With so many options to choose from, automotive service customers need good reason to not just follow convenience and, sometimes, price. More than ever before, today's empowered consumers are quick to jump from one competitor to another until their needs are met. Some never find a provider they want to "settle down with," but in most cases they are looking for one. Relationships are easier: they become reliable and they make the customer feel recognized and appreciated. The opportunity is there.
"One size fits all" is a losing strategy now. New customers need a reason to come back, and a good experience tops the list. To nurture and grow that relationship — to effect continuous customerization — means capturing and leveraging the data so that you can deliver communications that are on target and unmistakably tailored to their needs. Winning their loyalty demands the type of attention to which they've grown accustomed in other industries.
The data is there — who they are, where they live, and all their predictable vehicle needs. It tells you everything you need to know to meet their demand for more relevant communications. But data means nothing without action; loyalty needs to be earned. Turning a consumer into a customer and nurturing that relationship means connecting with their lives, making their lives easier, and making them feel valued. Sometimes that also means thinking long and sacrificing some revenue with an offer that will ultimately pay off way past the initial minimal loss. Leveraging data lets the provider become strategic.
By putting continuous customerization to work, automotive services providers can identify the best approach to the highest return-on-investment relationships. They can follow the data to deliver the right message at the right time, often before customers ask. And they can pre-empt visits to a competitor in the process. The time to act is now – today's empowered consumers demand the personalized experience of continuous customerization before awarding their business and their loyalty.
Rick Muldowney is the chief analytics officer for digm Group, a marketing agency that combines complex data analysis and marketing technology to create a holistic customer view with insights that drive businesses forward.