Aug
22
By Mike Gorun  //  Be the First to Comment

Text Messages: Google’s Wake-Up Call to Dealers

Texting is by far the most popular form of communication for consumers – especially with younger generations. However, because of the many compliancy rules and laws that have to be followed, many dealers are hesitant to adopt text messaging — they simply don’t want to risk it.   Consumers prefer to communicate via text because it’s short, to the point and non-intrusive. Have you ever tried to call one of your kids or grandkids only to have them fail to answer, then text you right back asking what you need? Or have your ever received a […]

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Aug
16
By Mike Gorun  //  Be the First to Comment

A Successful Rewards Program Should Not Be All About Rewards

Let’s face it, for every 10 businesses that exist, 9 have some sort of rewards program. While they used to be novel and exciting, customers are now used to them. They may well sign up. But, far too often, customers do so not because they are loyal, but because they happen to already be at that business. Too many companies use customer loyalty programs as a crutch, thinking if they give their customers something for free, or offer incentives, this will create loyalty. That viewpoint is wrong. A loyalty program is designed to enhance the […]

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Aug
8
By Mike Gorun  //  Be the First to Comment

When It Comes to Customers Don’t Judge a Book By Its Cover

Almost every salesperson or manager that’s been in the business for a while has a story to tell where someone – perhaps even themselves – prejudged a customer and lost a sale. Perhaps that sale was lost to another salesperson at the dealership, or perhaps the dealership lost the sale altogether. But it has happened and still continues.   Here are a few examples:  According to a recent story on Jalopnik, a man went into a Porsche dealership to inquire about some models. The sales reps proceeded to treat him quite rudely, refusing to answer simple questions about a […]

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Jul
25
By Mike Gorun  //  Be the First to Comment

The State of Customer Loyalty

Colloquy just came out with its Annual Loyalty Census Report which informs retailers about top loyalty trends. The data in this report (which you can download free at the link above) is important for retailers to view and understand as it reflects the changing attitudes, desires and effectiveness of loyalty marketing, incentives and programs. In fact, this year had some pretty interesting results.  While loyalty program membership increased to 3.8 billion consumers, the growth rate (15%) was considerably lower than 2015, when it was more than 10% higher at 26%. Colloquy attributes this decrease to large mergers and acquisitions consolidating some […]

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Jul
18
By Mike Gorun  //  Be the First to Comment

Don’t Let Digital Data Trump the Human Touch

Businesses large and small use data to learn and then make decisions about their customer’s behavior. However, be warned, as decisions based solely on data alone can sometimes not be the best… as was the case with a Denver Broncos season ticket holder.   In a LinkedIn article penned by the fan, he told the story of how his family was on a waiting list for 7 years to buy season tickets to the Denver Broncos. When they were finally offered tickets, they were ecstatic. […]

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