SUCCESS STORY
Chesrown Auto Group, a family of 3 dealerships including Buick, Pontiac, GMC, Kia and Chevrolet, has been servicing its central Ohio community for more than 45 years.
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As such a fixture of the neighborhood, maintaining strong relations and giving back to the community are a key part of the Auto Group’s philosophy and it is involved with several charitable organizations. “Any time you are involved with a community you have to give something back and we always keep our ears open for events where we can make an impact and help the community as a whole,” commented Jim Gill, Dealer.
The same values and care the auto group gives to the local community are also applied to its customer base; Chesrown believes in building customers for life and is dedicated to intimate customer care. As such, when the group came across OneCommand three years ago it made perfect sense to use the tool to boost customer relations.
“At that time the only way I had to truly stay in touch with customers was direct mail, which is horribly cumbersome. You can’t react quickly enough and much is never opened and hits the trash. OneCommand has greatly streamlined our ability to reach our customers. It’s a great feeling to record a call in the morning and know that by 5 p.m. I have contacted 10–15,000 customers in my voice, with my message.”
Chesrown Auto Group now uses OneCommand for all its customer communications from service reminders to CSI calls to goodwill calls around the Holidays. “I send out a call to my entire customer base right before Christmas wishing everyone a Happy Holiday and thanking them for being part of our growth; it tells them I am thinking of them. OneCommand is so realistic that people actually think I am calling them, they truly do. I can’t tell you how many times someone says thanks for calling and I think “did I?”. Then I realize the benefit of OneCommand.”
OneCommand enables Chesrown Auto Group to quickly and efficiently get a message out to its entire customer base or a specific segment of its customer base. Time sensitive manufacturer incentives and recall notifications are just a couple of great examples of communications for which OneCommand is ideal.
“Sometimes the factory will give us specifics just two days prior to the sale breaking. All other forms of advertising would be impossible to change at such short notice. OneCommand gives me a way to immediately communicate, reaching every part of my customer base affected by the sale, and talk to the customers almost instantaneously. That gives me a definite edge against my competition. Three years ago we ranked in the top twelve of GM stores in the Columbus Metro area. Since signing on with OneCommand we have moved into the top four and increased market share significantly amongst our direct competitors.”
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