Today’s market dictates that to succeed as a dealer, you have to create a great customer experience. You have to provide value and give the customer a reason to come back. A great customer experience is now one of the strongest value propositions any dealership can use to increase customer loyalty and retention.

Dealerships are going to great lengths to create an exceptional customer experience—installing movie theaters, opening coffee shops, and adding other luxuries in an attempt to make a customer’s visit as pleasant as possible.

However, you need to remember in all this that your employees must be just as engaged and loyal. Customer retention begins with your employees. Unless you have a dedicated staff who are truly invested in the success of your dealership, you can never create a company culture that fosters customer relationships.

Your front line employees are the face of your company. If they aren’t engaged in your business, with a true desire to assist your customers, the motorist experience will never live up to its potential.

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