2 Ways to Improve Your Loyalty Program

Our guy Tim educating employees and making them advocates one at a time

Don’t Make Your Members Jump Through Hoops

Customers want a rewards program that is easy, fast and rewarding. Make the enrollment process simple or people won’t join. Redeeming points or rewards should be just as easy. Step back and walk through all of the aspects of your program as if you were a customer to see how it easy it is. Better yet have your parents try to enroll or use the program. If there are confusing areas or things they don’t understand, fix them!

Employee advocates of your rewards program

Our guy Tim educating employees and making them advocates one at a time

Educate Your Employees

Your employees are your best advocates. I’m sure you’ve heard this before, but it is so true. You could have members not using the program because they were never invited to sign up or the benefits were never explained. Worst case scenario, employees get asked questions about the program and they don’t even know. Educate your employees and make your rewards program a part of your identity and training. Have a contest to see who can enroll the most members or give incentives for the employees who ask their customers if they have points to redeem. If your employees are pumped about the program, your members will be too.

If your loyalty program is encountering a slump, don’t get discouraged. Just take this as a way to revive it to its full potential. If your program needs more help than this, check out re:member group’s awesome tools. Or better yet, give us a call or shoot us an email, we’d love to help!

Announcing Supercharged Sales/Service Surveys!

Your after-service/sales surveys are probably just like everyone else’s, boring. No incentives to get customers to take an action, stuck with another companys template. You may even use the same company and questions as your competitors. Our new survey product will automatically award customers points for filling it out, and display all kinds of dynamically generated content. 

Upon your customer filling out the survey, results will be automatically emailed to members of your management team. Full login for reporting is available. Definitely cooler than what you currently use & most likely way more cost-effective.

Talk to your re:member group representative about getting the coolest & most engaging surveys in the industry.,

sales-service-surveys-example

Service Reminders with a Punch? Yep, we got them.

Service reminders are vital to any dealership organization, and guess what? You can now have them as part of your loyalty program How do you make sure that you are reminding your customers to shop around, and make sure they’re locked in? Remind them they’re a loyalty program member and they have points. Members of loyalty programs are 70% more likely to make repeat visits and are over 80% more likely to be upsold.

Upgrade your program to include service reminders today.

Email service reminder example

Email Enhancements!

Email-Marketing

Good news.  We’ve completed a project that’s taken many months to completely overhaul the way our email system handles data.   It’s a big deal and fulfills many requests handed to us by clients over the years.  New datapoints, like member PIN and account balance in dollars are now available.  Among the features, the speed has been greatly enhanced.  What it means for you is generally we can send emails the next morning after a closed RO, deal, or transaction.  These enhancements are going to vastly improve member engagement.

Also, a reminder – RG is available to you for all of your email marketing needs, with the added benefit of including a lot of personal information in the email.  Why is this so powerful?  Because your competitors are probably sending our similar messages that you are.  One big way to differentiate yourself from them is to include information about a customer’s points, both reminding & compelling them to continue doing business with you.

Here by popular demand, here are the cool new things we can now display in emails:

–        Member PIN (very useful on welcome emails)

–        Account Balance in dollars (previously only available in points)

–        Amount spent by customer on a transaction

–        Dollar value of points earned on a transaction

–        VIN

–        Mileage

–        Service advisor / Salesperson

–        Transaction type (we can now send emails based on redemptions as well as accruals)

Enjoy the new features!  If you have any questions, please contact:

Tim Clemens
tim@remembergroup.com
952.224.8000

The Big Game Suspense

As we all know, the Super Bowl in right around the corner and I’m pumped! There are so many things to be excited about! ENDLESS AMOUNTS OF FOOD! Payton Manning could be the first ever QB to get a ring with two different teams. While Russell Wilson has a chance to take over the throne, if his hand doesn’t freeze. It is a battle of the ages between the best offense and defense in the NFL. And duh, the suspense of what commercial will be the best.

While I am excited to actually watch the game, there are millions of people out there who don’t give a crap. They are excited for the commercials and that is all they really watch. This year it is costing companies $4 million dollars for a tiny 30 second window. One mistake could put an executive on the chopping block. Or one brilliant move could send a company soaring. No pressure right?

Through out the playoffs Bud Light has been keeping us on the edge with little teasers. We know something weird is going to happen with Arnold Schwarzenegger. I predict them to hit the jackpot, but you never know. Axe is also is in the running for the leader with their warm up ad. Their new ‘Axe Peace’ spray wants us to make love not war. This could hit the emotional trigger for viewers. But I am excited for the unknown.

With teasers and the internet these days, if you feel like digging, you can figure out the best commercials before the Super Bowl. Last year the lights unexpectedly went out and Oreo went into action while the rest of us finished off the nachos. They ran to Twitter to let us know that there isn’t a problem even though the power is out.

oreo

Pure genius! This witty ad was cheaper than any advertisement possible and it made them more money. Sometimes we need to step out of the box and look for opportunities in unexpected places. After this stunt I think we will be seeing funny ads in different places. This ad made it to personal computers and phones in real-time. This makes the message engaging and more likely to pass on to others. Isn’t that the ultimate goal?

Times are changing and so are Super Bowl ads. Over the years the hype about them has dwindled. Who knows what the future holds. Any predictions how much 30 seconds will cost in 20 years? Happy watching everyone!

Cady Henglefelt

cady@remembergroup.com

Creating Customers For Life

Focusing on customer retention is one of the most rapidly growing trends in the automotive industry. Manufacturers are driving retention, and with good reason. Newly appointed GM CEO, Mary Barra shared her thoughts in a 2012 statement, “We believe a single percentage point improvement in sales retention is about 25,000 vehicles or about $700 million annually, so it’s a pretty big financial incentive.” A single percentage point!

While retention to an automotive brand is all well and good, I can still buy that same vehicle from any number of area dealers. The same holds even more true in fixed ops. Not only are we competing for that customer’s service business with other dealerships, we are fighting the independent shops as well as the quick-lube/tire/brakes shops.

What sets your dealership apart? The answer we hear time and time again: we’ve got the best people/parts/products. The best sales/service/selection. The truth may very well be that you do, but your competition is saying the exact same thing. And it is falling on deaf ears. You’re dealing with a more informed consumer than ever before. At the click of a mouse they can learn everything about your dealership, your special offers, what people think about you. They can do the same for your competition.

So how do we attract, create and keep a customer that is loyal to your dealership? The first step is truly separating yourself from the other guys. What are you offering the customer that the competition can’t? We need to stop talking about price and start talking about value. How are you making your customer’s life better? What are you providing that makes it worth choosing your dealership every time?

Think about the last flight you took. The last hotel you stayed in. The credit card you used to pay for those. Did you earn points? Do these multi-billion dollar industries offer a rewards program simply because it’s cute? Come on – these are banks! The truth is that a loyalty initiative is one of the most effective tools available to drive more business, more often.  In today’s economy, a customer is expecting their dollar to go further and are willing to go to great lengths to continue doing business with an organization that rewards them for their loyalty. How far will they go? Rockwell Clancy, VP of Financial Services at J.D. Power and Associates had this to say – “Consumers will often pay higher prices, or stick with a service that’s unsatisfying, simply because they’ve started earning points.”

What does this look like in the auto dealer world? The Walser Automotive Group in Minneapolis, MN, together with the re:member group, created the Walser Rewards program to attract and keep their most profitable customers. It couldn’t be easier to play. Members enroll for free, simply by providing an email address. Once enrolled, 10% of customer pay service work goes into a bank account that they can redeem toward their next vehicle purchase. The results have been amazing – Walser found that Members of their program service more often and spend 40% more in service than non-Members. This resulted in a boost of $4.6 Million in additional service revenue in a 2011 study and it continues to grow every year. Better still – since these points are redeemable only toward a vehicle purchase, Walser is on target to sell over 1,000 vehicles in 2013 from points redemptions. This holistic approach to customer loyalty has helped Walser attract and keep loyal, profitable customers in both service and sales, all while delighting the customer.

Customers that are truly loyal to your dealership are going to do 4 very important things that have a big impact to your bottom line. 1) They visit your dealership more often – not just for the major repairs, but for all repairs. 2) They spend more. A loyal customer is less price-sensitive and more likely to agree to recommended services. 3) They give great feedback. You’ll learn powerful insights from your customers and see strong online reviews – thereby attracting more customers. 4) They refer their friends and family. There is no greater form of advertising than a personal recommendation from a happy customer.

A customer becomes loyal when you present a value that the competition can’t match. When you exceed a customer’s expectations – not simply by satisfying them.

Nate Sieveking is president of the re:member group, the auto industry leader in customized loyalty solutions (www.remembergroup.com). You can email him at nate@remembergroup.com.

Email Marketing: Through the eyes of a web designer

How you view your emails is likely different from how your customers are viewing your emails.  That’s because there are hundreds of thousands of ways your emails are accessible.  Your customers could be viewing your emails from any type of laptop, desktop, smartphone, tablet, blackberry, etc. From those devices, there are different versions of different operating systems like iOS, Android, Windows, Linux, Unix, etc. From those OS’s your customers could be using any version of any given browser such as Chrome, Firefox, Safari, Opera, Internet Explorer (Please stop using IE), etc.  Within those browsers, your customers could be using any version of any email client like Outlook, Apple Mail, Gmail, Yahoo, Hotmail, AOL, etc. I think you get the picture… Any combination of those factors could result in a different way your email is rendered.  Some rendering differences could be a shift in just a few pixels, others could be drastic – breaking your entire message.

HTML email experts, like the ones at the re:member group, see your emails in a much different way – Code. Below is a graphic of how you might view your email in comparison to how the web designers at the re:member group view your email.

blog-image

With so many different combinations of devises, operating systems, browsers and email clients, it is important to make sure the markup language behind your email is valid and robust.  The HTML and CSS in your email defines how it will render across different devices. Don’t trust anyone with an internet connection and web editor such as Dreamweaver to build your emails. Your message could get lost or broken across many devices.  Ensure your message displays properly across all major devises and entrust your emails with designers who can attain pixel-perfection through the means of handwritten, dependable code.

 

Travis Valerius

Web Designer & Developer

travis@remembergroup.com

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