Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Richard Holland

Richard Holland Managing Director

Exclusive Blog Posts

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

Volvo Boldly Goes Where No One Dares Go

inset8.jpg?width=400

While most businesses analyze budgets and shift money towards digital advertising, video and branding, Volvo has taken an interesting strategy: to decrease marketing. While it isn’t planning to cease all activities, Volvo has decided that, rather than attempt to take on any rivals with bigger budgets, it will shift money towards providing a more personalized customer experience for its owners. Volvo’s plan is for a personal service technician to deliver each new Volvo in person. The technician will then be on call for the customer seven days per week, throughout the customer’s ownership. Volvo has started an extensive global training program, with the goal of making this service standard in all dealerships by 2017.

 

A recent Ad Age article, quoted Alain Visser, SVP marketing, sales and customer service at Volvo Cars, as saying, “We want to challenge traditional, conservative car marketing, which starts with TV, print, billboards and sponsorship. The recipe is always the same. But it's not the best recipe for Volvo. When customers buy a Volvo they are buying a relationship -- the personal service technician is like your butler."

 

It’s unclear at the moment what tasks or services these personal service technicians will offer customers. It’s also unclear who will foot the bill for these technicians. All indications point towards these technicians being permanent fixtures in Volvo dealerships. This raises the question as to who these techs are actually employed by – the manufacturer or the dealership. I’m sure any questions will be answered in time. How dealerships and service departments welcome this change will likely be dependent on economics and control. That being said, this move could lead to dealers enjoying an increase in customer loyalty, since these personal service technicians are location-based.

 

With personal service comes trust. The more personal your relationship is with your customer, the more likely they will be to continue to do business with you and refer your dealership to their friends. By creating an ownership experience that is even more customer-centric, those dealerships that already deliver a great customer experience may find Volvo’s efforts a further boost to brand loyalty. This should then lead to additional sales and service opportunities.  And that is never a bad thing.

 Unlock all of the community & features  Join Now