RETENTION: NO LONGER ROCKET SCIENCE
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1 RETENTION: NO LONGER ROCKET SCIENCE SOLVING THE RETENTION PUZZLE THROUGH MODERN TECHNOLOGY TOOLS.
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3 Contents Intro 2 Keys to Increased Retention 5 Key Areas for Dealerships to Address What Technology Solutions Should Dealerships Choose? Titling & Registration: Marketing: Service Drive: Inspections: Loyalty: Put All the Pieces Together
4 Average dealership retention rates are only 49%. With less than half of customers staying for longer than one or two service visits, dealerships are constantly losing valuable revenue opportunities. But the retention puzzle often seems terribly complicated. Which channels Average dealership retention rates are only 49% are most important for customer engagement? How can you build strong customer relationships in the face of fierce competition and changing demographics? The good news is, retention doesn t have to be rocket science. With modern technology tools, dealerships can effectively connect with motorists and maintain strong customer relationships that last from one purchase to the next. 4
5 2 Keys to Increased Retention Seamless technology that creates an effortless customer experience Capture of all 54 customer interactions in the vehicle lifecycle We ve calculated that, over the course of the vehicle lifecycle, dealerships have 54 interactions with customers. We ve calculated that, over the course of the vehicle lifecycle, dealerships have 54 interactions with customers. If you want to build strong customer relationships that stand the test of time, you must maximize each of these interactions and use them to your advantage. The easiest way to do that is to get the right technology tools on board. The market offers a lot of piecemeal products that will address one issue or another. But for true, cohesive results, you need integrative technology that works together. The results are worth it. Capture of all 54 interactions results in $11,600 in gross profit per vehicle. 5
6 5 Key Areas for Dealerships to Address As you work to implement integrative technology solutions into your dealership, keep in mind the five key areas to consider: 1. Titling & Registration 2. Marketing 4. Inspections 5. Loyalty 3. Service Drive Whatever technology solutions you choose must unite these areas for maximum customer engagement and dealership efficiency. What Technology Solutions Should Dealerships Choose? For each of the five areas, consider which technology tools will solve key challenges. 6
7 TITLING & REGISTRATION: Look for a web-based titling and registration system that automatically calculates accurate taxes and fees. This decreases paperwork, reduces refund checks, and cuts down on long wait times. 7
8 MARKETING: With so much marketing noise out there, dealerships need data-driven marketing systems with features like customer segmentation and behavioral targeting. Shotgun-style marketing methods quite simply won t catch your customers attention. Use technology to send relevant messaging at the right times for maximum engagement. 8
9 SERVICE DRIVE: Once you ve gotten customers onto your service drive, it s time to demonstrate the effortless customer experience you can offer. Use a tablet-based greeting and write-up system that frees service advisors from being tied to a desktop station and impresses your customers before they ve even set foot in your shop. And don t forget about your appointments system. Use a mobile-ready online scheduler that integrates with your DMS, so you never have to deal with data duplication and your scheduling staff has easy access to the complete schedule. 9
10 INSPECTIONS: Inspections are the heart and soul of your service shop. As such, dealerships need a consistent electronic inspection system with communication tools that keep your entire service team on the same page. Keep team members accountable and give your customers thorough, consistent results every time. And what about the way you re presenting inspection reports? Ditch the paper checklist and choose a web-based app that allows advisors to send results through text or . Customers vastly prefer this method of communication and it cuts down on phone tag and wasted time. 10
11 LOYALTY: You probably already have a loyalty rewards program, but is it digital? Modern motorists respond to mobile-ready solutions and mobile communications. Get a dealer-branded mobile app and use a loyalty program that auto-enrolls your customers and tracks points automatically. A dealer-branded mobile app also gives you instant access to customers attention through push notifications. You can t afford to miss the mobile channel. 11
12 Put All the Pieces Together As you assemble your technology solution suite, keep one overarching thing in mind: integration. All your technology tools must work together or you will not see their full value. Choose solutions that talk to each other and work together so your customers join a seamless cycle of infinite service, sales, and lifelong retention. 12
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