehicle purchase. The objective of complimentary maintenance is the achievement of longtime consumer retention through the conversation of vehicle-purchasing customers to vehicle-maintenance customers. At Performance Administration, we construct personalized prepaid maintenance plans designed to encourage service loyalty and repurchase intentions at the issuing dealership.
It’s all about keeping your dealership top-of-mind
until their next vehicle purchase need arises.
Reward Customer Loyalty
customer delight and loyalty are inextricably linked.
According to J.D. Power and Associates, loyalty increases dramatically among vehicle owners who are “delighted” with their service experience, as 96 percent indicate they “definitely will” return to the dealer service department while their vehicle is under warranty, and 89 percent indicate they “definitely will” return post-warranty. Consequently, it behooves dealerships to reward loyal customers and keep the delight-loyalty cycle intact. Loyalty reminders regarding complimentary maintenance and perks like a free vehicle exterior wash or oil change represent effective means of nurturing customer delight into continued loyalty.
Add a Personal Touch
consider them more than simply a revenue number
and they’ll, in turn, perceive your product and service offering as different from that of “any old auto dealership.” This personal touch can be accomplished by numerous strategies, including tracking service history with dealer maintenance software in order to provide customized service reminders or thanking vehicle purchasers personally via social media postings. Sending customized birthday cards to vehicle purchasers also represents a nice touch.
Do Something Unexpected
what’s the best way to delight your customers?
It’s by going the extra mile to surprise them with an unexpected perk. Find a way to reward your valued customers with a benefit they had not anticipated, something that brings smiles to their faces. Offer them a complimentary delivery service bringing buyers’ new vehicles to their homes or loan them an electronic device like an iPad should they opt to remain on-site while their vehicle receives maintenance. When delight-seeking customers are conditioned to expect the unexpected from your dealership, then you’re well on your way to cultivating a lifetime customer.
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