His presentation was an “ah ha” moment for me. Afterwards, I shared with him some thoughts I’ve had about customer loyalty versus customer satisfaction. I told him that we all hear a lot of talk about measuring customer satisfaction, but a satisfied customer does not necessarily equate to a loyal customer. For me, the distinction between loyalty and satisfaction is simple. Let’s say I go to “Restaurant A” and I am satisfied with the experience. Next week, I visit “Restaurant B and I am also satisfied. In both instances I may be satisfied, but I am not necessarily loyal. That is a simplified example, but I think the point is clear.
In a way, both John and I are saying the same thing, but I like his words “customer for life” better because it embodies pursuing customer loyalty to the “nth” degree. John is more eloquent and has the statistical data and anecdotes to substantiate his reasons for pushing such a lofty, yet reachable goal in parts and service. However, when you break it down to the essence of what we are both saying, creating a customer for life has to do with creating a consistent “WOW!” experience throughout your entire dealership. It’s about providing an experience that translates into, “Why would customers ever consider taking their business anywhere else?” Now that is customer loyalty.
“It’s impossible to create a customer for life!” you might say. “It’s unrealistic and unattainable!” you might think. Well Dr. Wayne Dyer has a saying I love, “When you change the way you look at things, the things you look at change.” Dyer’s statement applies perfectly to the idea of creating a customer for life.
When was the last time you really evaluated what kind of experience your customers have when they enter your store? If you were in their shoes, would you be a customer for life? Are your associates professional and passionate about what they do? Does your dealership seek to become a trusted partner with customers and help them solve the issues they can’t solve themselves? Do your associates think outside the box to find unique ways to offer better, faster more efficient responses to customers? When was the last time you asked non-customers why they don’t do business with your dealership?
Obviously I am asking these pointed questions to get you to at least consider the idea of how you can create customers for life. Like most things, if you don’t consider such new possibilities, or simply choose to rest on your past accomplishments, the world or a competitor may just pass you by and steal your customers.
Let’s face it, as Frank Lee said to a group of dealers recently, “We are in a mature industry. We know who the customers are. To get new customers, you will probably need to steal them … just make sure other dealerships aren’t stealing yours!” Great advice, but Frank’s statement also serves to underscore the idea behind John Walker’s mantra, “Do what it takes to create a customer for life.” I for one think that is a goal worth pursuing … and that’s the way I see it.
What is your perspective on this subject? Send your comments to naeda@naeda.com. NAEDA may feature your comments and Paul Kindinger’s response to your comments in the new letters section of NAEDA Equipment Dealer magazine or in the new NAEDA CEO blog on www.naeda.com, which will launch in June. By commenting, you are granting NAEDA the unlimited right to publish and reuse your words in the magazine or online. If you do not wish for your comments to be made public, you must indicate that in your email message.