Nov
21
By Mike Gorun  //  Be the First to Comment

Sometimes It’s the Small Things that Matter Most

In building customer loyalty, one of the first things that comes to mind is the customer experience. Many businesses focus on the overall experience and end up missing small things which detract from the customer experience and can even drive people away. Perhaps the bathroom was dirty, or the water cooler was empty. Or it could be something at the dealership which is not quite as obvious – such as emails.   What? How can an email drive a customer away?   The obvious way is by bombarding customers with irrelevant e-mails, or, what is now referred to as spam. However, this isn’t a blog about spamming customers.   Let’s assume your […]

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Nov
14
By Mike Gorun  //  Be the First to Comment

You Don’t Have to Be Company 2nd to be Customer 1st

While today’s businesses understand the need to provide an excellent customer experience, many don’t truly understand what customer experience means. What’s more, some don’t even realize they already have most of the things needed to provide a truly great customer experience.   According to an article published by Which-50, 61% of marketing leaders stated that their company has a CXO (Chief Experience Officer), or equivalent position. This alone illustrates the importance modern businesses place on customer experience. However, according to the article, many are misguided and tend to focus on crafting the experience, when what they should be focusing on is the customer’s needs and […]

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Nov
7
By Mike Gorun  //  Be the First to Comment

The Key to Modern Customer Loyalty

As times change, so do consumer desires. What hasn’t changed are the fundamental business practices which have led to customer loyalty for hundreds of years. That small shop owner in the early 1900’s kept his customers coming back through friendly and familiar customer service. Granted, those customers didn’t have as many choices as today, but that’s why businesses need to work harder these days to create loyalty. Today, for consumers it is all about convenience.   An interesting article in Automotive News shares why Audi has been able to post 96 straight months of increasing auto sales and soared from #18 in 2008, to its current position […]

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Oct
31
By Mike Gorun  //  Be the First to Comment

Holidays are the Perfect Time to Nurture Loyalty

It’s beginning to look a lot like the holidays. In retail, that typically means an upsurge in business. In the automotive industry, the sales department typically finds consumers buying vehicles for their loved ones. And the service department sees an upsurge in repair orders in preparation for a road trips to visit family over the holidays. In addition, Black Friday is looming and those bottom funnel consumers are waiting to see where they can get the best deal and where they should spend their money. If you have a loyalty program, this can be your most productive time of the year… if done right.     What do […]

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Oct
24
By Mike Gorun  //  Be the First to Comment

Information is a Powerful Loyalty Tool — if Used Properly

In today’s retail automotive climate, customers have more access to information than ever before. Quite often, a properly prepared and researched customer comes into the dealership armed with more knowledge than the salesperson. This can cause friction as the customer interprets the salesperson as deceptive when, in fact, they may truthfully just not have the information.      In the past, sellers had a distinct advantage over customers. But no longer. So, how can your dealership use information to foster customer loyalty?      According to an article on Inc.com, there are essentially two ways that retailers can use information in a transaction. You can […]

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