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

Customers Are “Hooked On a Feeling”

In their new book, The Intuitive Customer, authors Colin Shaw and Ryan Hamilton contend that companies that try to fight declining customer satisfaction by lowering prices are going about customer satisfaction the wrong way. Instead, they state that the magic to winning customer loyalty is based on understanding what the customer will do next. An article in MediaPost, recently shared some of the basic precepts in the book, including the fact that roughly half of a customer’s buying decisions are based on how they FEEL about a […]

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Nov
29
By Mike Gorun  //  Be the First to Comment

Using Marketing to Hire an Engaged Staff

The automotive industry has a sales department staffing problem – and a big one. In fact, NADA has placed the yearly turnover rate as high as 70 percent. Dealerships are in constant hiring mode to keep their sales floor staffed with enough employees to provide coverage for their floor traffic and to follow up with customers and prospects. Since customer experience and loyalty depend upon employee loyalty, what can dealerships do to increase the chances of hiring the right person that transforms into a long-term […]

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

For Loyalty, All You Need Is Love

As technology has caused a significant shift in consumer interactions and desires, retailers have to follow suit in order to retain the consumers’ business. Customer loyalty is an increasingly fickle thing. And, as convenience has become so easily attainable for today’s consumers, some retailers believe that the only competitive arena left is price. However, this is not always the case at all. An article on Loyalty360.org shared the results of a recent study conducted with the help of a University of Rochester professor. The study […]

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

Creating Confidence in Consistency Is Key to Customer Loyalty

Great customer experiences can win customer loyalty. That’s why dealerships install restaurants, movie theatres and Starbucks. But while that customer experience is integral to keeping the customer’s business and loyalty, it doesn’t take much to shatter that loyalty and see that once loyal customer desert to a competitor. Why? Because deep down, people don’t like surprises. Sure, we like them when they are gifts from friends, or spontaneous parties we weren’t aware of. But when a customer visits a business they like and are familiar […]

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

Customers Expect the Impossible – So Give It to Them

As Henry Ford stated, “If I had asked people what they wanted, they would have said faster horses.” Technology changes in our industry faster than many of us can keep up with. It seems like new services and innovations pop up weekly. Do we know which innovations consumers are sure to like or not? Of course we don’t. We can’t actually know until they end up liking them – or not. And they don’t know what they want until they see and experience it. Back […]

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