SUCCESS STORY
Coliseum Lexus doesn’t need any convincing about the value of building personal relationships with customers. The crown jewel of the Northern California-based Fitzpatrick Dealership Group, with sales of over 1200 cars a year and annual revenues in excess of $62 million, the dealership strongly believes in the philosophy of building customers for life.
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Coliseum Lexus is dedicated to intimate customer care; it is a two time Elite of Lexus award winner, a major accomplishment for any Lexus dealer, signifying excellence across the board; in Sales, Service, Parts and Customer Relations.
However, due to its strong presence in the market and high sales and service volume, the dealership found it challenging to consistently follow up with all customers. Sales follow-up calls were falling through the cracks and service customers were not called for next day appointments. As well, many special order parts languished on the shelf too long as the Parts Department did not have time to call and notify customers.
“Consistent and timely customer follow-up is the bane of many a dealer and was a big challenge for us. No matter how hard we tried or how many procedures we put in place, the task was overwhelming and it didn’t get done,” commented Chris Godden, General Manager.
Coliseum Lexus partnered with OneCommand and implemented a whole suite of customer communications to bring timely, relevant and consistent communications to their customers and prospects – delivering the right message at the right time through the right channel. Through OneCommand, Coliseum communicates to clients with thank yous, service reminders, new model unveilings and more – all delivered by a Coliseum Lexus Voice of authority. Customers like the personal touch. In many cases, customers actually call back to thank the dealership for the call and it allows the opportunity to start a personal dialog with the customer that would not otherwise have happened. Coliseum often turns these conversations into additional vehicle sales.
Perhaps the best results have been with the new model unveilings; the dealership uses OneCommand to augment direct mail and for the last new vehicle launch had their highest ever attendance with over 350 customers – more than double their usual attendance of 100–150 customers.
Service reminders have been equally successful with a 10% decrease in no shows – the show ratio now sits at an impressive 98%.
“The feedback has been amazing. I’ll walk through the dealership and customers will grab me and thank me for my call – especially the Birthday greetings – they are so grateful. It enables me to consistently put myself out in front of my customers,” Godden said.
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