Retention & LoyaltyBest Practices

Retention & Loyalty
With Connectivity, Dealers Can Get More from Courtesy Transportation Programs

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Most dealers have Courtesy Transportation, or CTP programs in place, with the support of their respective manufacturers. What dealers may not be aware of though, is that these programs are increasingly using Connected Car technology to track and manage the vehicles enrolled in them. Not only does this new technology create opportunities for better fleet management, but it also has the potential to create some exciting new revenue opportunities for dealers in the very near future. The same platform used to operate CTP can be used by dealers to operate Rental programs, Alternative Financing programs, or Demonstrations. Connected CTP Programs Manufacturers are increasingly equipping new vehicles with built-in telematics equipment. In 2021, over 90% of all new vehicles will be equipped this way. Fleet owners have long recognized the value of built-in connections for fleet management applications. Fleets can more accurately track vehicle location, maintenance needs, mileage, and driver behavior data using a built-in connection and centralized fleet management. Vehicle manufacturers are increasingly bringing connected fleet management tools to their CTP to let dealers more closely manage these fleets as well. These programs, operated by companies like  TSD Loaner ,  Connexion Telematics ,  Bluebird Auto Rental Systems , and  ARSLoaner , all enable Dealers to more closely manage CTP vehicles. Dealers can easily enroll vehicles from their inventory into these systems and then track which ones are rented out, how many miles have been driven, how much fuel is being used, and whether any of the vehicles need maintenance. In the event that one of the vehicles goes missing, it can also be located. To get the most out of Connected CTP, dealers should take full advantage of available reporting, such as: Mileage alerts to prevent vehicles from being used past OEM program mileage limits Fuel Usage, to recoup fuel costs Rental History, to identify which vehicles are over-and under-used Over-Time alerts, to identify vehicles that have been kept longer than planned Tolling Alerts, to recoup toll costs Some programs also include remote lock/unlock commands, giving the dealer the ability to easily help if a CTP customer gets locked out. Taken together, dealers can use these tools to significantly improve the efficiency of their CTP.   New Revenue Opportunities While Connected CTP can be useful in managing costs today, they can also create a platform for dealers to easily try out new revenue models. Technically, any connected vehicle on the dealer's lot – new or used – can be activated and managed from the same platform that is used to manage CTP. That creates some interesting possibilities, such as: Short-Term Rentals Any connected vehicle on the dealer's lot could be enrolled and offered as a short-term rental. The CTP platform could easily bill the rental customer for time, mileage, fuel used, tolls, etc., at a rate negotiated by the dealer. Rentals could be for use by individuals or businesses or could be offered to Uber or Lyft drivers. Dealers should seek information & guidance from their providers & OEM partners. Some of the providers mentioned above already offer integrations that can result in immediate revenue opportunities.  Alternative Financing Models The same CTP platform could also allow the dealer to experiment with alternative financing models, such as subscriptions or "loan to own." The platform can easily track vehicle usage, apply a metered price by day, month, or by mileage, and can apply additional charges for fuel, tolls, and maintenance. In the event vehicles need to be recovered, they can also be located. The platform built to enable a Connected CTP can easily be adapted to operate these programs, as well. Demonstration Programs The dealer's CTP platform can also be used to offer vehicles for demonstration. With the roll-out of Electric Vehicles, for example, many customers may want to have a trial of an EV before committing to an all-new method of propulsion. Any other vehicle on the dealer's lot can also be offered this way, with mileage and usage easily monitored for follow-up with the customer. These new applications are not yet widely deployed to dealers, but dealers should be aware of the potential of Connected CTP and press their manufacturer sponsors and platform providers to bring these capabilities forward.
Auto Retailers: Customer Experience Needs to Be Your Differentiator

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Tom Knighton said it best, Customer experience is the next competitive battleground Customer Experience - the term is everywhere in business and even in society now. As with many business practice movements, the term has been misused and misrepresented. Over the past few decades, business has used and practiced the art of Customer Satisfaction, Customer Relationship Management (CRM), Customers for Life, Customer is King and even more mantras. They have all been attempts to put focus on the customer. But they often based those concepts on technology or a belief that there were tools that make this happen for a business. Customer Experience (CX) is not the same as Customer Satisfaction. Customer Experience is an emotional attachment and value that the customer owns. I would explain it using something we all understand. Ever have a meal and say "that was satisfying"? Simply asking this to yourself meets basic criteria but does not create a lasting memory. Now if you have ever gone out to eat, no matter how typical or fancy the restaurant and had a great table, fun company, excellent service, fantastic food, tasty beverages and overall enjoyed the event, that becomes an EXPERIENCE. You will likely continue to talk about it and treasure the experience, not just the food. What is CX Really? I would also push the concept further that Customer Experience is not the new business practice, technology, department or business function we simply build. In fact, Customer Experience is not something we as a business own at all - it is also personalized and individualistic. The customer owns it. The customer experience is what they think, feel, and believe they experience as a holistic interaction. We as a business can merely build and align the business processes, technology platforms, channels, training and metrics against a good customer experience. We must do it one customer and one experience at a time. We need to stop measuring and driving the industry on a transaction focused Customer Satisfaction score. We must begin to really understand, align and deliver against personalized customer expectations and needs to deliver a holistic experience. The Industry Issue In auto retailing, it is true that all the horror stories of the past and the bad image perception have scarred the current thinking about buying and servicing a car. Perception is reality. You will often hear people get excited about the prospect of the new car, followed by a sigh that they have to make a trip to "the dealer." In recent research, it has been conveyed that the Millennial generation would in fact rather go to the dentist than visit a dealer. According to several Consumer Reports articles, the main dissatisfiers with the retail process (despite vast improvements) continue to be: The sales representative made the experience a challenging and unhappy one The F&I process was too time-consuming, wasteful and confusing Getting the run around on the phone Not being able to match an offer or vehicle to a real deal All the haggling Lack of visibility, transparency and trust All the "back-and-forth" and time wasted Not concerned about the customer needs Now, compare that with experiences we have all had in other industries. The pandemic itself has highlighted and accelerated the ability of many businesses and industries to become more customer experience driven. Many are offering curbside pick-up and drop off, mobile delivery, omni-channel access, more virtual agents and self-help options and more personalization to suit the customer needs. I always like to share one simple CX example from an industry we can all relate to in our lives - pizza delivery. For a $5 pizza order from Domino's, or almost any pizza chain for that matter, you begin a customer experience journey. The full experience can include: Order through multiple channels Recognized by your name, an account ID, or your phone number as a previous or new customer Able to repeat a previous order with one swipe Given the ability to track your order through multiple devices Receive order updates Ability to change or add to your order up to departure of the delivery Notified when your driver is on your street or in your driveway Delivered within 30 minutes, as promised in the majority of cases  Given a discount or earn loyalty points for your order in many cases Asked (surveyed) after delivery about your experience. Not the pizza, the experience.  In some cities, the delivery is being tested with an autonomous delivery vehicle, or to a hot spot or mobile delivery spot of your choice All of this for a $5 pizza. At IBM we have a saying, "The last best experience you have, in any industry, becomes your standard going forward across all industries." So we all carry these experiences and increased expectations from recent events and business service levels into the auto retail environment. The stakes have now been raised even further for auto retailing. So Why is CX So Important? In my last article , I wrote about the possible future outlook of 2030 in the industry and auto retailing. The fact is that it is quite unknown. Will retailers become less relevant? How will service and parts business be sustainable in the current footprint with more electric and autonomous vehicles in the sales mix? What will be the new car sales levels in the next few years with the pandemic effect and more at-home workers (less commuting)? These are unknowns but the constant for the industry, or at least the shifting of the industry from new car vehicle transactions to a mobility enabler will be the customer. Traditional new car sales will not sustain the industry forever. The customers will. Customer expectations and customer needs will continue to shift, but we must adapt and be the provider of the experience. If you follow the customers, you will follow the revenue and profits. Their needs and their journey are what the industry will transform around. Auto retailers must build and become a "Customer Network Platform" for mobility, providing access, services and experiences... whatever they may be. An engagement, a bond and connection must be fortified between retailers and customers to transform together and not focus on the product, or the transaction, but on delivery of a mobility experience. That will secure the sustainability of a retailer in the future. As mentioned in the opening quote by Tom Knighton, "Customer Experience is the next competitive battleground." Businesses who deliver upon an experience, will find the right products, services and value bundles to offer and deliver to customers. The customers value the experience and they will drive their needs into the industry, or others will come in and deliver upon it. Five Action Steps to Take Now I don't want to paint a total doom and gloom picture here. Many retailers have taken great strides to improve customer processes, customer engagement and the overall experience. Much work has been done by many to improve system integration and data availability to help support a holistic customer experience. More focus has been placed on this issue and that is a good thing. Here are 5 areas I suggest be constantly focused on to continuously improve and keep customer experience the driving mission in your business. The recommended actions are: One view of the customer - Continue to integrate systems and data to have one single view of the customer. A service experience should not be a separate incident from a sales transaction or part purchase. It should be one single journey of that customer with personalized engagements along the way. Work to get one single source of truth of customer information across all channels, all departments and all engagements. Focus on need not the sale - One of the major reasons customers are so dissatisfied with the sales and service process is the lack of understanding, empathy and fulfillment of their actual need. Customers are often not asked about their needs for a new car, or their needs around timing or availability of a service experience but are rather mandated their options. Don't reward and measure metrics that only focus on transaction volume or transaction satisfaction. Make the customer experience the focus, the priority and the mission. Channel Consistency and Information Access - The customer process across any channel at any time should be one of consistency. Starting this process over and over each time they access a new channel or talk to a new person should not be part of the journey. The ability to quickly access information and find value is of utmost importance. Leverage virtual agents, chat functions and self-help functions to assist customers to access what they need quickly and easily. Examples include service updates, price information and inventory availability. Personalization - Don't lose sight as you begin building tools and capabilities to deliver customer experiences - they need to be adaptable to individuals. Each customer is unique and the focus should be on building and delivering capabilities that can adapt and personalize each and every experience. Customer recognition, customer specific need fulfillment and unique treatment will make each customer experience special. It keeps customers coming back, no matter the actual product or service of the future. Create "Wow" Factors - Find, develop and deliver experiences that set your dealership apart. What will make your dealership relevant and differentiated from the rest? Become known for something special that you can "own" and deliver. A "wow" builds the overall experience. Summary The Customer Experience will be what defines the future of our industry. The product, the transaction, the specific service will matter less. Why will they come and do business at your dealership? It cannot just be because of price or product availability, it must be more holistic and meet the customer's needs. Build and deliver a customer experience on each engagement, with each specific customer, over and over each time. This experience will define your dealership as being relevant and differentiating to a customer's mobility needs. This experience will sustain your business through unknowns of the future of the industry. If you enjoyed this article, take some time to listen to the latest podcast episode on Experimarketing  with  Colin Carrasquillo
Why Should I Buy From Your Dealership? 4 Popular Products To Consider Offering

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So, you want people to buy your cars.  Let's say I'm your customer. As a car dealer, you know why you want me to buy from your dealership... So you can stay in business, hit your factory monthly goal, or finish number one in your zone, district, or country. That part is easy. But can you tell me why I should choose your dealership? What exactly do you have that others don't? Can you make me an irresistible offer? When the time comes for you to articulate your 'Why Buy From Us' story — be it on your website, or the sales floor — are you doing it successfully? After all, there's a lot of competition out there. The market today is full of consumer choices. There are new car dealers, used car dealers, Carvana, Vroom, and many more players. Many of these competitors will have almost everything that you do — be it great service, friendly sales staff, or appealing inventory. This makes for a very competitive market. A successful dealership needs a strong value proposition. Having a strong 'Why Buy From Us' message will make it easier for car buyers to choose your dealership over your competition. This story needs to be crystal clear — if it's too long, your customers will tune out. If it's not competitive enough, they'll go with the better option.  But how do you make the best offer, while still making the most money? Here's where I can help. My job is to help car dealers make more money while maintaining high customer satisfaction and retention. A good 'why buy from us' story needs to have a concrete offering — otherwise known as a product package. To help you make your story more competitive, I want to share with you the most popular 'Why Buy From Us' products. When it comes to choosing which one to add to your arsenal, there's no right or wrong choice. Each product addresses a different concern — you should know your market and which option makes the most sense. The most popular 'Why Buy From Us' products 1. Vehicle Return Program  The uncertainty caused by COVID-19 is real and has a detrimental effect on car sales. Many consumers are afraid of losing their jobs or being furloughed, creating hesitation in buying a new car. A Vehicle Return Program allows your customer to walk away from the car deal in case of job loss. During these trying times, this program can give your customers the extra confidence they need. If you can give them that security, they'll be more likely to choose your dealership. 2. Lifetime Engine Guarantee    Consumers know how expensive car repairs are. The most expensive of all is to repair or replace an engine. Lifetime Engine Guarantee covers the engine for as long as your customer owns the car and performs all scheduled maintenance at your service department. This is a win-win in terms of marketing and service retention. 3. Dealer-Owned Pre-paid Maintenance   You have two choices; either sell factory Pre-paid Maintenance or your own. Dealer-Owned Prepaid Maintenance is only good at your service department, which is good for you. With that in mind, you need to make it more enticing for your customers. The best approach is to give away the first year and upsell to three or five years in the finance department. 4. Combo Products  Preload 6 months of a combo product and upsell to a longer-term in finance. There are numerous combo products available — tire and wheel/key replacement/paint and fabric protection/paintless dent repair. Most consumers already understand and value these products, so the upsell shouldn't be an uphill battle.   How to deliver your 'Why Buy From Us' story A clear cut 'Why Buy From Us' story is the most effective marketing and customer acquisition/retention message. Make sure that it is properly displayed on your website (home page), and in the showroom.  It should be quick to explain, and easy to understand. It is mission critical that all of your staff are properly trained. Salespeople have to know what is included with the purchase of the car, finance managers have to know how to upsell, and service advisors have to know how to process a claim.   At the end of the day, your goal is to stand out from your competition and increase your market share. Not having a clear 'Why Buy From Us' message simply means you are ceding market share to your competitors, and that is something you cannot afford in 2021!
A Roundup of Google’s Latest Best Practices for Your Dealership

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Simply put, in times of crisis, we look to the experts. We turn to the voices that will provide us with actionable support to help us navigate through uncharted waters. We want to make smart business decisions during this time so we can thrive in a post COVID-19 world.  In response to the pandemic’s impact, Google has compiled a variety of best practices for dealerships. Here’s what you can invest in now and in the coming weeks to ensure increased engagement and quality leads from your website.  What can I do for my dealership now? Assess budget allocation across profit centers This is the time to assess profit outlets and reallocate budget for what would make the most sense mid-pandemic. For example, is your showroom still light in foot traffic? Turn up the budget on service and direct more traffic to these pages if it’s operating as usual during this time. Or, if your market is showing buying signals for used cars more so than new, make sure to adjust budget according to this new normal, and put more dollars into used campaigns. We suggest being hyper-aware of these trends to make the most out of your marketing budget. Adapt messaging to match customer needs Adjusting your messaging in your current campaigns (search, video, display) is important for showing empathy toward your shoppers. Make sure your tone, copy, and visuals match the current reality. Switch up your CTA’s to be more empathetic. Instead of using “Hurry in today!” replace it with “We’re here to help.” It’s also smart to leverage any videos you may have in your inventory as a virtual showroom visit - include any best offers, incentives, or flexible payment options in response to the crisis. Example of crisis-sensitive messaging Begin to value online metrics As automotive switches to a digital-first industry, online metrics will carry a whole new weight. Use this time to make sure your bidding goals reflect this. If you are currently bidding to increase store visits, switch to high-value web-based conversions for better performance. Think about ways to give back During this unprecedented time, we all need to stay flexible and responsive to the rapidly changing environment. Whether it’s conscious or not, shoppers are checking in to see the positive ways in which businesses are coping with this pandemic. Be sensitive and acknowledge the gravity of the situation, like using your dealership for local good, or going the extra mile to make a customer feel safe. If you can, offer complimentary or discounted services to healthcare workers on the frontlines–i.e. a free oil change or vehicle cleaning. This will resonate with your community and position your business wisely, while also focusing on giving back. What can I do for my dealership in the near future? Virtual showrooms and test drives As social distancing will continue beyond the enforced lockdown, give your shoppers a way to experience your showroom without stepping foot into your dealership. Reach more customers by uploading recorded videos of your most popular inventory or giving them an option to test drive your vehicles in the comfort of their own home. Example of test drive app Capture existing consumer demand Website traffic has pretty much remained steady across the nation with some cases of traffic increasing by more than 20% . Dealerships must be prepared to intelligently identify and capture the existing consumer audience along with all their current demands. With reduced advertising budgets, investing in technology that facilitates an end-to-end digital experience attuned to the current customer expectation is the best way to stay relevant. Re-engage those who are displaying shopping interest The average time a shopper spends before even purchasing a car averages around three to four months at a time . During COVID-19, your branding is your voice. Find your in-market shoppers on and off-site so they know your name, respect your name, and recommend your name. This can be one of the most powerful tools you own in your wheelhouse. Use Google Trends to understand how your customers’ needs are evolving Google gives us insight into how shoppers are evolving in real-time. Understand what your customers are searching for on a daily, weekly, or monthly basis. Find major shopper trends with Google’s latest trending stories, such as “Coronavirus search trends.” Or keep track of search popularity with the “interest over time” graph. This will help you define shopper’s needs on a seasonal basis. Google also offers a heat map to see where search terms are most popular by location. This allows you to adapt your message to the local community. It’s not easy to keep marketing momentum during a global pandemic. However, these expert best practices can save you time while keeping your dealership strong and resilient. It’s the first step in preparing your dealership for a digital-first industry and the inevitable path to technology adoption post-COVID-19.
5 Ways to Put Reliability at the Center of Your Store’s Success

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On the old classic TV show "Lassie," Timmy never fell down a well, contrary to popular belief. But viewers knew if Timmy did, he could rely on Lassie to get help. According to a J.D. Power conclusion based on a survey of 85,000 respondents, the #1 attribute car buyers look for in their next vehicle purchase is reliability. But what exactly do they mean? The dictionary defines reliability as "the quality of being trustworthy or of performing consistently well."  Reliability is one of those simple words with many applications. Mail delivery is reliable when it's delivered on time. Reliable vendors show up on time and do the work as requested. A restaurant is reliable when it serves the same high-quality food and provides the same great level of service. Reliable friends do what they say and can be counted on in a pinch. And reliable major league pinch hitters will deliver a hit when most needed.  Reliability to a car buyer, however, can mean more than saving time and money on a car's total cost of ownership or more than a vehicle's dependable road performance. Reliability can refer to the sales process, how consumers felt they were treated, how their car is serviced post-purchase and, above all, their on-going relationship with a dealership.  Here are five areas where you can make your dealership brand synonymous with reliability. Products – Consumer Reports publishes an annual list of the most reliable cars of the year. If any of the vehicles you carry are on the list, remember to spread the word. Don't be shy. Post the news on your website and third-party sites, as well as on social media. The same is true for any other vehicle rating services, such as U.S. News & World Report, AutoGuide.com, Edmunds, and so on. Banners inside your showroom should promote any reliability or safety awards. Warranties – A manufacturer's warranty, either bumper-to-bumper or powertrain, typically covers the first three years or 36,000 miles of ownership. However, such a manufacturer's warranty may not be enough, especially since the average new-car buyer keeps the car for six years or longer. To ensure their customers are covered, some dealerships offer a lifetime power train warranty, along with other guarantees, such as free lifetime oil changes. Lifetime warranties help reinforce the concept of reliability and can give consumers great peace of mind knowing they're covered. Make lifetime warranties part of your USP. Sales Transactions – A car sales transaction between dealer and consumer historically gets a bad rap. But these days, thanks to the Internet, there should be no surprises. Consumers are as informed about their preferred vehicle as are your salespeople. Let's face it, no dealership has an edge in product, pricing or financing. If your dealership doesn't currently offer transparent pricing, you might consider doing so. Honesty is a key attribute of reliability. Keep your word. Promise, but don't overpromise.  Service Appointments – Respect everyone's time. For example, if a car in your service bay will not be ready for pick up at the time promised, contact the customer and explain the delay. Keep them current about the repair or service work being performed; text them photos. Above all, don't leave your customers hanging.  Your Store's Culture – If your store has been selected as one of the top places to work in your community or state, let people know. Share the good news on social media and in your advertising. How employees – and customers – rate a dealership is a good indicator of whether consumers will feel comfortable shopping there. When car shoppers seek reliability, who they gonna call ? Make sure it's your store.
How to Turn One-Time Buyers Into Customers for Life

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Most dealership marketing and sales efforts are geared toward getting the potential customer onto the lot, through the front door, and in front of a salesperson. The salesperson makes a compelling case for buying the vehicle, the customer signs the papers, and drives off in their new purchase.Then what?For future growth, it’s critical to make that first sale — but that’s not where it should end. Returning customers are the foundation on which dealerships develop and grow, and multiple touches are the key to building that relationship.Here are some methods to use to make that one-time buyer into a customer for life. At the sale Future customers are created from today’s prospects. To accomplish this, salespeople need to put themselves in the position of the customers facing them.How are they feeling? They’re probably nervous — it’s either evident or the customer might be putting on a tough act to hide it — and why wouldn’t they be? The dealership is the natural habitat of the salesperson, but this is a very special, and very foreign, experience for the customer.They’re excited at the prospect of a new vehicle, to be sure, but they see a potential minefield between them and their goal. Will they be spending too much? Will a wrong decision today haunt them for years? Will the dealership try to take advantage of them?Today’s consumer is better educated and better equipped to make this major purchase, but that still doesn’t make it any less stressful. In fact, it might make it more stressful, because their online education may have led to new questions.At this point, the salesperson needs to be the professional, and take the time to listen and get to know the customer and their needs. Often, the customer has already made the decision to buy the vehicle before they step foot in the dealership. They don’t need to be closed; they need to be assured .They want to know they are making the right decision, and it’s the salesperson’s job to assure them that they are — or let them know that another vehicle might actually be a better match for them. By being their advocate on this sales journey, salespeople are putting themselves — and their dealership — on the path to customer loyalty.But it’s only the beginning. The service side During the sale, it’s important that the salesperson introduce the customer to the dealership’s service department. Service is critical to the dealership’s health, and critical to building long-lasting relationships. Putting the idea of service into the sales process smooths the transition and increases the value of your dealership in the customer’s eyes.It doesn’t have to be a long introduction — in fact, it shouldn’t be — but it should be enough to get the customer familiar with the department. Scheduling the first service now, while the customer is basking in the glow of a new purchase, is a great way of getting that process in motion.Still, there’s more the salesperson can do to keep that customer happy and coming back. The follow-up Checking back in with the customer after a few days lets them know that your dealership is more than a one-stop car-ordering facility; you’re interested in making sure that they are happy and that you’re always there to help with questions or concerns.Ask them about their experiences with the vehicle. Any surprises? Is it performing the way they expected? What about the vehicle’s technology?It’s difficult to cover everything about a vehicle even in a comprehensive walkaround. After being with the car a couple of days, they might have questions that they didn’t know to ask during the sale. A question answered today can lead to much more enjoyment with the vehicle down the road.This process requires two things from a salesperson: a comprehensive knowledge of the vehicle and the willingness to contact the customer and actually ask questions. Just saying “is everything great?” probably won’t get anything but the surface “it’s fine” response. Get specific: “Did you have any questions about the Bluetooth features?” “Is it handling the way you expected?” “Any questions about the suggested maintenance schedule?” Specific questions get specific responses, and let the customer know that you’re actually interested in the answers. If you don’t hit upon a question or concern they are having, they’re more likely to ask you a question at that point.Also, be able to answer the questions. Most vehicles will have common questions — often about new technology the customer’s older vehicle didn’t have — so be prepared for those.And, if you don’t know, let them know you’ll find out, then call them back with the answer. Check in regularly In the sales process, great salespeople get to know the customer — and their family, their activities, their needs, etc. Then, they make note of these unique answers and keep a file.As time goes on, a customer’s needs will change. By being aware of this, a salesperson can make sure they are in the right place at the right time. Does that customer have a teenager who will be needing a vehicle in a couple of years? Did another have plans to retire at the end of next year? Is that growing family going to need a bigger vehicle a few years down the road?By becoming part of their lives, salespeople can graduate in the customer’s eyes from a barely remembered individual to “my car guy/gal.” Loyalty is the goal, but can only be achieved by regular, meaningful contact. Don’t go it alone It’s important to automate as much of this personal marketing as possible. If you only had one customer to keep up with, it would be easier to maintain contact. When you have hundreds or even thousands of past customers over the years, however, it’s impossible to make meaningful contact without help. Digital marketing and artificial intelligence won’t replace the human touch, but technology does allow motivated professionals the opportunity to build that rapport with customers and keep them coming back.By automating reminders and giving salespeople the tools they need to tend to their flock of customers, the dealership is set up to build a loyal base of returning clients who are happy to do business with “their” dealership. Valerie Vallancourt is vice president of marketing at Outsell , which provides an AI-driven marketing automation solution to auto dealers. Since joining the company nearly three years ago, Vallancourt has transformed its marketing, developing a demand-generation engine and implementing new processes for lead generation and tracking. These efforts significantly improved inbound lead flow while improving quality, helping Outsell exceed its sales goals. Valerie also champions women to be a part of the automotive industry.