In an increasingly competitive market, creating and maintaining customer loyalty has become a common challenge for many dealers, and overcoming that challenge means rethinking the “truths” we think we know about service customers. Here are five common misconceptions that may be keeping you from increasing your service retention.
MYTH #1: Drivers can’t be swayed from their current service choices
TRUTH: To many drivers there is no difference between the generic service chain, the local car garage and the dealer service department. In fact, a recent Google Think Insights study, “The Road to Winning Drivers: What Drivers Want in Automotive Aftermarket Service,” shows that 1 in 3 drivers are uncommitted to a particular auto service provider. Additionally, even the most dedicated drivers can easily be won over.
MYTH #2: You can win the customer over at the dealership
TRUTH: Today’s car shoppers are more internet-savvy than ever and, as a result, online research heavily influences automotive maintenance decisions before customers ever reach your physical dealership. Fortunately, from your social media presence to your dealership’s website content, there are a variety of opportunities to optimize your virtual presence, drive traffic, convert more leads and ultimately, win over the driver. To learn how 3 Birds can help your dealership stand out on the digital landscape, don’t hesitate to contact us.
MYTH #3: One digital marketing plan fits all channels
TRUTH: According to Google, 43% of drivers perform a search online or on their phone when deciding where to take their vehicle for service. If your online content is difficult to navigate from a mobile device, those drivers will seek out other options. Without a doubt, mobile optimization is imperative for your dealership’s customer engagement strategy. As the smartphone market continues to grow, so does the need to tailor your dealership’s digital presence to drivers conducting research via mobile.
MYTH #4: The main competition with local service shops is in relation to price (more…)