Customer Retention: Steve Apicella Explores the Disconnect in the Automotive Journey

Facts Not Feelings with Brooke C. Furniss

In the ever-evolving automotive industry, the focus on customer experience is key. Dealerships are recognizing the need to bridge the disconnect between sales and service to enhance customer retention and referrals. In this episode, Brooke C Furniss is joined by Steve Apicella is the Chief Executive Officer of Strategic DX - Your Dealer Experience. Together they discuss the importance of customer retention, referral, and the digital life cycle in the automotive industry. They delve into the disconnection between sales and service, the need for a unified customer experience, and the potential of digital solutions to bridge this gap.

Key Takeaways:

1. Prioritize Customer Retention: Retaining existing customers is more cost-effective than acquiring new ones. Building strong relationships and offering exceptional customer service increases the likelihood of repurchases, referrals, and customer satisfaction.
2. Create a Unified Experience: Bridging the gap between sales and service is crucial for long-term customer engagement. Dealerships should aim for a unified customer environment, leveraging technology to enhance in-person engagement rather than replace it.
3. Implement a Digital Strategy: The success of companies like Amazon and Apple in customer engagement serves as inspiration for the automotive retail industry. Developing a dealer branded app and using digital platforms can help dealerships stay connected with customers beyond the initial sale, fostering ongoing relationships and improving customer satisfaction.

Connect:
Steve Apicella: https://qrco.de/bdG9Qx

BZ Consultants: https://qrco.de/bcqqFo

Apple🎙️https://apple.co/3U4KvGA

Spotify 🎧 https://spoti.fi/3DNNgFI

Youtube ▶️ https://bit.ly/3jDwPoO

Chapters:

00:46 Introduction to Steve Apicella and his business.

03:19 Our industry needs to prioritize customer retention.

10:52 Amazon's frictionless process has lessons for the automotive retailing industry. Dealers should embrace customers beyond selling cars and focus on F&I. The industry should make F&I available on smartphones and improve the service experience.

18:37 Customer loyalty is cost-effective, but often overlooked.

21:27 Service drive: Champion customer experience, retain loyalty.

29:47 Continuous improvement, evolving, learning, sharing for industry survival.

31:56 Honoring voice, experience, growth, engaging with skeptics.

36:18 "Customer communication: phone calls, junk mail, text messaging"

38:07 Get updates, personalized interaction, customer relationship.

44:21 Par 3 win a car, lucky shot, disappointment.

45:41 Weather was bad, couldn't play golf.

49:02 Support and participate in valuable industry events.

55:30 Lucky guy loves cars, big sedan fan.

58:51 "Thank you, Steve. Check out strategic dx."