June '17

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92 • RV PRO • June 2017 rv-pro.com B U S I N E S S c. Innovation (drive inno- vation): Always look for new and smarter solutions d. Partnership (value part- nership): Work side-by- side with our customers to help them get the job done. e. Results (be insightful a n d c o m p re h e n s i ve ) : Deliver actionable insights that improve our customers' business performance. As your employees under- stand your mission and core values, they'll be able to execute your vision for your business. The most successful dealers that I see make ongoing training a priority. This will help provide the consistent results your cus- tomers want. 2. Keep in Touch. What does that mean, you ask? Many of you use a CRM (customer re l a t i o n s h i p m a n a g e m e n t ) system. Often, it becomes a catch-all that sits idle or a collection of customer information that does nothing. If this is you, then it's time to dust it off and get back to using that system to keep in touch with your customers. What better experience can cus- tomers have than receiving a "Happy Birthday" email, a "thank you" for your business note, or a personal phone call to let them know that you are thinking of them? A few years ago, I purchased a vehicle from a local dealership. Since then, I've received thank you notes, cou- pons and special offers. I will visit this dealer again, because they are providing a positive experience by using their CRM to keep in touch. 3. Recognize and reward your customers. It's human nature to want recognition for our accomplishments – no matter how large or small. Why not use this desire for recognition to help improve your customer's experience? There are many options available. You can implement an automated loy- alty rewards program that automatically tracks customer purchases through your dealer management software. You can allocate points for purchases that can be redeemed for discounts on future purchases. This recognition rewards your customers for their patronage and business. In return, you can encourage them to return to your store instead of a competitor's store to redeem their points. I've driven as many as 30 miles to stay at a hotel chain where I accrue loyalty reward points. If you are unable to implement an automated loyalty reward program, a simple VIP program can provide another way to give special recognition and ser- vices to your customers. A good starting point can be based around the Pareto principle, or the 80/20 Rule. In other words, it means that 80 percent of your business comes from 20 percent of your customers. Your dealer management system should be able to help you identify the top 20 percent of your customer base and provide a starting target group for implementing a VIP program. These are the customers that pay your bills. Recognizing them for their business and offering VIP status with incentives will encourage additional spending. As the program grows, you can add more VIP levels to encourage those customers outside of that 20 percent group to upgrade. The recognition and reward as a consumer is a great driving factor you use to improve your customer's experience. 4. Source parts faster: The RV busi- ness can be difficult when it comes to having the right parts in stock. With so many manufacturers and options on the market, it can be difficult to even find the right parts. We know it's not realistic to stock all parts for walk-in customers, so make sure you create a network of dealers and local suppliers that will help you quickly To earn customer loyalty, dealers need to implement a strategy that includes cultivating and empowering employees, recognizing and rewarding customers, staying in touch with them between visits, sourcing parts faster and making sure service customers don't fall through the cracks.

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