ONTARIO, Ore. - Dec. 16, 2019 - Customer loyalty really hasn't vanished. It's just become harder to win (and rightfully so, some might add). No longer are customers happy to remain loyal to companies that treat them like transactions instead of people. In order to avoid losing your most important assets, you need to take steps to build customer loyalty.

Be Relevant

The first consideration when building customer loyalty is whether or not you're relevant to them. This goes so much deeper than whether or not you have an ATV or jet ski in their price point. It requires that you get to know them and their situation. What are their pain points and challenges? What problems are they trying to solve? You can determine what it is that you can do to help them. Find solutions to customer problems, rather than just making a sale.

Personalized Communication

Today's consumers expect the businesses they work with to know them. Communications with them should be personalized to the greatest degree possible. This requires more than just inserting "Dear X" at the top of your email. All should be personalized to the greatest degree possible. Rather than just adding a customer to your email list and then sending out automatic marketing messages, go further by:

Asking how their purchase is working out for them

Offering coupons for accessories

Following up with questions about service needs

Deliver a Great Customer Experience

Customer experience, or CX, has become one of the most critical elements in forging a successful customer relationship. Delivering a great experience, consistently, your customers are very likely to come back time and time again. In a world where products are widely available, it requires differentiating your dealership to cement customer loyalty. Remember, they can buy powersports equipment anywhere, but they cannot get the same experience with all dealerships. How will you make your dealership stand out when it comes to the experience customers enjoy?

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Establish a Strong Relationship

Ultimately, today's consumers don't want to be just another transaction in your ledger. They want a relationship with your company. They want to look at their ATV and remember fondly the experience of buying it and they want to come back to your dealership because you know them and like them, just as much as because you've got the products they want at a price they can afford.

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PSXDigital
Jen Schrader