OWNER LOYALTY PROGRAMS

[THE FIXED GUY]

Anybody have a great owner loyalty program that works. I know there are alot of programs out there give me some ideas guys

[btk]

The best owner loyalty program starts with the advisors, have a yearly bonus plan for the advisors based on owner loyalty. Most manufacturers can get you an urban science report which shows your market share. Any other vendor program is only as good as your advisors.

Every year in January I get an urban science report and share it with the advisors-great info in these reports and you can see if your market share is increasing or decreasing.
Food for Thought

[jazdale]

Not sure which direction this thread is going.

Are we talking about a program that rewards customers for being loyal - like a frequent flyer program?

Or, are we talking about simply being CRM-minded in how we treat customers and rewarding writers for not driving away good business?

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I've heard of providing repair coverage beyond warranty if you adhere to having all your maintenance done at proper intervals at that store. I don't know how it panned out in the long run.

I haven't heard much in the way of a point accumulation where it rewards the customer with free parts/service/trinkets upon redemption.
Seems like a tricky program to set up. Need to strike a balance where its a worthwile reward and doesn't give away more than you meant to. Also seems that if you start this type of program, you'll be tethered for life to it.

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Interesting idea, btk.
Never seen this report. Does it represent marketshare by same franchise service depts, or does it include independent garages also?

[jtr8178]

Great article in the Wall Street Journal yesterday on this very topic. Try to get a copy of it if you can!

[btk]

The urban science report shows you your market share based on units in operation in your area of responsibility, it also shows where all your customers are coming from-if you are pulling cars out of your market, etc.. and shows you who and where all the independent repair shops compared to your location. It looks at your database of active customers and based on units in operation and zip codes-gives you marketshare. Benchmark for marketshare(from what I was told) is, depending on manufacturer, somewhere between 35-55 %. It is also a great sales tool -shows income,average ages of buyers,etc

[THE FIXED GUY]

Well i was looking to see if anyone had any success with a point type system

[robc]

Well if you want to use miles, then DealerMiles has programs all set up to do that. (www.dealermiles.com)

If you also want down and dirty loyalty key tags to ear free LOFs etc. then Punch-a-deal by DealerConcepts (www.dealerconcepts.com) is a proven winner.


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** Rob, Editor Dealersedge/WD&S **
Help is only a message post away!
robc@dealersedge.com

[bsilcox]

WWW.carpeoplemarketing.com we got started about 3 months ago like the program well. Owner of this company is Rsndy Johnson get them a call or e-mail...

Hope you like it as well

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Robert "Bob" L. Silcox