Are you paying attention to your attribution model?
Picture someone managing a dealership service department, constantly addressing staffing issues, putting out fires with difficult customers, and managing the on-the-ground details every day.
Sound familiar? It can be challenging – to say the least – to focus on improvement and growth, especially for your marketing budget that’s paltry compared to the one the sales team has.
Customer loyalty and retention are critical to your success. However, achieving customer loyalty and retention can be challenging in an industry where competition is fierce, even between departments working towards many of the same goals, albeit at different stages of the customer journey.
The key to retaining your customers and building brand loyalty is to know what drives them, from pain points to perks and more. These pain points drive their behavior and ultimately, their consumer journey.
Attribution plays an essential role in achieving these objectives – making the most of whatever ad spend you’re allotted for service campaigns – so your service department can flourish.
But how can you monitor campaign performance, marketing effort, and differentiate between situational factors and internal attribution? It’s challenging!
Attribution and Customer Loyalty
If you want to convert today’s repairs into tomorrow’s opportunities, customer loyalty and retention are essential for franchised auto service dealerships. Customer loyalty leads to repeat business, long-term revenue generation, and helps to minimize customer acquisition costs.
Once you have them, loyal customers are more likely to recommend your dealership to friends and family, providing a valuable source of new business. That’s when the fun stuff starts happening – organic growth.
How can attribution help build customer loyalty and retention?
Attribution can help auto service dealerships analyze and track customer behavior across multiple channels, from the initial poi
Attribution can help auto service dealerships analyze and track customer behavior across multiple channels, from the initial point of contact to an attended service appointment. With this data, you can understand customer preferences, identify customer pain points, and provide insights that help you tailor your customer service strategies.
Also, attribution helps dealerships identify what works and what doesn’t work in their customer service efforts. Recall those forecasts where the service manager is tasked with growing the net profit by any means necessary. Without a solid plan, it’s a coin toss whether it’s possible or not. But with attribution data, you can figure out which campaigns have been successful in the past, which channels get the most traction for service-related posts, and what messages tend to drive current customers to set their next appointment.
Of course, it’s a great source to mine for new clients, but more importantly, attribution can help you keep the clients you have. You can determine which calls to action drive your clickthrough rates. See how much your current clients engage with your content, and how often. Then start to correlate it with how much your service sales are growing, month over month, even without attracting a swath of new customers.
nt of contact to an attended service appointment. With this data, you can understand customer preferences, identify customer pain points, and provide insights that help you tailor your customer service strategies.
Also, attribution helps dealerships identify what works and what doesn’t work in their customer service efforts. Recall those forecasts where the service manager is tasked with growing the net profit by any means necessary. Without a solid plan, it’s a coin toss whether it’s possible or not. But with attribution data, you can figure out which campaigns have been successful in the past, which channels get the most traction for service-related posts, and what messages tend to drive current customers to set their next appointment.
Of course, it’s a great source to mine for new clients, but more importantly, attribution can help you keep the clients you have. You can determine which calls to action drive your clickthrough rates. See how much your current clients engage with your content, and how often. Then start to correlate it with how much your service sales are growing, month over month, even without attracting a swath of new customers.
Now what?
It sounds great, but does anyone in the service department have the time or breadth of knowledge to deal with attribution data? The emphatic answer is almost always, “NO”. But you can keep doing what you do best, and that’s run your service department. With Attributely, get detailed, aggregated data from all of your sources, along with actionable tips to make it work in your favor.
Want to boost sales and keep your current customers? Contact us for a demo today to find out more.
