SUCCESS STORY
Owner loyalty is a challenge that faces the entire automotive industry. Gone are the days when a Dealer could count a customer as theirs for life. Today, automotive retailers often feel forced to compromise their focus on current customers and shift their attention to incentives, rebates and price wars to entice prospects.
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While the acquisition of new buyers is certainly important, dealers must capitalize on the opportunities that exist within their current database and work to teach their customers to buy for reasons other than price. Today’s car buyer wants to know and trust the dealership they do business with. Meet that want and the reward will be higher grosses, more frequent transactions, and strong owner loyalty. To accomplish this, Dealers must focus not only on selling the car but also on selling the relationship.
This is a strategy that Crown Eurocars Mercedes-Benz & Jaguar knows well. Crown communicates to their customers throughout their entire LifeCycle; from shop, to buy, to service, to repurchase. They truly embrace the value of their customers. Directly impacted are the satisfaction and loyalty of those customers – a huge benefit for Crown, as happy customers make great referrals and the starting point for a profitable domino effect.
Further, Crown Eurocars partners with OneCommand to bring timely, relevant and consistent communications to their customers and prospects – delivering the right message, at the right time and through the right channel. Through OneCommand, Crown communicates to clients with thank yous, maintenance reminders, new model unveilings, happy birthday calls and more – all delivered by a Crown Eurocars voice of authority.
Does all of this relationship building work? General Manager, Joe Lamphier would answer, “absolutely”. Over the last 12 months, customers contacted with these relationshipbuilding messages were twice as likely to have done business or serviced their vehicle with Crown Eurocars. From the happy birthday communication alone, 10% of the customers contacted purchased a new vehicle, while another 15% came in for service. These results help to cement the dealership’s belief that the relationship is important, and that concentrating on fostering these with customers will help them continue to prosper.
Crown Eurocars of St. Petersburg, Florida is committed to delivering an outstanding experience to each and every customer. Their exceptional service and attention to detail have made them a staple of the community for almost 40 years. The dealership has been recognized as #1 in service customer loyalty for 3 years running and is a member of Mercedes-Benz’s “Best of the Best” and Jaguar’s “Pride of Jaguar” programs.
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