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Data Drives. L oyalty & Customer Retention. Scott Davis DrivingLoyalty.com. Overview. Data Drives Loyalty & Customer Retention. In this presentation you will learn: How to target in -market customers to maximize your ROI. Craft consumer-centric messages.

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slide2

Data Drives

Loyalty & Customer Retention

Scott Davis DrivingLoyalty.com

slide3

Overview

Data Drives Loyalty & Customer Retention

  • In this presentation you will learn:
    • How to target in-market customers to maximize your ROI.
    • Craft consumer-centric messages.
    • Manage and implement a customer database strategy to improve customer satisfaction, retention and loyalty.
slide4

Recognizing Opportunity

Data Drives Loyalty & Customer Retention

  • The Internet has changed car buying
    • 2 things you can control
      • Your local brand.
      • How engaged you are with your customers.
slide5

Recognizing Opportunity

Data Drives Loyalty & Customer Retention

  • Only 2 ways to increase sales.
    • Use mass marketing to get a bunch of new customers.
    • Focus on your database to improve the loyalty and frequency of your current customers.
slide6

Strategy for Opportunity

Data Drives Loyalty & Customer Retention

  • How to Improve Loyalty.
    • A 5% increase in customer retention will result in a 27% increase in business over 5 years.
    • Example:
      • 100 cars a month. 5% increase in customer retention.
        • 60 cars, 1260 total.
        • 63 cars, 1323
        • 66 cars, 1389
        • 69 cars, 1458
        • 73 cars, 1530
slide7

Reviewing Success

Data Drives Loyalty & Customer Retention

  • Dan Deery Toyota Case Study
    • A 5% increase in customer retention will result in a 27% increase in business over 5 years.
    • Example:
      • 100 cars a month. 5% increase in customer retention.
        • 60 cars, 1260 total.
        • 63 cars, 1323
        • 66 cars, 1389
        • 69 cars, 1458
        • 73 cars, 1530
slide8

dealership

learning

case studies

snapshot

slide9

Success Stories

Customers: Success Stories

Barney NinerGeneral Manager | Dan Deery Toyota Scion

40% Increase in Volume by Units over 4 years

2,074

#1 in Sales Retention in the Kansas City Region in 2011

1,481

4 year Increase of Sales

slide13

Success Stories

Customers: Success Stories

Chris BranchideDir. Of Marketing | Muller Auto Group

MULLER automotive

  • Has Delivered 77.8 units per month for22 Months in a row!
  • Delivered124 units in December!
  • Uses program to Communicate Rewards Points to customers

15.5%

4.6%

Loyalty Sales as % of Total Sales

slide14

Reviewing Success

Data Drives Loyalty & Customer Retention

  • 3 problems you solve by focusing on your database.
    • Spending too much on mass marketing.
    • Focus on people who are not in equity.
    • Dealerships are understaffed. It is hard to institute new process and structure.
slide15

Process Success

Data Drives Loyalty & Customer Retention

  • System and process is the key.
  • The way to change is to set a process in place and stick with it.
  • Stay in front of your best customers every month with a relevant message.
slide16

Process Success

Data Drives Loyalty & Customer Retention

  • People, product and then price
    • In that order, is how you sell, and retain your customers.
    • You are here to serve your customers
slide17

Strategy Success

Data Drives Loyalty & Customer Retention

  • How do you do it?
    • Target your customers by purchase type.
    • Present your customers with the information they need about their vehicle so they can make an informed decision when they are ready.
slide18

Strategy Success

Data Drives Loyalty & Customer Retention

  • Too much information?
    • 94% of your customers will use the internet to shop you before they purchase.
    • Compete.comstudy. A Yahoo study had similar numbers.
slide19

Strategy Success

Data Drives Loyalty & Customer Retention

  • Execute on Multiple Angles
    • Present them with upgrade options with their unique equity position included.
    • Include factory incentives.
    • For purchase or lease.
    • Include information that will help them make an informed decision like gas savings and repair and maintenance costs.
slide20

Encouraging Success

Data Drives Loyalty & Customer Retention

  • Give them Shopping Tools
    • The customer portal
slide21

Encouraging Success

Data Drives Loyalty & Customer Retention

  • Use multiple forms of communication.
    • Mail
    • Email
    • Online.
slide22

Witnessing Success

Data Drives Loyalty & Customer Retention

  • Maplewood stats for sell through rates
    • Mail Only
    • Email Only
    • Mail and Email
slide23

Assuring Success

Data Drives Loyalty & Customer Retention

  • Automate the Process
    • Consistent each month
    • Drive Frequency
    • Catch them in the market
slide24

Adding to Success

Data Drives Loyalty & Customer Retention

  • Additional Benefits
    • Starts the customer with a price.
      • April 17th Forbes article.
      • All ten “scams” had to do with getting to the price
slide25

Leads of Success

Data Drives Loyalty & Customer Retention

  • Present the leads to the dealership’s staff through email, phone, online and when the customer is in the store whether in the show room or service lane.
    • Use this as a “first pencil”
slide26

Leads of Success

Data Drives Loyalty & Customer Retention

  • Give them the tools to interact with your customers.
    • In store Printables.
    • Push marketing.
    • Track “in the market date”
slide27

Train for Success

Data Drives Loyalty & Customer Retention

  • Train your staff to engage your customers.
    • In service.
    • On the phone.
    • Use scripts and process documents
slide28

Consistently Succeed

Data Drives Loyalty & Customer Retention

  • Ultimate Goal -
  • Stay in front of your customers so they think of you first when they are ready to buy.
  • How many more sales would you make if you knew when everyone of your customers where “in the market”?
slide30

Loyalty

& Retention

Thank You