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SUCCESS STORY

The Kia Stores have been family owned and operated since 1996 and the team prides itself on growing business the old fashioned way - one satisfied customer at a time. With four convenient locations in the Louisville area, The Kia Stores promise customers a different shopping experience than a traditional corporate business. With a page on their website completely dedicated to customer testimonials, it is no wonder why The Kia Stores have managed to retain the Kia Motors America CSI banner for all of 2011 thus far.

Scott Fraze, Fixed Operations Director, was intrigued by the new Kia Owner Retention Experience program and set up a demo for the General Managers of The Kia Stores. “The Program was a no-brainer, especially with the quick campaign turn-around time. With direct mail, there is usually about a three-week lead-time from creation to customer delivery. With the Kia Owner Retention Experience, direct mail initiatives can be wrapped up in a couple hours,” comments Fraze. He continues, “This Program offers campaign automation, so every day communications are delivered automatically and seamlessly to the right customers and I don’t have to worry about my staff doing it.”

The Kia Stores enrolled in the Kia Owner Retention Experience program in January of 2011 in hopes of raising customer retention and loyalty. “Our goal for 2011 is to improve customer retention. We not only aim to increase customer re-purchases, but more importantly to get them back into the service drive for routine maintenance,” states Fraze. In seven months, the Kia Stores have recorded a 5% increase in customer retention.

In addition to measuring substantial lifts in customer retention, The Kia Stores have also increased their appointment show ratios to 90%, which is up about 10% from last year. “All of our stores are having a great 2011 thus far, where new records are being set and improvement is noticeable! Many factors have contributed to our success, and a major distinction is the Kia Owner Retention Experience program. It has helped make 2011 our most profitable year yet,” comments Fraze.

The Kia Owner Retention Experience program is equipped with an abundance of voice, email, direct mail and text communications designed to increase frequency of visit and improve customer loyalty and retention. “My favorite feature is the voice communications, especially the thank you messages after a vehicle purchase and service visit. These communications have been critical to our business,” states Fraze.

The Kia Stores have seen an overwhelming response from customers. “In the first week using the Program, we were flooded with phone calls. We never thought the Program would work so well in such a short time!” comments Fraze. He continues, “Whenever we execute a seasonal or special event email campaign, customers come in immediately - it’s the best 24-hour return on investment I’ve ever seen!” The team at The Kia Stores demonstrated this with their Detail Shop announcement, this campaign reached 1,587 customers and returned 99 ROs for $16K in service revenue. The Kia Owner Retention Experience has afforded The Kia Stores many added benefits, which far exceed the minimal monthly subscription cost. “The Program has saved us money, allows our staff to spend more time with customers and reduces the time spent making manual follow up calls,” states Fraze.

In closing Fraze says, “I can’t live without the Kia Owner Retention Experience! Before the Program, we were making it work, but now I don’t know how we would survive without it. The Program has taken our business to the next level and I am excited to watch our stores grow in the future thanks to this priceless tool!”

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