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Toronto, ON November, 2006 - Why is customer satisfaction important to your business? Simple, satisfied customers lead to higher profits and increased market share. Many Powersports dealers track customer satisfaction with a CSI system. This data let’s you know how you’re doing, but what tools do you use to get there?

An important tool to create satisfaction and loyalty is a Customer Retention System. With so many programs available how do you choose what’s right for your dealership? Here is a quick list of some items you should be looking for:

  • Is the system endorsed by your OEMs?
  • How many years of experience in the Powersports industry do they offer?
  • Is the system Print on Demand?
  • Is the program measured accurately?
  • Does it include database management?
  • Who does the work, you or them?
  • What is your Return on Investment?

Many operations offer good software but you must manage this yourself from setting it up, dealing with a printer to maintaining the technology and upgrades.

Also, many companies offer many years of experience in printing or direct marketing, but few offer expertise in Powersports. Choose a provider that knows your business and is endorsed by your OEMs. This will allow you to use your COOP programs as well as having the images customized to your customer.

From the motorcycle enthusiast to the hunter with his utility ATV each of your customers is unique. Your marketing should be personalized to match. Print on Demand direct mail offers high quality customized mailings based on your database. They are mailed to who you want, when you want and are customized to each individual customer.

Best practices for follow-up include:

  • A plan for multiple points of contact
  • Seasonal contact
  • Know your audience
  • Personalize each touch

Again, many outfits will offer great software or even a great direct marketing campaign, but will each piece be personalized to your customer? Not just their name but the unit they purchased, how long they’ve owed it and when they are due for maintenance. All of these touches make your loyal customers feel special and connected to your dealership.

Once you’ve chosen your product and implemented your program how do you measure success? Ensure your supplier can offer data that shows how many marketing pieces were mailed, when they were sent and they should also include a database that will generate sales reporting so you can follow up on the success of your campaign.

Remember – the more you interact with your customer the greater the chance of winning and maintaining their loyalty.

By Jennifer Pain-Andrejin
Marketing Loyalty Solutions a Division of RBI
Website: www.marketingloyalty.com


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