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Jared Hamilton
From: Jared Hamilton
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Denim Simkins

Denim Simkins Director, Fixed Ops

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Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

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Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Focus point: Customer retention

57234563a99c05b1b9c6d3c6546c356f.jpg?t=1There are several critical performance indicators in service, however, the most critical one to measure and excel in is customer retention. Customer retention is the source for future growth. If we are able to reduce the amount of customer defections over a defined period of time while we keep our arms open welcoming new, we will continue to have a customer base that grows month after month. The main focus is to reduce the customer defection after the warranty time period expires. It is no secret within our industry that once a customer reaches the end of the warranty time period they almost simply disappear into thin air. The reality? They were looking to defect long before they vanished.

Every service visit, every customer touch point is recorded in a service experience bank deep within our customers minds. Every time a positive customer experience happens there is a deposit in the emotional bank and trust. Conversely when there is a negative experience there is a withdrawal. Here is the secret, and it's really no different than our physical bank accounts, the withdrawals are easier, quicker and even more severe than the time and energy it took to earn the deposits. For instance, during a relationship with a customer over the last three years that included several visits each year can be taken into overdraft with one negative experience. Simply put, our account is volatile and every single customer touch point should be treated as such. Walt Disney said it best “do what you do so well that they will want to see it again and bring their friends.”

Here are a few ways to ensure you are performing positive customer treatment.

  • Actively listen – Hear what your customers are saying.
  • Show genuine interest – Treat your customers right
  • Treat your customer as a managing partner – value their opinion
  • Build trust by being transparent
  • Own up to your mistakes – Take full responsibility and then some, do a little extra
  • Keep your word – Follow through on your promises
  • Always say “thank you” – show extreme gratitude
  • Communicate – building a strong relationship takes communication
  • Invite them back – Ask your customer to come back and see you.
  • Continue to over satisfy – build value and offer VIP specials.
  • Respect – respect your customer, respect their thoughts and their feedback

Keep in mind that a minor 5% increase in customer retention can equate to a 70% increase in profit. Apply these eleven trade secrets on every interaction and watch your loyal customer base grow.

mark rask
Denim these are some great ideas....I am going to share this with my service bdc reps

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