Your dealership has an advantage that many independent service facilities don't have. You already know the customer.
You may know what vehicle they purchased, when they purchased it, where they service it, what maintenance they've completed, what repairs they've declined and how long it's been since they last visited your dealership.
The opportunity is putting that information to work.
During this special Fixed Ops Roundtable event at Paragon Honda, David Lampel joins Brian Benstock, Ted Ings and Sarah Vantine to discuss how customer history can help dealerships create more relevant and effective communication.
A customer who purchased from your dealership, services regularly and recently declined a repair shouldn't receive the same communication as someone who hasn't visited your dealership in two years.
Relevant communication starts with understanding where that individual customer is in the ownership lifecycle.
As a former new car dealer and an automotive industry veteran working today with more than 1,000 dealerships nationwide through Dealerwing, David believes dealerships need to move beyond one-size-fits-all marketing.
Better use of customer history can help dealers:
- Strengthen customer retention
- Improve service communication
- Recover declined service opportunities
- Identify customers becoming at risk
- Increase service appointments
- Create better ownership experiences
- Maintain relationships between vehicle purchases
Technology shouldn't make dealership communication feel less personal. It should help dealerships make it more personal.
Dealer resource
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Personalization only works when customer information is accurate. Learn how to identify and correct the data problems that can undermine customer communication.
About David Lampel
David Lampel is an automotive industry veteran, former new car dealer and President & CEO of Dealerwing. Today, David and the Dealerwing team work with more than 1,000 dealerships nationwide, helping dealers improve customer retention, Fixed Operations marketing and the use of customer data and emerging technologies. David is a frequent contributor to automotive industry discussions on dealership data, AI, customer communication and Fixed Operations growth.