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Mike Gorun

Mike Gorun Managing Partner/CEO

Mike Gorun Blog Posts

Using Marketing to Hire an Engaged Staff

Using Marketing to Hire an Engaged Staff

The automotive industry has a sales department staffing problem – and a big one. In fact, NADA has placed the yearly turnover rate as high as 70 …

For Loyalty, All You Need Is Love

For Loyalty, All You Need Is Love

As technology has caused a significant shift in consumer interactions and desires, retailers have to follow suit in order to retain the consumers&rsquo…

Creating Confidence in Consistency Is Key to Customer Loyalty

Creating Confidence in Consistency Is Key to Customer Loyalty

Great customer experiences can win customer loyalty. That’s why dealerships install restaurants, movie theatres and Starbucks. But while that cus…

Customers Expect the Impossible – So Give It to Them

Customers Expect the Impossible – So Give It to Them

As Henry Ford stated, “If I had asked people what they wanted, they would have said faster horses.” Technology changes in our industry f…

The Rush to Automation Could Be Detrimental to Loyalty

The Rush to Automation Could Be Detrimental to Loyalty

Humans naturally crave interaction with other humans. However, as technology advances, there is an increasing push by companies to automate as much of …

Digital Car Buyers Mean More Showroom Traffic, Not Less

Digital Car Buyers Mean More Showroom Traffic, Not Less

There’s a big push in our industry right now to bring as much of the car buying process online as possible. Startups are entering the space belie…

Lack of Time Can Be Costlier Than You Think

Lack of Time Can Be Costlier Than You Think

Working retail in the auto industry can certainly be taxing. Salespeople work 60-70 hour weeks to make a paycheck. Sales managers do so while also havi…

Employee Retention: Why Are We Going Backwards?

Employee Retention: Why Are We Going Backwards?

A recent article in Automotive News reports that the three-year employee retention rate at dealerships reached a new low, dropping by 2%. In fact, the …

Efficiency is the Key to Loyalty

Efficiency is the Key to Loyalty

Have you ever tried to call a dealership – whether it’s to inquire about a vehicle or schedule a service appointment – just to get pl…

Now Is the Time to Be Selling Pre-Paid Maintenance

Now Is the Time to Be Selling Pre-Paid Maintenance

With the major shift into leasing certified pre-owned vehicles by several OEMs and major financial institutions, many dealers have predicted a decline …

One Dealership’s Killer Community Support Program

One Dealership’s Killer Community Support Program

Tom Hawkins, Dealer Principal of Hawkins Chevrolet in Fairmont, MN, a cornerstone of his local community, was searching for a way to provide even more …

For Maximum Revenue You Must Get Emotional

For Maximum Revenue You Must Get Emotional

Many businesses, including the automotive industry, have a strong focus on creating a better customer experience through technology. In fact, technolog…

Do You Have A “Super” Loyalty Program?

Do You Have A “Super” Loyalty Program?

Loyalty programs are nothing new to retail. In the beginning, most consisted of simple punch cards or other basic means of tracking customer transactio…

Maybe We’re Approaching This Whole Loyalty Thing Wrong?

Maybe We’re Approaching This Whole Loyalty Thing Wrong?

Customer loyalty is something every business needs and desires. Some companies are spectacular at accomplishing it, while others struggle. According to …

So You Think You Have Customer Loyalty Figured Out…Not So Fast!

So You Think You Have Customer Loyalty Figured Out…Not So Fast!

You may think that simply because you offer an excellent customer experience, your customers will be loyal… but what is really happening? Is it …

CrossFit for Dealerships: Building a True Team

CrossFit for Dealerships: Building a True Team

If you’ve ever worked in automotive retail, you know that there are constant internal struggles going on between employees and their departments.…

Do you Value your Employees? Show Them!

Do you Value your Employees? Show Them!

A little over a year ago, the founder of a credit card payment processing company made an unorthodox move that resulted in some very mixed reactions an…

When Being a Manager Requires Compassion

When Being a Manager Requires Compassion

The retail automotive world demands a lot, including long hours, working holidays and little flexibility in schedule. Most dealerships require 1 or 2 &…

Food is the Way to a Man’s Heart... But Not That Kind of Food

Food is the Way to a Man’s Heart... But Not That Kind of Food

This common saying is certainly one that everyone knows. And, whether it’s true or not, has endured time. Why? Because someone cooking for you is…

Don’t Let Your Loyalty Program Backfire!

Don’t Let Your Loyalty Program Backfire!

The intention of a loyalty program is to show your customers that they are appreciated and encourage them to choose your business over any competition.…

Turning the “Perfect” Opportunity into Goodwill and Car Sales

Turning the “Perfect” Opportunity into Goodwill and Car Sales

While car dealerships aren’t necessarily held in high regards by consumers, there are many dealers out there that are pillars of their community.…

Socially Responsible Dealerships & Customer Loyalty

Socially Responsible Dealerships & Customer Loyalty

All humans have feelings and those feelings can absolutely affect their decisions in life, including any products purchased, where they buy them and to…

Redefining Employee Engagement

Redefining Employee Engagement

There have been countless studies about employee engagement and how, when engaged, employees tend to be happier, more productive and deliver a better c…

What Would Your Customers Do If There Weren’t Any More Discounts?

What Would Your Customers Do If There Weren’t Any More Discounts?

Loyalty is a fickle thing. While your customer has consistently serviced their vehicle with you, when they get that $19.95 oil change coupon from your …

How Mazda’s New Recipe for Customer Loyalty Can Translate to Dealers

How Mazda’s New Recipe for Customer Loyalty Can Translate to Dealers

In a recent interview with Automotive News, Masahiro Moro, head of Mazda North American Operations, detailed Mazda’s plan to increase customer lo…

How One Dealership Found the Recipe for Success in Customer Engagement

How One Dealership Found the Recipe for Success in Customer Engagement

Getting your customer’s attention and engaging with them can be a tough task these days. There is so much competition from other marketers -- cus…

How to Combat Loyalty Program Fatigue

How to Combat Loyalty Program Fatigue

The average U.S. household now belongs to more than 18 loyalty programs, for a total of more than 2 billion memberships. That’s an awful lot of l…

Loyalty Is Much More Than a Transaction

Loyalty Is Much More Than a Transaction

According to a study by Colloquy, there are 3.3 billion loyalty program memberships in the United States, which averages 29 per household. Yes, loyalty…

Your Biggest Revenue Opportunity Is Closer Than You Think

Your Biggest Revenue Opportunity Is Closer Than You Think

It’s a well-known fact that retaining customers is less expensive and can be more profitable than acquiring new ones. The reality is essentially,…

How Customer Experience Failures Effect Business

How Customer Experience Failures Effect Business

Whether it’s an unhappy customer in the service drive because the repair is taking too long; or a customer in sales for 4 long hours attempting t…

They’d Rather Clean a Toilet than Talk to You

They’d Rather Clean a Toilet than Talk to You

In this age of always-connected consumers seeking instant gratification 24 hours per day, consumer engagement and the customer experience are more impo…

Dealership Wins by Focusing on Retention, Caring More about Lifetime Value of Customer than Dollars

Dealership Wins by Focusing on Retention, Caring More about Lifetime Value of Customer than Dollars

San Ramon, CA – March 14, 2016 --  Performance Loyalty Group (PLG), today announced that H&H Chevrolet of Omaha, NE, has grown its service r…

Are Your Salespeople Evergreen or Shedding Customers?

Are Your Salespeople Evergreen or Shedding Customers?

An excellent article on Customer Experience Insight shared an analogy that resonated with me as it can be applied to automotive salespeople. The article …

Win Customer Loyalty One Customer at a Time

Win Customer Loyalty One Customer at a Time

In today’s environment, consumers demand more personal attention and expect tangible appreciation for their business. Loyalty programs, great customer …

How to Add $106,000 to Your Bottom Line

How to Add $106,000 to Your Bottom Line

What Do Consumers Want in Exchange for Their Loyalty?

What Do Consumers Want in Exchange for Their Loyalty?

It’s getting more difficult to earn and keep loyal customers. Consumers these days have so many choices for their shopping needs that it only takes tha…

Know your Competition! What Independents Are Doing to Retain Customers

Know your Competition! What Independents Are Doing to Retain Customers

There is a constant stream of advice from industry experts concerning customer loyalty and retention. While most of the advice is on point, a large piece…

Is Uber Shooting Itself in the Foot with Surge Pricing?

Is Uber Shooting Itself in the Foot with Surge Pricing?

Ever popular transportation service Uber is coming under fire for what some say is an exploitative business practice. Uber tends to be a convenient and e…

Can an App Create a Customer Experience? Ford Thinks So

Can an App Create a Customer Experience? Ford Thinks So

At the North American International Auto Show, Ford unveiled an interesting new program to the world – FordPass. According to The Detroit News, Ford’…

Customer Experience is King

Customer Experience is King

Competition for air travel is fierce. Especially when it comes to wooing business travelers. An interesting fact that recently came to light is that the …

Own Your Way to Customer Loyalty

Own Your Way to Customer Loyalty

Earning customer loyalty in today’s society is especially tricky. As almost every retailer now has a loyalty program, it’s difficult to stand out and…

The ROI of Customer Experience

The ROI of Customer Experience

An interesting study conducted by MaritzCX and published on CustomerThink relays how dealers should care about – and invest in – the creation of a be…

How New Car Owner Clinics Can Foster Customer Loyalty

How New Car Owner Clinics Can Foster Customer Loyalty

In dealing with the customer experience, all too often the conversation centers on the customer’s buying path from initial contact through the sale. Wh…

Is It Ever OK to Lie to a Customer?

Is It Ever OK to Lie to a Customer?

Yes.   Now let me explain.   In our industry – as well as life – we continuously talk about transparency. Let’s be brutally honest here. Some…

Want to Know Why Consumers Don’t Trust Us?

Want to Know Why Consumers Don’t Trust Us?

The reason that consumers don’t trust us is simple… the messages we send them aren’t believable.   Point in case: Doug Demiro, a former manager …

Loyalty: Why Silence is the Enemy

Loyalty: Why Silence is the Enemy

In the automotive industry, hundreds of customers pass through dealerships on a daily basis. Each of these customers will interact with dealership staff …

The Lowest Hanging Fruit for Revenue Doesn’t Want to Buy a Car

The Lowest Hanging Fruit for Revenue Doesn’t Want to Buy a Car

There is a group of people that seems to sit in limbo when it comes to dealership marketing messages, especially when it comes to service. This group of …

The Key to Earning Business from Millennials May Not Be What You Think

The Key to Earning Business from Millennials May Not Be What You Think

In our industry, one universal sales practice is to tailor your techniques to the wants and needs of the customer in front of you. If you have a young ma…

Is Spreading the Sales Process Out the Answer to Excellent CSI?

Is Spreading the Sales Process Out the Answer to Excellent CSI?

A hot topic of much discussion today is the decrease in the sales process. There are many opinions on whether shortening the time it takes consumers to b…

When In Rome… Adapting To Your Customers to Build Loyalty

When In Rome… Adapting To Your Customers to Build Loyalty

Mimicking customer behavior is one of the oldest sales techniques in the business. So is finding common interests and building rapport. However, with thr…

Loyalty Rewards: Not All Customers Deserve Them

Loyalty Rewards: Not All Customers Deserve Them

Loyalty programs surround us. We live in a world filled with keychains on which multiple little plastic mini loyalty cards dangle. There aren’t many pl…

Google Just Made Targeted Ads More Effective

Google Just Made Targeted Ads More Effective

When done properly, Google Ads are an effective piece in any multi-channel marketing strategy. The ability to target traffic to specific behavior and key…

Don’t Give Up On Your Customers and They Won’t Give Up On You

Don’t Give Up On Your Customers and They Won’t Give Up On You

In life, not everything goes our way. Things happen. Planes get delayed. It rains during a wedding. Life intervenes. In business, the same holds true. If…

Stop Racing to the Bottom: Sell Value Instead of Discounts

Stop Racing to the Bottom: Sell Value Instead of Discounts

The other day, a friend of mine was in the market for a new tech toy. As he researched the different available brands, he noticed a huge difference in pr…

A Simple Roadmap to Customer Loyalty

A Simple Roadmap to Customer Loyalty

Human beings do have a tendency to overcomplicate things. In our industry, there are so many things that we need to deal with on a daily basis - customer…

Is The Way to Loyalty Through Your Customer’s Stomach?

Is The Way to Loyalty Through Your Customer’s Stomach?

Companies increasingly invent new and creative ways to earn loyalty from their customers. Every year we hear of companies pulling off interesting and cre…

Don’t Confuse Repeat Customers with Loyal Ones

Don’t Confuse Repeat Customers with Loyal Ones

Today’s customers are fickle creatures -- one misstep and they never return. So, how is a dealership supposed to identify true customer loyalty if it c…

Is Giving Up Profit A Smart Path To Customer Loyalty?

Is Giving Up Profit A Smart Path To Customer Loyalty?

A dealer in Washington state has taken a highly unusual - and unheard of - path to customer retention and loyalty. According to Automotive News, Denver M…

Going the Extra Mile to Earn Customer Loyalty

Going the Extra Mile to Earn Customer Loyalty

With brand loyalty at its highest point ever, it’s time to take a new look at customer loyalty within your own dealership. According to IHS Automotive,…

Innovative Dealer Partners with Village to Increase Sales and Loyalty

Innovative Dealer Partners with Village to Increase Sales and Loyalty

According to an article in Automotive News, one dealer in Illinois has come up with a pretty ingenious loyalty rewards program idea – to leverage taxpa…

Amazon Loyalty Program Promises More Deals Than Black Friday

Amazon Loyalty Program Promises More Deals Than Black Friday

In a recent press release, Amazon announced that, in celebration of its 20th birthday, July 15 will be “Prime Day” – a day on which Amazon claims i…

Who Is More Loyal? Floyd Mayweather Or The Dealer?

Who Is More Loyal? Floyd Mayweather Or The Dealer?

A recent article in Automotive News relayed the story of Obi Obeke and how he had sold 39 cars to world-famous boxer Floyd Mayweather. The article explai…

Would You Like White or Red Wine With Your Oil Change?

Would You Like White or Red Wine With Your Oil Change?

If you were to ask today’s consumers if they’d like to hang out at a car dealership, chances are that the majority would respond “no.” When consu…

Do You Know What Your Churn Rate Is? You Should.

Do You Know What Your Churn Rate Is? You Should.

“When Coca-Cola changed their secret formula in 1983, loyalists were outraged. Coca-Cola received 1,500 calls per day and more than 400,000 angry calls…

Discounts: They Work But Can Do More Harm than Good

Discounts: They Work But Can Do More Harm than Good

It’s no secret that dealerships have been in a crazy race to the bottom in terms of profit per vehicle. Consumers are always looking for the best deal …

Dealer Currency Helps Grow Gross Revenue on Every Sale While Retaining Customers

Dealer Currency Helps Grow Gross Revenue on Every Sale While Retaining Customers

I recently had the pleasure to work with a very innovative dealer who implemented the concept of “dealer currency” in his dealership with great succe…

Retention, Loyalty or Acquisition Marketing?

Retention, Loyalty or Acquisition Marketing?

We all want new customers. And it’s certainly mandatory to retain a customer to create a loyal one. But how we market our dealerships is increasingly i…

When Will I See You Again?

When Will I See You Again?

When will I see you again? No, I am not talking about the 70’s pop song, although the lyrics just may fit the content here. I am talking about the cont…

Will Speed & Efficiency Give AutoNation A Competitive Edge?

Will Speed & Efficiency Give AutoNation A Competitive Edge?

The largest complaint that consumers have when considering a vehicle purchase is the fact that the process takes too long. Even with all the new technolo…

It’s All a Matter of Perspective

It’s All a Matter of Perspective

When did you last walk through the customer entrance of your dealership and look at what is truly being experienced by the customer?   Forget for a mo…

What’s in Your Wallet?

What’s in Your Wallet?

A couple generations ago, if you didn’t carry cash on your person, perhaps a personal check was accepted at your favorite store.  Then credit cards beca…

The Mind is Like a Parachute – It Works Best When Open

The Mind is Like a Parachute – It Works Best When Open

Competition in business is usually a good thing.  Sure, we’d all like to have the market cornered, but without a little competition we would perhaps n…

Going Beyond All-You-Can-Eat In Loyalty

Going Beyond All-You-Can-Eat In Loyalty

When consumers think of loyalty programs, they typically think of racking up miles, or frequenting a business in exchange for rewards, perks or freebies.…

Am I Really A VIP?

Am I Really A VIP?

I had just finished reading this article on marketsoft.com about customer loyalty, when a business associate told me about a similar situation that happe…

Less Complaints Don’t Always Equal Increased Customer Satisfaction

Less Complaints Don’t Always Equal Increased Customer Satisfaction

It sounds backwards, at first, but when was the last time you asked your customers for a complaint or some constructive criticism?  If you’re like mos…

Good Customer Service?

Good Customer Service?

Is your car dealership doing everything possible to keep your customers satisfied and happy?  Now, more than ever, your reputation for building relation…

How to Make Lemonade Out of Lemons: the Easy Way

How to Make Lemonade Out of Lemons: the Easy Way

​There are many stories of young kids or teens starting successful businesses. And there are as well the simple stories of kids mowing lawns or washing c…

First Comes Love, Then Comes Marriage…Then Comes??

First Comes Love, Then Comes Marriage…Then Comes??

Do you think your customers feel the same about your company as you think they do?  Think again, they probably don’t.   These days, car dealerships…

Don’t Get Blacked Out In Your Own Market

Don’t Get Blacked Out In Your Own Market

With NFL football fans gearing up for another season, DIRECTV is once again offering new customers the 2014 NFL Sunday Ticket for free along with deeply …

What Is a Customer’s Location Data Worth?

What Is a Customer’s Location Data Worth?

Geo-targeting and geo-fencing technology has been around for many years. Some social networks use it and provide businesses with ways to show customers o…

GM: Why Customers Are Loyal Despite Recalls

GM: Why Customers Are Loyal Despite Recalls

A recent article on the Huffington Post asked why consumers are still buying GM vehicles despite all of the recent recalls. There’s no question that th…

How E-Mails Can Build Customer Loyalty

How E-Mails Can Build Customer Loyalty

There are many things that companies can do to earn a customer’s loyalty. However, e-mail marketing isn’t typically high on the list. Consumers get b…

Walmart Gets Into the Loyalty Program Arena

Walmart Gets Into the Loyalty Program Arena

​Recently, AdAge reported that Walmart is starting a loyalty program. Based on their price-match guarantee, Walmart is launching an app named “Savings …

Using Data to Drive Tangible Results

Using Data to Drive Tangible Results

[This is part 6 in the “What’s the Big Deal With Data Anyways?” series. Click here to read part 5] The whole goal of this series is to help deale…

Using Data to Improve Marketing and Strengthen Customer Loyalty

Using Data to Improve Marketing and Strengthen Customer Loyalty

[This is part five in the "What's the Big Deal With Data Anyways?" series. Click here to read part four.] Segmentation of DMS data can be defined as th…

What’s the Big Deal about Data Anyways? – Part Four

What’s the Big Deal about Data Anyways? – Part Four

[Click here to read part three in this series.] Over the past few years numerous new marketing companies have emerged as a solution for dealers’ digit…

What’s the Big Deal with Data Anyways? – Part Three

What’s the Big Deal with Data Anyways? – Part Three

As I mentioned in part two of this series, many DMS providers make it difficult for dealers to download their customer database. In some cases, it’s b…

What’s the Big Deal with Data Anyways? – Part Two

What’s the Big Deal with Data Anyways? – Part Two

In part one of this series, I discussed the importance of dealerships using their data effectively in marketing and how, when done properly, it can incr…

What’s the Big Deal with Data Anyways? – Part One

What’s the Big Deal with Data Anyways? – Part One

This blog is the first in a series I plan based around how to better use dealer data in marketing to customers. There is a reason that ‘Big Data’ has…

Do You Choose Your Customers Or Do They Choose You?

Do You Choose Your Customers Or Do They Choose You?

I recently read a very thought-provoking article asking this very question; “Is the simple fact that the customer has money enough to make the purchase…

What Is Anticipatory Customer Service?

What Is Anticipatory Customer Service?

A fascinating article in Forbes shared a concept that is increasingly winning over customers. In the article, the author described what he termed “anti…

Yahoo Bets Big on Customer Loyalty

Yahoo Bets Big on Customer Loyalty

In a recent announcement by Yahoo CEO Marissa Mayer, it was revealed that Yahoo will soon stop allowing its users to login using their Facebook or Google…

Rewarding the Four Percent: Delta’s New Loyalty Strategy

Rewarding the Four Percent: Delta’s New Loyalty Strategy

Delta Airlines recently revamped its loyalty program changing how rewards are distributed to its customers.  In an article in Knowledge@Wharton, Peter F…

Do Loyalty Programs Pay Off?

Do Loyalty Programs Pay Off?

In a world filled with loyalty programs, it’s always interesting when I talk to a dealership that harbors doubts. The cost involved in having a loyalty…

Loyalty Begins At Home

Loyalty Begins At Home

I’m sure you’ve heard the phrase “Work your pay plan.” It doesn’t matter whether you held a position in sales, service, or parts, this advice h…

Stop Thinking in Third Person

Stop Thinking in Third Person

Dealerships today are continuously seeking new ways to acquire new customers. Endless services and platforms pop up almost daily that offer businesses ne…

Would Your Customers Pay For Your Loyalty Program?

Would Your Customers Pay For Your Loyalty Program?

Imagine having customers so loyal that they are willing to pay you just to do business with your dealership. Do you think a customer that makes an invest…

Choosing How to Reward Your Customers Wisely

Choosing How to Reward Your Customers Wisely

Oftentimes, businesses adopt a rewards program to thank their frequent customers and to encourage and increase the likelihood that they will return. Whil…

Why Every Dealership Should Have A Giant Inflatable Gorilla

Why Every Dealership Should Have A Giant Inflatable Gorilla

One of the challenges that dealers and managers face when analyzing their marketing budgets is sourcing traffic. Do you find anomalies in your sources wh…

Want Loyal Customers? Make Them Owners

Want Loyal Customers? Make Them Owners

The LA Times reported this month that, in an interesting move, AMC Entertainment, the owner of over 300 movie theaters including 25 of the 50 highest gro…

What’s In Your Wallet – The Sequel

What’s In Your Wallet – The Sequel

In the October 2013 edition of Dealer magazine, I examined a phenomenon that occurred last Christmas. Partnering with luxury shopping site Gilt.com, Star…

How Do You Solve A Problem Like Generation Z?

How Do You Solve A Problem Like Generation Z?

In the past, the right mixes of traditional and media buys wrapped up in the bow that is your demographic was all it took to catch consumer’s atten…

Would Your Customers Get a Tattoo Of Your Brand?

Would Your Customers Get a Tattoo Of Your Brand?

Would your customers get a tattoo of your brand? A recent article on Forbes told the story of Swiftwick, a sock company that had such a fervent following …

Setting Something Free Doesn’t Mean It’ll Come Back

Setting Something Free Doesn’t Mean It’ll Come Back

I am sure many of you will have heard the saying “If you love something, set it free. If it comes back, it’s meant to be.” While this may…

The Odds are Always in the Casino’s Favor

The Odds are Always in the Casino’s Favor

Anyone who gambles – whether they are a casual gambler or a professional gambler – realizes that casinos aren’t in business to lose mon…

Solving the Puzzle of Customer Loyalty: A Holistic Explanation

Solving the Puzzle of Customer Loyalty: A Holistic Explanation

I’ve written many articles about the different types of loyalty and how each can affect your business’ growth and revenue. However, I’v…

Loyalty Comes In Many Forms

Loyalty Comes In Many Forms

I came across an excellent blog article recently that discussed the different forms of loyalty that exist in the car business. In this article, the autho…

Sometimes Loyal Customers Come In Small Packages

Sometimes Loyal Customers Come In Small Packages

There are countless articles on how hard it is to create a truly loyal customer and how easy it is to lose one. Creating customer loyalty is a challenge …

Empowering Employees to WOW Without Fear

Empowering Employees to WOW Without Fear

The Ritz-Carlton hotel chain has an exciting customer service policy that empowers every employee with $2,000 to satisfy any guest without approval. This…

Why Dealers Already Offer The Apple Experience

Why Dealers Already Offer The Apple Experience

Articles are continuously being written in hopes of dissecting and duplicating the Apple Store experience for other businesses. I’ve even seen sess…

Thanks for the Memories

Thanks for the Memories

What was the last restaurant you ate at? Did you tell anyone about it? Why? What prompted you to do so? Did you get good service, bad service? Was the fo…

Acquisition and Retention Get Married

Acquisition and Retention Get Married

A new benchmark report published last month by RSR Research, provides some interesting information about retailers and the shifts in focus and importance…

The Science Behind Customer Loyalty

The Science Behind Customer Loyalty

One challenge all businesses face is creating loyal customers. As business owners, we try to analyze our customers to figure out what methods we can use …

How a Life Lesson Was Learned by the World’s Best Bourbon

How a Life Lesson Was Learned by the World’s Best Bourbon

Life lessons typically come when you least expect them as software coder, Ted Dziuba, discovered. He and his friend went to a bar that served Pappy Winkl…

How Rewards Become Chores

How Rewards Become Chores

There are many benefits to having an automotive loyalty program at your dealership to increase business and customer retention. You must be mindful, howe…

How to Create a Customer for Life Through Emotion

How to Create a Customer for Life Through Emotion

As football season approaches, I am reminded of a story that was widely publicized last spring. Joe Flacco, having just signed a $121 million contract wi…

Increasing Customer Loyalty Begins With a Smile

Increasing Customer Loyalty Begins With a Smile

A recent study by Barclays Bank revealed interesting statistics about consumer behavior as it relates to small and medium-sized businesses. The study inc…

Why The Best Type Of Feedback Is Complaints

Why The Best Type Of Feedback Is Complaints

A brilliant and successful businessperson recently shared why he loves his angriest customers. Phil Libin, CEO and co-founder of Evernote, wrote an artic…

Why a “Satisfied” Customer is Unacceptable

Why a “Satisfied” Customer is Unacceptable

I came across an article recently by Jeffrey Gitomer that really hit home. In essence, he said that there are countless awards given out for levels of &l…

The Transformation of Employee Loyalty in Gen Y

The Transformation of Employee Loyalty in Gen Y

In the past, it wasn’t uncommon for employees to spend their whole working lives with a single company. People would start in their late teens and …

Changing Your Image Is Hard but Possible

Changing Your Image Is Hard but Possible

Frequent travelers have many choices when choosing airlines. Some choose an airline for their frequent flier benefits; some for their convenient routes o…

How OEMs are Giving Dealers a Jumpstart in Retention

How OEMs are Giving Dealers a Jumpstart in Retention

Manufacturers are increasingly introducing programs designed to increase brand loyalty, and car buyers are staying more loyal than ever before. One of th…

What History Can Tell Us about Loyalty

What History Can Tell Us about Loyalty

“The British are coming” shouted Paul Revere in his famous midnight ride frantically trying to warn colonists of the impending attacks by Eng…

Why Employee Retention Effects Customer Retention

Why Employee Retention Effects Customer Retention

In the automotive world, the bottom line is that many dealerships experience very high turnover rates with employees, especially in sales. Our world is o…

Explode Your Loyalty Program with Social Media

Explode Your Loyalty Program with Social Media

As social media gets more and more entrenched in our daily lives, it’s becoming the easiest and most visible place for one of the most important th…

A Concept That Could Double Your Loyalty Program Results

A Concept That Could Double Your Loyalty Program Results

The whole idea of a loyalty program is to encourage and reward customers for doing business with you. The easier you make it for them to earn rewards and…

One Simple Question That Can Help You Drive Loyalty

One Simple Question That Can Help You Drive Loyalty

I recently read an article about a recent Forrester Report titled “Banks and Retailers: You Cannot Price Your Way Out of Bad Customer Experiences.&…

The Longer You’re Married, the Harder You Have to Work

The Longer You’re Married, the Harder You Have to Work

Creating a loyal customer is sort of like getting married. The introduction is followed by a period of courtship and, if all goes well, commitments are m…

Selling in the Service Drive with a Twist

Selling in the Service Drive with a Twist

It’s not a new idea to have one of your salespeople working the service drive. Opportunities and circumstances exist where it may be beneficial for…

Five Keys to Increasing Customer Retention at Your Dealership

Five Keys to Increasing Customer Retention at Your Dealership

Dealerships today spend most of their marketing budgets on acquiring new customers. Those ads in the newspapers aren’t really meant for current of …

Three Easy Ways to Analyze Your Dealership Marketing & Increase Its Effectiveness

Three Easy Ways to Analyze Your Dealership Marketing & Increase Its Effectiveness

In today’s world of constant noise, it’s more difficult than ever to market your dealership. Dealers are constantly trying to guess where the…

Is Employee Loyalty Killing You?

Is Employee Loyalty Killing You?

Can efforts to capture customer loyalty be thwarted by employee loyalty? Evidence gathered from top retail groups, including auto dealerships, indicates…

Building Up Employees’ Loyalty and Engagement: What I Like About You

Building Up Employees’ Loyalty and Engagement: What I Like About You

​ When did you last share with someone important why you enjoy him or her? We’re fast to convey disappointment or dissatisfaction with others, but…

Utilize a Rewards Program to Increase Marketing ROI

Utilize a Rewards Program to Increase Marketing ROI

98% of Customers Who Join a Rewards Program Provide an Email Address Email Open Rates for Reward Members are 300% Higher Than Non-Members Dealerships T…

Are You Taking The Right Approach To Your Pre-Paid Maintenance Programs?

Are You Taking The Right Approach To Your Pre-Paid Maintenance Programs?

​With service departments finally getting the credit due to them for contributing to the growth and profit of dealerships, pre-paid maintenance program…

Is it Something I Said? 5 Communication Tips To Motivate Your Team to More Sales

Is it Something I Said? 5 Communication Tips To Motivate Your Team to More Sales

Creating loyal customers starts with a loyal team. It is important that your employees feel valued and motivated on a daily basis. When your team is at its…

Make Your Fixed Ops Variable. 6 Tips to Increase Your Service Revenue

Make Your Fixed Ops Variable. 6 Tips to Increase Your Service Revenue

When we hear the term “Fixed Ops” we think of something that cannot be changed. The concept of Fixed Ops is that they depend on the result of t…

Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

Your Online Reputation Is Hurting Your Customer Retention: 6 Tips To Create Customer Loyalty and Maintain Your Online Reputation

Statistics show that a customer who has a good experience will tell 4 to 5 people. However, a customer who has a bad experience will tell more than 20. In …

Five Tips for Motivating Employees

Five Tips for Motivating Employees

The best tools in the world are only as good as their user. Similarly, loyalty programs are only as good as your employees make them. The best loyalty prog…

Five Tips for Successful E-Mail Acquisition

Five Tips for Successful E-Mail Acquisition

Targeted e-mail campaigns are still one of the most effective forms of marketing, and marketers say that e-mail is still a strong performer as a generator …

Identify & Remove the Obstacles to Customer Loyalty

Identify & Remove the Obstacles to Customer Loyalty

A recent article in Direct Marketing News offers an in-depth analysis of the typical obstacles that companies must overcome to build customer loyalty. If y…

How Big Data and Customer Analytics Can Boost Customer Retention

How Big Data and Customer Analytics Can Boost Customer Retention

        TechWeb, a division of United Business Media (UBM Tech) recently released a comprehensive white paper sponsored by IBM, titled,…

Do You Target Your Marketing Messages to Three Types of Buyers?

Do You Target Your Marketing Messages to Three Types of Buyers?

A survey of more than 13,000 individuals conducted by Carnegie Mellon University reveals there are three types of buyers: -Average/unconflicted: 61% -Spe…

New What Would Your Scent Logo Be?

New What Would Your Scent Logo Be?

  Neuromarketing is an interesting blog combining brain science and marketing. A recent post discusses the growing trend of using scent logos: and no…

Happy Mobile New Year! 4 Tips for Building Loyalty with Your Mobile Customers

Happy Mobile New Year! 4 Tips for Building Loyalty with Your Mobile Customers

  According to Google’s 2012 Our Mobile Planet Smartphone Research report, within the past two years, the number of Google searches on mobil…

Do You Really Know What Your Customers Think of You?

Do You Really Know What Your Customers Think of You?

  How is your company’s customer service? Pretty Good? Sure about that? According to statistics provided by Bain & Co., 80% of companies…

Why You Must Have a System for Resolving Customer Complaints

Why You Must Have a System for Resolving Customer Complaints

  A recent study by the Tempkin Group found that it takes an average of five clients giving positive referrals for your business in order to get o…

Make Your VIPs Feel Special with a Customer Appreciation Event

Make Your VIPs Feel Special with a Customer Appreciation Event

  You know who they are: your VIP customers. The ones who have purchased more than one vehicle from you and the ones who frequent your service dep…

Are Your Loyalty Communications Aligned With Your Brand?

Are Your Loyalty Communications Aligned With Your Brand?

  Whether your dealership has, or is considering a loyalty program, it’s important to make sure your marketing messages align with the overa…

Holidays Are a Great Time to Build Loyalty With Customers

Holidays Are a Great Time to Build Loyalty With Customers

  It’s that time of year when giving takes priority over getting. Most dealerships I know are extremely generous when it comes to charitable…

Four Tips for Combating Loyalty Program Fatigue

Four Tips for Combating Loyalty Program Fatigue

  How many cards do you have in your wallet? The average U.S. household now belongs to more than 18 loyalty programs, for a total of more than 2 b…

Pricing Pre-Paid Maintenance Plans is Critical to Their Success

Pricing Pre-Paid Maintenance Plans is Critical to Their Success

  Many dealerships price prepaid maintenance programs (PMPs) high enough to shatter success from the start. Thinking that the real benefit comes f…

Why Intangible Rewards Can Sometimes Be More Valuable Than Dollars

Why Intangible Rewards Can Sometimes Be More Valuable Than Dollars

  What do you think would excite your customer more? A 15% discount on a tire rotation or being notified that they have been elevated to VIP statu…

GM Puts $4.2 Billion Price Tag on Customer Loyalty: What’s It Worth to Your Dealership?

GM Puts $4.2 Billion Price Tag on Customer Loyalty: What’s It Worth to Your Dealership?

  General Motors recently announced a customer loyalty initiative to increase its customer retention rates from 52% to 58%. The car manufacturer h…

How to Turn an Angry Customer Into a Loyal One

How to Turn an Angry Customer Into a Loyal One

  It’s one of those unfortunate, inevitable facts of life: every company and every employee will at some point have to deal with an angry cu…

Don’t Just Acknowledge Complaints, Use Them to Improve!

Don’t Just Acknowledge Complaints, Use Them to Improve!

  Just about every business receives a complaint at some point or another. Whether it’s by phone, e-mail or via social media, when a custome…

Auto Sales and Service Must Work Together to Build Loyalty

Auto Sales and Service Must Work Together to Build Loyalty

  For dealers, two primary goals of implementing a loyalty program are: (1) to have the customer return to the service department for repairs, in …

Simple Summer Service Email Campaign Drives Profits at Auto Dealerships

Simple Summer Service Email Campaign Drives Profits at Auto Dealerships

  I have written several blogs in the past about the success of customer loyalty program promotions in auto dealerships. I am mainly interested in…

What Incentives Does Your Dealership Use to Bring Customers Back?

What Incentives Does Your Dealership Use to Bring Customers Back?

  Prospects decide where to buy, in part, based on the speed and quality of sales follow-up. Statistics prove that if you can get your prospect ba…

New Survey Reveals Growing Influence of Mobile & Social Media on Retail Purchase Decisions

New Survey Reveals Growing Influence of Mobile & Social Media on Retail Purchase Decisions

  A new survey reveals that mobile and social media have a growing influence on retail purchase decisions. Here is a summary of the Consumer Insig…

Self-Managed Pre-Paid Maintenance Programs Keep Customers Coming Back

Self-Managed Pre-Paid Maintenance Programs Keep Customers Coming Back

  Pre-paid Maintenance Plans (PMPs) keep customers returning to your service department and increase upsell opportunities, which is critical to in…

Ramping Up Your Loyalty Program?

Ramping Up Your Loyalty Program?

   Last month General Motors announced a new compensation structure based on customer retention. The pay plan affects 29,000 salaried employe…

4 Tips for Using Social Media to Promote Your Loyalty Rewards Program

4 Tips for Using Social Media to Promote Your Loyalty Rewards Program

  Who doesn’t love free stuff? If your dealership has a loyalty program that allows customers to accrue rewards points, one of the best ways…

Here’s Your Sign! Building Employee Morale.

Here’s Your Sign! Building Employee Morale.

  One of my favorite comedians is Bill Engvall, who does the “here’s your sign” gags. (i.e. A buddy and I went fishing. When we …

Incredible Acts of Customer Service Inspire Incredible Customer Loyalty

Incredible Acts of Customer Service Inspire Incredible Customer Loyalty

  What’s the most incredible act of customer service you have ever performed for a customer, and did it inspire their undying loyalty? In th…

Clever iPad Promotion and New UltraCare PPM Program Helps Hare Chevrolet Crush Aftermarket Service Shop Competition

Clever iPad Promotion and New UltraCare PPM Program Helps Hare Chevrolet Crush Aftermarket Service Shop Competition

  I have been doing regular blogs about successful promotions in dealerships that come to my attention. In this blog I wanted to let you know abou…

Build Loyalty with Five Metrics: #5—Member Repurchase Intent

Build Loyalty with Five Metrics: #5—Member Repurchase Intent

  Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, ser…

Build Loyalty with Five Metrics: #4—Retail Member Spend

Build Loyalty with Five Metrics: #4—Retail Member Spend

  Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, ser…

Build Loyalty with Five Metrics: #3—Service Visitation

Build Loyalty with Five Metrics: #3—Service Visitation

  Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, ser…

Build Loyalty with Five Metrics: #2—Sales-to-Service Conversion

Build Loyalty with Five Metrics: #2—Sales-to-Service Conversion

  Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, ser…

Build Loyalty With Five Metrics: #1—Marketing Responsiveness

Build Loyalty With Five Metrics: #1—Marketing Responsiveness

  Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, ser…

What do Dealers Have to Say About Their Service Rewards Programs?

What do Dealers Have to Say About Their Service Rewards Programs?

  Two weeks ago I posted a blog on this site detailing hard facts, numbers and results from dealerships’ loyalty programs. But sometimes fac…

Is Your Dealership A Customer Service Champion?

Is Your Dealership A Customer Service Champion?

  A couple of weeks ago, J.D. Power and Associates released a report titled “Beyond Satisfaction: J.D. Power 2012 Customer Service Champions…

You Want Hard Facts? You Got ‘Em!

You Want Hard Facts? You Got ‘Em!

Do customer loyalty programs work? A popular national chicken franchise spends more money on its loyalty program to retain customers for its $2 sandwiche…

One Promotion Does Not Fit All

One Promotion Does Not Fit All

Email and snail mail promotions are great methods for creating customer loyalty. However, you need to make sure that the information customers include du…

Customer Loyalty Infographic

Customer Loyalty Infographic

  The National Business Research Institute has created a valuable infographic focused on customer loyalty. NBRI explains, “Customers are a b…

How did Bristol Toyota Scion create a Valentine’s Day email campaign with a 58% open rate?

How did Bristol Toyota Scion create a Valentine’s Day email campaign with a 58% open rate?

  Everyone knows Valentine’s Day celebrates the ladies. That’s why Bristol Toyota Scion in Bristol RI, recently used LoyaltyTrac, t…

Is the Customer Still Always Right?

Is the Customer Still Always Right?

  “The customer is always right.” was coined and made famous by retailers including Selfridges and Marshall Field’s (n…

Exceeding Expectations or Solving Customer Problems: What’s More Important?

Exceeding Expectations or Solving Customer Problems: What’s More Important?

  In a recent article on Forbes.com, “The Final Frontier: Customer Expectations,” Robert Passikoff points to a shift in the past 15 ye…

Using Customer Loyalty Data to Reward with Relevance

Using Customer Loyalty Data to Reward with Relevance

  Developing meaningful relationships with clients requires you to connect with them on a personal level. The more you know about a customer, the …

Retention vs. Revenue: Today’s Prepaid Maintenance Plans

Retention vs. Revenue: Today’s Prepaid Maintenance Plans

  Prepaid Maintenance Plans (PPMs) have traditionally been used as a customer retention tool by dealers, and rightfully so. Paying up front for se…

Countdown to Customer Loyalty: Part 2

Countdown to Customer Loyalty: Part 2

  In last week’s posting, we began counting down the top 12 strategies for building a successful customer loyalty program in 2012. In part 2…

Countdown to Customer Loyalty: Part 1

Countdown to Customer Loyalty: Part 1

Does your business strategy for 2012 include a customer loyalty program? On an annual basis, loyalty program members outspend other customers by as much …

How Gen Y Will Reshape Customer Loyalty

How Gen Y Will Reshape Customer Loyalty

  Representing more than 1.7 billion consumers worldwide, of which 77 million are in the US, the so-called ‘Millennial’ generation (ak…

Maximize Revenue Opportunities During the Busiest Week of the Year

Maximize Revenue Opportunities During the Busiest Week of the Year

  The week between Christmas and New Year’s is a busy time of year for many auto dealers. It can be challenging for salespeople to keep up w…

Facebook Marketing BootCamp Summary

Facebook Marketing BootCamp Summary

  Facebook Marketing Solutions recently held a series of six marketing bootcamp webinars for Facebook business pages. In case you missed them, her…

Maximizing PPM Return

Maximizing PPM Return

  When a dealership offers a prepaid maintenance program (PPM) to its customers, what does the store hope to get in return? Customer affinity is o…

How Did Howdy Honda Drive Customers to Their Facebook Page with Cookie Recipes?

How Did Howdy Honda Drive Customers to Their Facebook Page with Cookie Recipes?

Nothing creates warm-fuzzy feelings quite like cookies. That’s why Howdy Honda in Austin , TX recently used LoyaltyTrac, their service rewards prog…

Getting the Most Out of Your Holiday E-mail Marketing

Getting the Most Out of Your Holiday E-mail Marketing

  The holiday season is here – a time for free shipping and 20% off everything! At least that’s what a bulk of the major retail…

Building Customer Relationships With Facebook

Building Customer Relationships With Facebook

Would you rather have 1 million Facebook fans or 100 loyal customers? Until recently, businesses have generally focused on the number of fans they acquir…

Will Groupon Rewards Build Customer Loyalty?

Will Groupon Rewards Build Customer Loyalty?

  In September Groupon launched the first phase of Groupon Rewards, a new platform that tries to provide businesses with a way to build custo…

Using Your Loyalty Program to Improve Your Tactical Marketing

Using Your Loyalty Program to Improve Your Tactical Marketing

  A good loyalty program consists of much more than simply rewarding your customers’ repeat business. In many ways, the repeat business gene…

The Makings of a Good Reward

The Makings of a Good Reward

  Every business that has offered a loyalty rewards program has seen a variety of responses to every reward offered. Some rewards are rarely &ndas…

6 Simple Commission Ideas for Improving Customer Retention

6 Simple Commission Ideas for Improving Customer Retention

  As the economy has continued to fluctuate almost constantly, businesses have been forced to adapt processes and strategies to fit changing econo…

The Eight Functions of a Reward

The Eight Functions of a Reward

  Rewards drive behavior, whether you’re training your dog to sit, potty-training your toddler or encouraging specific buying habits fr…

What has been your experience with Prepaid Maintenance Plans?

What has been your experience with Prepaid Maintenance Plans?

  Here are some facts about Prepaid Maintenance Plans (PMPs):   * Customers who use a dealer’s repair facility are 17 times more li…

5 Tips For Keeping Customers Loyal

5 Tips For Keeping Customers Loyal

  In a lagging economy, keeping your loyal customers loyal can become increasingly more challenging, but there is probably no other time…

The Most Misinterpreted Question on Every Customer Survey

The Most Misinterpreted Question on Every Customer Survey

  On a scale of 1 to 10, please rate your most recent experience, with 1 being very dissatisfied and 10 being very satisfied. This question see…

"I'll Be Back" Means They Probably Won't

"I'll Be Back" Means They Probably Won't

  Three words that every salesperson hates to hear from a potential customer are these: “I’ll Be Back.” That’s because the…

Pre-Paid Maintenance Programs Provide a “Win-Win.”

Pre-Paid Maintenance Programs Provide a “Win-Win.”

  Everyone loves to get more value out of an investment than they originally put in. It’s not very often, however, that both the dealer and …

How to Implement a Loyalty Program

How to Implement a Loyalty Program

  The goal of any loyalty program is to create additional sales, service and parts profits, along with strong word-of-mouth advertising for the de…

10 Key Elements to a Loyalty Program that Increases Dealer Profits

10 Key Elements to a Loyalty Program that Increases Dealer Profits

  1) Don’t aim for a quick fix: customer loyalty is a long-term commitment. 2) Make it a process, not a program. 3) Establish and empowe…

Is Your Prepaid Maintenance Plan Priced for Success or Doomed to Fail?

Is Your Prepaid Maintenance Plan Priced for Success or Doomed to Fail?

  Many dealerships allow their finance managers to price prepaid maintenance programs (PPMs) high enough to shatter success from the start. They o…

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