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SUCCESS STORY
O’Brien Mitsubishi has been serving the communities of Normal and Bloomington, Illinois for nearly 24 years. The O’Brien team works diligently to provide an excellent customer experience to each patron. The O’Brien name is synonymous with community outreach in Normal, IL, where the dealership actively supports various charitable organizations, such as Big Brothers & Big Sisters, the United Way, St. Jude Children’s Hospital, the American Red Cross, and the Salvation Army.
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Ryan Gremore, General Manager and Operating Partner of O’Brien Mitsubishi realized the value of OneCommand’s products and services during an in-store demonstration and presentation of the available solutions. Gremore says, “OneCommand offers the ability to communicate with customers through multiple media channels.” Gremore continues, “Staying in touch with customers to remind them of services needed on their vehicle, through their preferred channel, is a critical element when looking for a customer relationship management program.”
After making the switch to OneCommand, O’Brien Mitsubishi soon noticed a measurable increase in customers’ frequency of purchase. “Customers began commenting and providing positive feedback about the communications they were receiving,” comments Gremore.
Customer service and retention are top contributors to O’Brien Mitsubishi’s success, so it came as no shock that “Customers love the birthday communication. They love that their car dealer remembered their birthday and it becomes a deciding factor when it’s time to do business again,” comments Gremore. To date, this communication alone has returned 322 ROs for $44K in service revenue and 14 vehicle sales.
Gremore admits, “OneCommand did not offer us instant gratification. But over the last year and a half they have offered us a service that is unparalleled - I could not ask for better. Most importantly the program drives traffic to the store.”
A key aspect to O’Brien Mitsubishi’s marketing is “to grow our brand and raise brand awareness in our community,” says Gremore. In April 2010, O’Brien Mitsubishi turned 23 years old and hosted an anniversary celebration. “The turn out was great!” says Gremore. By leveraging OneCommand’s robust email solution, they were able to communicate this outstanding achievement to customers. As a result, they returned 147 ROs for $24K in service revenue and secured 4 vehicle sales.
O’Brien Mitsubishi continues to use traditional media, such as TV, radio, direct mail, and the Internet, but “OneCommand provides us another layer of advertising. We use traditional media to broadcast our message to prospects and customers, but then we use our OneCommand communications to deliver a personalized message into our customers’ phones and inboxes,” comments Gremore. During Mitsubishi’s 2011 Outlander Sport campaign, “we had individuals either test drive a vehicle or answer radio trivia questions to qualify for a pair of Super Bowl tickets,” comments Gremore. He continues, “We were also able to use OneCommand’s email to complement our other advertising outlets.” This campaign resulted in 337 ROs for $48K in service revenue and 6 vehicle sales.
As 2011 continues, Gremore plans to focus on “pleasing the audience, taking care of the customer, and delivering a customer experience second to none.” He continues, “when you buy a car from O’Brien Mitsubishi, you also buy our service.” With OneCommand working in the background and executing the day-to-day customer follow-up communications, the team at O’Brien Mitsubishi can continue to focus on its number one priority - satisfying the customer.
In closing Gremore comments, “OneCommand has been a delight to do business with and I look forward to growing together.”
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