WOW Your Customers & They Will WOW You Back

When was the last time you did business somewhere and were truly “Wow-ed?” You know what I mean. You actually said “Wow” out-loud or at least you thought it because of some outstanding, extreme customer service. Now, wouldn’t it be great if you could get all of your customers to feel that way when they do business with you? The good news is it is possible and it isn’t that hard to do. All you have to do is get serious about customer retention and be willing to make some changes about the way you think about your lost and existing customers. Instead of always thinking about how to attract new customers, you have to also focus and be willing to spend a little time and money on giving customers some real reasons to never go anywhere else.

Start by doing things that make your dealership clearly different, things that impress customers, things that make them say ‘WOW’. Little things, like valet parking their car when service is completed. Reviewing invoices and making sure they understand what they are paying for when they pay their bill. Things like, always doing what you say you will do and making sure your customers feel special and know just how important they are to you and your dealership’s future. Make your dealership a fun place to be, hold bingo games in your customer lounge and give away free oil changes to the winners. Have once-or twice-a-year customer appreciation parties, monthly new customer orientations, send out newsletters and offer special service discount days for loyal customers. ‘WOW.’

Remember, it’s the little things that make customers feel special, that makes them say ‘WOW’ – like free car washes anytime with no purchase necessary, honoring all competitors coupons, no expiration dates on service reminders and showing you really care with consistent follow-up and fast resolution when problems arise. You have to actually try to make them say ‘WOW.’

Want some more incentive? Tomorrow morning on your way to the dealership, count how many places you could go to get your oil changed. Count them, I dare you. You don’t even have to count the other car dealers…they aren’t really your competition. It’s the independent shops that you should be worried about. Count them.

Count them all. Count the Goodyear, Firestone, and Sears stores you see. Count the Pep Boy’s, NTB’s, small independents and quick lube shops and as you count, and count, and count…keep this in mind:  these guys aren’t stupid. They are aggressive and they know what they are doing. They focus on convenience, price and quality, and they advertise like crazy.

So if you want to change the game and keep your customers, you have to Wow them. The really cool part is that if you ‘WOW’ your customers, they will ‘WOW’ you back. They become loyal – really loyal. They visit more often. They bring their friends. They spend more, are easier to up-sell, and since they have a relationship with you, they buy more cars from you. Now that’s what I call, ‘WOW!’