Over the past few months, we have shared sneak previews of sessions that will be held at 2024 Digital Dealer Conference & Expo (#DDCE2024)! But the introductions we have written have left attendees wanting more.

To that end, session leaders have offered an expanded explanation of what is in store at their session in Las Vegas. Affinitiv’s Dean Martin and Michael Cappelli lead a session titled Building Bridges: Unlocking the Secrets to Stronger Customer Relationships.

Think back to your most memorable customer experience. Whether it was positive or negative, it likely sparked a significant change in your shopping choices, either earning your loyalty or driving you to another retailer. Even if a company offers a high-quality product, a poor customer experience can have a detrimental impact on profitability. By understanding and addressing customers’ needs to consistently deliver exceptional experiences, you’ll be more likely to increase retention and achieve long-term success.

Here are three ways to wow customers and win their loyalty for the long haul.

Deliver an Experience, Not Just a Product or Service

Purchasing and maintaining a vehicle may be a necessity for customers, but choosing your dealership is optional. To capture their attention, you must deliver an unforgettable experience that goes beyond the typical sale or service appointment.

Begin by creating a distinct identity that can’t easily be imitated, then turn that into a repeatable experience for your customers. This will differentiate your store from the rest, demonstrating to car buyers and service visitors that you value their business. These memorable customer experiences will have the added benefit of enhancing the perceived value of your products and services.

A few ways to put this strategy into place:

Start with your staff: Did you know the dealership’s expertise is the biggest reason many sales and service customers return to that particular store? Each of your team members has the opportunity to make authentic connections with customers. Ensure they’re well-trained and enthusiastic, not only for your products and services, but also for building meaningful customer relationships.

Prioritize and personalize: Don’t underestimate the power of customer data. Equip your personnel with the tools to greet customers promptly—and have their details handy to expedite and personalize the sales or service process. Making timely updates throughout the appointment and keeping communication lines clear between departments also helps to ensure a smoother experience for both your customers and your staff.

Follow up on feedback: Your customers are the best sources of information when evaluating the experience you offer. Be sure to address all feedback with thoughtful responses and solicit more input via surveys or social media polls. The valuable insights will help you identify patterns, adjust processes, and reinforce your commitment to satisfaction.

Minimize Customer Effort and Simplify Interactions

If you were trained to think exceeding customer expectations drives loyalty, you’d be correct—in a traditional sense. But in the modern world, this thinking has evolved to also include minimizing customer effort. Shoppers want a great dealership experience without the work, and using the right tools and techniques, you can provide them with an effortless one they’ll remember.

Because many of your interactions with prospective customers begin online, it’s critical to have a strong online presence. This starts with your website. The number of shoppers who find dealership websites easy to navigate has decreased by 11% from last year, so prevent an outdated site from holding your business back by optimizing for mobile, utilizing a clean design, and including clear calls to action. Place a focus on your online services as well: trade-in valuation tools, vehicle pickup and delivery options, and online bill payment capabilities are just a few offerings that can transform the experience for customers while streamlining operations for your store.

You might be surprised to learn that many buyers still value an in-person shopping experience. There are some aspects of the vehicle purchase process customers simply prefer to handle face-to-face. However, many prospects complete research online prior to stepping into a dealership—for both sales and service. To earn their business, make the transition from online to in-store as seamless as possible. Provide knowledgeable staff who can have informed conversations based on details and history already captured through your website or previous interactions. And build trust with transparent processes, upfront pricing, and consistent communication.

Take Personalization to the Next Level

For customers who are barraged with blanket marketing and bland encounters, a personalized experience is sure to outshine the rest. With the power of machine learning, artificial intelligence, and advanced technology, you can add personalization to customer touchpoints with ease.

As sales prospects visit you online, use browsing data to recommend vehicles that align with their preferences, budget, and lifestyle. AI-powered chatbots can help provide instant answers to customer inquiries, assist with financing options, and schedule appointments or test drives. And relevant marketing campaigns based on customer demographics, website behavior, and purchase history can help motivate shoppers to take the next step.

After the sale, it’s important to personalize the service experience, as well—especially since over 70 percent of sales customers intend to return for their first service. Leverage data to predict when vehicles need maintenance and proactively reach out to customers with timely, specific service reminders. During each visit, provide service status updates, video inspection overviews, and service advisor chat capabilities to strengthen trust and communication.

Throughout your marketing channels, personalization can supercharge your efforts, from tailored website experiences to targeted social media ads to scheduled email cadences. Use customer feedback to continuously improve personalization and address pain points. As you optimize your marketing, deliver content that resonates with each individual customer by sending offers and messages customized to their needs and preferences.

Prevent Defection by Providing Thoughtful Customer Experiences

The profitability of your business is driven by customer experience. New-vehicle shoppers and service-ready owners have countless options to fulfill their automotive needs—and an exceptional experience is what helps ensure they continually choose your dealership over the competition.

Even the biggest point of defection, transition from warranty pay ROs to customer pay ROs, can be overcome by focusing on the experience rather than the product or service you’re offering. Further emphasize your dedication to customers by minimizing the effort required of them, simplifying interactions, and leveraging technology for added personalization.

As a result, not only will you build a reputation for excellence, but you’ll also foster a loyal customer base that supports your ongoing success.

DDCE2024 Events

#DDCE2024 is a 2.5-day event, Oct. 8-10, 2024, at MGM Grand in Las Vegas that will bring together automotive dealers, OEMs, thought leaders, and solution providers to power business growth and connections. The 2024 Digital Dealer Conference & Expo is your chance to discover innovative solutions and gain cutting-edge strategies, actionable insights, and new ideas to implement for maximum impact.

Digital Dealer Conference & Expo will include:

• Enhanced networking: more meetups and fun ways to connect throughout the event
• A Speed Networking program, which offers dealerships and vendors a relaxed yet efficient way to explore a variety of innovative solutions
• An expo hall with 120+ cutting-edge auto retail solutions
• 75+ actionable sessions
• Masterminds and interactive labs
• And more!

Digital Dealer offers full conference and expo badge options, as well as an expo hall-only option for Dealerships/OEMs. Digital Dealer Conference & Expo attendee badge types include:

• Dealership (exclusively for dealers and employees of a dealership)
• OEM (exclusively for vehicle manufacturers)
• Allied (anyone that supports, services, or sells solutions to dealerships falls under this category)

Click here to register now.