Speaking of communication…

4Improve your communication channels with customers

Great communication is the low hanging fruit of customer satisfaction. Effective communication with customers is key for building long-term relationships and boosting retention at your dealership.

Here are a few channels to consider improving or adding:

• Direct mail: personalized direct mail pieces can remind customers about upcoming service appointments or offer special deals.

• Text messages: the majority of customers prefer to receive updates about their service via text message.

• Email reminders: sending personalized emails to customers can congratulate them on their new car purchase or provide helpful tips and information, building the relationship beyond promoting services.

• Clear website: a well-organized and informative website can make it easy for customers to find information about services, creating a positive experience.

• In-person communication: ensure that sales and service teams have clear communication processes in place, including follow-up phone calls and thank you notes.

• Post-sale communication in particular is important, as it’s often overlooked as a moment for improving satisfaction.

5Improve the post-sale or post-service experience

While upselling is important for revenue, make sure it doesn’t come before providing quality service to customers. After a customer has purchased a car or received service at your dealership, continue to improve the process by providing a positive post-sale or post-service experience.

Some ways to do this include:

• Sending a personalized thank you after their purchase

• Showing them how to set up an appointment for future services

• Scheduling their first service appointment at the time of vehicle delivery

• Giving customers a specific contact in your service department

• For post-service, have your service advisors explain the work that was done, why it was necessary, and what they might recommend during the next visit.

The post-sale and post-service interactions are pivotal retention moments that shouldn’t be treated lightly.

6Create a customer feedback loop

Creating a customer feedback loop is an important step in continually gathering insights and improving the overall customer experience at your dealership.

This can be done through surveys or casual conversations with customers, but it’s important to remember to respond and take meaningful action based on the feedback received.

Without a response or action, the feedback loop fails to be effective. By constantly receiving and responding to customer feedback, your dealership can keep its finger on the pulse of your customer base and make ongoing improvements to the customer experience.

7Provide unique, value-added incentives

One of the quickest ways to boost customer satisfaction is by offering new amenities and incentives that show you understand their needs and expectations. A single amenity may not win over hordes of new customers but continuing to offer new and unique benefits can help establish longterm relationships with existing customers and keep them coming back.

One way to do this is by using a service like DriveSure, which empowers new-car dealerships to provide a suite of renewable benefits with every qualifying service visit. These benefits (like dealer-loyal roadside assistance, and road hazard tire protection) set your dealership apart from the competition and give your customers a compelling reason to return to you more often for service. n