Site Map   |   eNewsletter Sign-Up

SUCCESS STORY

Serra Toyota sells over three hundred new and used vehicles a month, even in today’s tough market. Wondering how they do it?

Located inside Birmingham, Alabama’s high traffic city limits, Serra Toyota contrastingly exudes the charm of a small-town, family-operated business. As the only winner of Birmingham’s prestigious Toyota Presidents Award for two years running, Serra Toyota sells over three hundred new and used vehicles a month, even in today’s tough market. Wondering how they do it?

“Customers always come first. Providing the best possible customer experience is critical to loyalty and long-term success,” explains General Manager Dale Benton. “We want our customers to enjoy every interaction with our dealership and to know they can hold us accountable should they ever not receive the treatment or results they were looking for.” Serra Toyota offers the ideal environment for customers of any age. The dealership displays two prominent 42” plasma screen televisions, hosts a wireless business center, provides catered meals, and offers a children’s playground to visitors.

“Creating a comfortable atmosphere helps our customers to relax – something they deserve when making such an important buying decision.” Benton continues, “Everyone that walks through our doors is greeted with a warm setting and an inviting smile. As a dealership, we aim to create the perfect experience. As a result, we are earning customers for life.”

Serra Toyota uses OneCommand to help build that customer loyalty. Relying on its complete suite of multi-channel communication solutions, the dealership has been able to leverage OneCommand tools to aid in customer and prospect outreach as well as the creation of a top-notch loyalty program. The Serra Rewards Program was established to build owner loyalty and goes far beyond tires for life. Membership benefits include convenient, online maintenance scheduling, car washes, loaner vehicles, and rewards discounts.

“With OneCommand’s loyalty program, I have six months of built in rewards. In that time, we are able to educate the customer on the importance of regularly scheduled maintenance and substantiate our customer service claims.”

In addition to its loyalty solutions, OneCommand provides Serra Toyota with solutions to fuel communication to customers and prospects through their preferred channel – be it email, voice, text messaging or a variety of other direct media. In the month of May, Serra will put OneCommand’s voice messaging solution to the test, sending a voice communication from Mr. Benton inviting customers to purchase gas for $1 per gallon at the dealership. This one campaign is anticipated to drive 30% more traffic on a given weekend.

Each month Serra Toyota goes the extra mile to teach car care clinics, host customer appreciation days and deliver one-of-a-kind customer treatment, looking to OneCommand’s communication solutions to help make it possible. As a result, Serra Toyota continues to grow their business through the establishment of lasting customer relationships.

“OneCommand has been a great tool as it pertains to retention, and identifying untapped opportunities. By reaching out to the customer, I can rectify an incident even before it occurs,” raves Benton. “I’ve been able to maintain top of mind awareness and make myself available to my customers. As a GM, OneCommand has actually made me personally work harder to build relationships and reach out further into the community. The payoff has been tremendous.”

Previous profile               Download a PDF of this profile               Next profile

Print this page