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Jared Hamilton
From: Jared Hamilton
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Mike Gorun

Mike Gorun Managing Partner/CEO

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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 dealership that helps to retain customers’ business for longer. Whether you opt for a third-party loyalty program vendor or choose to implement one in-house, the following steps are crucial for a successful program:

 

1) Strategy: Offer multiple membership levels, including a free “starter” base level offer, ascending to an advocate level for the best customers who frequently buy and refer friends. The goal is to create customers who talk positively about their experience and refer family and friends.

 

2) Process: Identify dealership market segments; design appropriate promotions and communications; establish a schedule for customer communications; design the rewards redemption process and program results measurement tools; train employees to properly promote & explain the program.

 

3) Management: Establish best practices and determine how much of your program you want to automate. Assign management duties for each part of the program.

 

4) Reporting & Measuring: Determine which metrics should be used to provide an accurate analysis of how the program is benefiting the dealership. Examples include increasing customer retention rates, decreasing service acquisition costs, selling more maintenance, i.e. increasing RO hours and revenue.

 

Excerpted from MediaTrac’s white paper:  “The Auto Retailer’s Ultimate ‘How-to’ Guide to Customer Loyalty & Retention Program Set Up, Management & Measurement.” To download your free copy, click here: http://www.drivingretention.com/?p=661

Mike J
While some internet strategies focus on commoditizing a product, Loyalty Program is the differentiator, focused on service, relationship and rewards. The business model for loyalty programs is quite matured for some internet based companies eg. godaddy.com, amazon.com and in a certain way helps them in viral growth. How some other industries can benefit from this? New technology tools have made it a good time to evaluate Loyalty Program Process as an important component for your growth strategy.

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