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As ironic as it may sound, this is true. To have a successful Customer Loyalty Reward Program, the dealers should focus on their employees’ loyalty and satisfaction first. I’ve read two interesting articles from some of the marketing experts in the automotive industry and their findings and observations are quite an eye-opener to an ongoing and overlooked issue.
JD Rucker, Director of New Media for KPA, presented an awesome infographic, “Are You Truly Recognizing Your Employees?”, on the importance employee recognition has and what employees are expecting from their employers. The percentages speak for themselves and there is no doubt that there is plenty of room for growth and discussion.
Mike Gorun, from MediaTrac, also presented an interesting article, “Is Employee Loyalty Killing You?”, where he explains how an employee’s loyalty has a direct effect on a customer’s loyalty and how this affects the end results for a dealership.
What is interesting about these excellent articles is that both point out that an increase and improvement on ROI is tied to a positive work environment. I read some of the stats that actually say:
Many times I have mentioned that the dealership should work as a unit towards the same goal, but these stats and some of the tips you’ll find to improve how your dealership is operating right now, will make a stronger impact than just a simple comment. Once again, is not about telling you how to run your dealer, but instead, is to give you an outsider’s view of how your current techniques can be enhanced.
The more you polish your skills, the more cost effective your business will be. By having an established process that is employee-oriented and open to improvement, your overall results will show a steady business growth and success.