WardsAuto-DME Webinar Tackles Service-Customer Loyalty

Research data indicate a growing number of younger consumers service their cars at aftermarket chain outlets rather than local dealerships.

WardsAuto Staff

April 18, 2012

1 Min Read
Only 23 of dealership service customers loyal Mike Martinez says
Only 23% of dealership service customers loyal, Mike Martinez says.

DMEautomotive joins with WardsAuto to host a free webinar April 26 on how car dealerships can increase service-customer loyalty and regain eroding market share.

Topics will include DME research on customer behavior by generation. Data indicate a growing number of younger consumers prefer to service their cars at aftermarket chain outlets rather than local dealerships.

Moderated by WardsAuto Dealer Business Editor Steve Finlay, the 2 p.m. EDT webinar features Mark Conner, Lithia Motors dealership chain’s assistant vice president-marketing, and Mike Martinez, DME’s chief marketing officer. 

The webinar is intended to help dealerships target service customers lost to aftermarket chains. The webinar also will provide information on service-customer behavior across generations, including Internet-savvy twentysomethings.

“Service is now 47% of the average dealer’s profits, but only 23% of dealer service customers are loyal, and aftermarket chains are reaping the majority of lost dealership service business,” Martinez says. 

The webinar will offer dealerships ways to turn straying customers into loyalists. It also will reveal key data about service customers that will help dealerships better – and more cost-effectively – target their service marketing.

The event will feature critical intelligence on the dealership-service customer gathered by DMEautomotive’s strategy and analytics division for its recently released service-loyalty white papers. It is based on behavior and preferences of 4,000 U.S. vehicle owners. Attendees will receive a free copy of each white paper.

“The Changing Service Loyalty Landscape” white paper analyzes the decision-making process behind service-center selection, consumer loyalty rates and demographics and industry share-of-wallet realities for dealerships, independents and aftermarket chains.

“Marketing Success in a Changing Service Loyalty Landscape” analyzes shoppers’ communications preferences by frequency, platform and service-outlet type. The study offers strategies for retaining loyalists and converting swing shoppers and disloyalists into customers.

For more information and to register for the webinar, click here.

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