Dec
12
By Mike Gorun  //  Be the First to Comment

You’re Not Going to Create Brand Loyalty with Urgency

For many marketers, most consumer messages have long been based on some sort of sense of urgency. Take dealerships, for example. Even when the customer is in the dealership, everything is about the “big sale” and the threat of “buy now or lose this deal.” The problem is, it is no longer effective. Consumers have become numb to these messages; the simple reason being that they don’t believe them! There’s always a big sale and consumers fully expect that, if they come in next weekend, or a month from now, there will still be a big sale and a good deal to […]

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Dec
4
By Mike Gorun  //  Be the First to Comment

The Fight Club: Why Your Dealership Should Have One

I know that in writing this article, I’m completely violating the first rule of the fight club. However, my guess is that your dealership doesn’t have one, so I’m willing to risk the wrath of Tyler Durden to help you get started in creating a fight club of your own.   First, I’m not talking about the fight club that involves salespeople arguing over half-deals taking it “out back” to settle it. The fight club I’m talking about involves one simple truth:  Your salespeople should be fighting to work in your service drive.    […]

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Nov
28
By Mike Gorun  //  Be the First to Comment

The Essential Ingredient to Customer Loyalty

When it comes to customer loyalty, one thing I find that many businesses fail to analyze — and perhaps one of the most essential ingredients to earning and keeping customer loyalty – is quality. Customers may love you and love your staff; they may keep coming into your beautiful facility packed with all kinds luxuries. But, in the end, if the output from their visit isn’t of the expected quality, you may quickly find that the customer’s eyes cloud over and they start to look at taking their business to your nearest competitor. Examples of poor quality in service could include failing to fix a vehicle right the first time; forgetting to […]

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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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