Like many of you, I like “Best of” lists. They can often be amusing, but also provide a great tidbit or two of very applicable instruction. That’s what I’m going for here when looking at great customer retention ideas. They’re drawn from my years of experience and a wide cast of the Google net.

I admit the article’s headline may be a little over the top, but if it stopped you long enough to be reading these lines then continue reading. The advice is free and their results may surprise you.

Here are my top “Best of” retention ideas that your dealership should consider:

1. Reward complaints: Most customers won’t complain. They just won’t come back. However, in all honesty, you need them to complain, in detail. Each compliant is an opportunity for you to solve a problem and keep a customer.

Action item: Invite customers to speak up. Announce this invitation by placing placards on every desk. Offer rewards for complaints – and shout that incentive in large block – REWARDS for YOUR COMPLAINT. Use the form to collect customer name and contact information – and block for them to add details. Promise a call from the appropriate manager. Thank customers who provide this information with a free oil change or fluids service, discount on tires or similar service as a thank you. Be sure to discuss complaints, their solutions, and necessary department practice or process changes in weekly meetings. 

2. Create magic moments: Car dealers don’t sell cars or service anymore, because what consumers (want to) buy is convenience. Make your processes and practices more convenient and make them so savory they become your secret sauce. When was the last time you mystery “visited” your stores to get a real sense of your customers’ experience?

Action item: Bring service and service-menu webpages front and center. Cars are sexy and service is dirty, but which one pays the bills? Make it easier for customers to do their service business with your dealership. For blocks of time each day, have a senior member of the firm greet your customers and learn a thing a two: why are you servicing your car here today? Were we your first choice to have that work done? How far did you travel to arrive here? What bothered you about our check-in process? May I get you a cup of coffee…something to read…tell you about our latest inventory? Monitor how your staff approaches and engages customers as they wait. Customers will sniff out actors immediately, and you lose.

3. Be nice: Anyone having worked retail knows how it illuminates human nature. Last I checked, you had no authority over anyone’s disposition but your own. As the boss, it is your right to insist staff adopt a sharp customer-engaging demeanor.

Action item:  Here are five foundational customer engagement characteristics to help your staff improve the customer experience:

• Smile: A smile earns a return smile – and that’s great news for you! Psychology Today says smiling releases neuropeptides that fight stress. Their feel-good components – dopamine, endorphins and serotonin — relax the body, lower heart and blood pressure rates, reduce pain and lift mood. What a great greeting gift for every one you meet.
• Be patient: Practice patience to calm down, reduce anxiety and increase confidence and caring. Those around you will take note. It’s harder to communicate with people who are rushed and distracted.
• Be kind: Kindness is robust in its simplicity: Ask the customer’s name and repeat it to them immediately. Use it often in conversation with them. Say please – and thank you. Tend to the customer’s need – point out the restrooms; ask if you can retrieve them a beverage, ask them how much time they have for the reason that brought them into the dealership.
• Listen: To borrow from the Good Book, be quick to listen and slow to speak. When you do talk, make your words count. Ask good questions – and actively listen to their answers. What is the action or response the customer is telling or asking you about. Take care of it then if able or commit to finding the right solution and get back to them, and be sure you do.
• You first: Your staff has plenty on their plate to get done, but it always takes a backseat whenever you engage a customer. That means, if a shopper asks a question, you stop what you are doing and look at them as you answer. You rise from your desk to escort them to where they want to go. Thank them for visiting the dealership. If the dealership is running special programs or has discounted services available, let those customer know that. Smile, and share your name – and ask theirs.

4. SOLVE PROBLEMS: Aside from getting their vehicle fixed right the first time, customers have other problems you can solve, some unspoken. For instance, car payments can put the brakes to their ability to fund large repairs. BankRate.com notes the average consumer is hard-pressed to afford a $500 unexpected expenditure.

Action item: Offer customers dealer-branded prepaid maintenance to help them offset routine maintenance costs and keep their vehicle running right. These plans are proven to solidify retention for a number of years, which builds a habit of servicing with your dealership – and add upsell dollars to every repair order. Rewards programs help consumers save on purchases like tires or new cars. Offer customers a repair-finance option. Vendors now offer credit-card-like solutions to help customers afford larger estimates.  You are paid for that work upfront, and the customer drives more safely while paying for the improvements over time.

5. Mobile Repair: Offer remote, at-home or at-office vehicle repair and maintenance services – a truly memorable – and post-able — convenience for many kinds of needs.

Action Item: This is a terrific used car retention builder for routine maintenance, brake, tire and similar work by qualified technicians. Use a dealer-branded prepaid maintenance or rewards program as part of the service to keep customer connected with your dealership, while they save money and build points for offsetting future purchase costs.

 About the Author

Ryan Williams is president of Fidelis PPM, and is a 20-plus year veteran of the auto industry, having served in multiple dealerships as sales manager, F&I manager, and GM. You can reach him at ryan@getfidelis.com.