How to Build Lifetime Customers in Automotive Industry

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Take a minute and try to remember how much time you spent searching for a car and how many information you found and used before purchase?

Let’s take Johnny for example. He is an average Internet user looking to buy a new car. He knows what kind of car he is looking for and which price is acceptable to him. First of all, he will find as much information as possible, probably using Internet. Thanks to Google or any other web search engine Johnny will find many useful information in no time and very easy.

Average auto shopper has <b>24 research touch points before purchase</b>, according to Google. Well, that is a lot and means a few things, Johnny knows what he can expect and time is no longer a factor. Now he has all the information he needs to cross-shop. That means he will probably get an offer from one car dealership and then look for a better one at another car dealer and decide where to buy a car. So, Johnny found a perfect car for him, big, nice, perfect color, great price and his girlfriend likes it too. He went and purchased a car but he did it offline. Again, <a href=""><span style="text-decoration: underline;"><b>ROPO effect</b></span></a> happens, research online, purchase offline and Tom, the car dealer, wants to find a way to make Johnny his lifetime customer.

<b>It means that purchase is only the beginning of a beautiful customer service journey.</b> For example, Tom knows what type of tires Johnny is using because Johnny bought a car from Tom, gave him his e-mail address and he is servicing his car at Tom’s workshop. Tom uses data and information he tracked offline and sends Johnny an offer he can’t resist. He sends him an e-mail with coupon for 30% discount for new pair of summer tires. He will send him a coupon for winter tires too. This is a great way for Tom to ensure that his customers are satisfied and there is always something special for them. And this is only one example of tracking offline conversions and using them. He will contact Johnny when he should bring his car for regular year service. He will offer Johnny another discount because he knows that he will bring his car to his workshop every year regularly.

As you can see, Tom is tracking offline and online data and he can create great customer service for his clients. He knows how because of the data and information he tracked. According to Google 62% of the vehicle owners said <b>customer service could influence future purchase</b> so make sure to use your data the best way you can, to building relationships with your customers.


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<strong>Connect offline sales to your online marketing efforts and download <a href=""><span style="text-decoration: underline;">Octalytics e-book</span></a>.</strong>


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