Leverage Data Points Unique to You
Staying in consistent communication with your customers is key to staying ahead of defection, and equally important, in cementing retention. That’s pretty darn important, considering Harvard Business Review showed that increasing retention rates by 5% increases profits by 25-95%. Here’s another point to consider. Customers rarely plan for maintenance. They hear a strange noise or experience a performance issue. More than 40% of service shoppers reach out for “reactive maintenance” versus routine maintenance.
While many dealerships do send follow-up communication, only a select few do it consistently. Lack of resources is often the culprit. OEMs do provide fixed ops marketing programs, but often they are limited in scope, customization, and reporting. “My advice to dealerships regarding lifecycle marketing? Find a partner that’s truly full service”, advises Katherine Paraskakis, who heads up Total Service Marketing at Dealer-FX. “We help dealerships retain customers with personalized campaigns, perfectly timed to match their unique situation. We create, manage and report on each campaign, so the impressive ROI is clear. Better yet, since they’re enrolled with our ONE Platform solution, we leverage unique data points to further personalize messaging.”