Digital Dealer - November 2019 - 48

S A L E S & VA RIA BL E OPS: Cu sto m e r Re tent i on Continued from pg. 47

tent customer experience.
Customers respond well to
a logical and progressive
sequence of messages that
are relevant to where they
are in their ownership lifecycle. The best way to ensure
this happens is to allow a
single vendor to coordinate
and deliver all of your dealership's ORP campaigns.
When signing with a
new vendor, commit to six
months to a year to gauge
results. If you haven't seen
any improvement in your
customer retention metrics
after one year, it's time to
try another vendor.
Today's ORPs are not
the same product that your
dealership subscribed to
years ago. If your goal is to

And remember, when
it comes to retention, you
have already achieved one
of the most difficult marketing challenges: converting
a contact into a customer!
Doesn't it make sense that
you would allocate a large
share of your budget to
strengthening those relationships so they will visit
again and again?
5) CONSOLIDATE
PROVIDERS

Many dealers use
several vendors to execute
their ORP marketing campaigns; e.g. one vendor for
email, another for mail and
another for digital communications.
This strategy results in
a fragmented and inconsis-

increase customer loyalty
and retention, modernizing
your ORP and the way you
communicate with your
customers is key.
COURTNEY EVANS is the VP

of product for Affinitiv and brings
over 10 years of both automotive
and leadership experience. She
came to Affinitiv from Dealer
Product Service where she held
several different roles offering
a diverse understanding of
the industry, starting within
the Client Care Team and
eventually working her way up
as the director of that team. She
worked on process efficiencies,
assisted in the development
of a company owned platform,
contract development, client
relations and programs for
major OEM Clients. Courtney
also has experience in growing
internal teams, enforcing change
throughout the organization and
leading projects.

A D V E R TI S E R S IN D EX

ADVERTISER

PAGE

AutoSpin..................................... 5
Dealer Specialties....................... 25
DealerTrack................................ C2
Playback Now.............. .............. 27
KCC............................................ 3
Kerrigan Advisors.......................13
Payment Cloud............................29
Manheim Inventory Solutions...... C4, 31
National Pavement Expo............. 43
The index to advertiser page numbers
is published for reader convenience.
Every effort is made to list page numbers
correctly. The listing is not part of the
advertising contract and the publisher is
not responsible for errors or omissions.

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Digital Dealer - November 2019

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