Digital Dealer - November 2019 - 46

S A L E S & VA RIABL E OPS: Cu sto m e r Re t ent i on

By Courtney Evans
VP of Product,
Affinitiv

5 Ways to
Modernize Your
Owner Retention
Program (ORP)
Most dealers have
been using an owner
retention program (ORP) for
years. Sometimes referred
to as a service connection
program or trigger-based
communications, the goal is
to stay in touch with sold
customers, bring them back
for service and continue
servicing them until they're
ready to buy again.
These messages are a

great way to communicate
with customers in a timely
and relevant manner with-

out having to lift a finger,
which is why these programs are well known and

IF A CUSTOMER
IS APPROACHING
THEIR 30,000-MILE
MAINTENANCE, THEY
SHOULD RECEIVE AN
OFFER DESIGNED JUST
FOR THEM.

widely used.
However, many ORPs
still use a dated, generic
approach to marketing. If
you're sending the same ol'
messages using the same ol'
channels-typically coupons
and service specials sent via
email and direct mail-it's
time to modernize the way
you communicate to your
customers.
WAYS TO MODERNIZE
YOUR ORP INCLUDE:
1) USE "BIG DATA" TO
ADD RELEVANCE

Many dealers ORP underperforms due to a one-sizefits-all marketing strategy.
It's not uncommon for
dealers to create offers
based on what they think the
customer wants, instead of
what the customer actually needs. The only way to
accurately predict a customer's need is to be able to
leverage customer data and
predictive analytics.
Customer and vehicle
data is used to create personalized, relevant offers. If
a customer recently had an
oil change they don't need
a coupon for an oil change
one month later. If a customer is approaching their
30,000-mile maintenance,
they should receive an offer
designed just for them.
Predictive analytics
predicts the best offer for
a customer based on that
individual's previous actions
and behavior. If a customer
clicked or didn't click on your
previous offer, or if a coupon
was redeemed or ignored-
all this data should be used
to craft the next offer that's
relevant for that customer.
2) ADD CHANNELS TO

46

NOVEMBER 2019

D I G I TA L D E A L E R . C O M



http://www.DIGITALDEALER.COM

Digital Dealer - November 2019

Table of Contents for the Digital Edition of Digital Dealer - November 2019

Digital Dealer - November 2019
Become an Accredited Leader
Happy and Harmonious Holidays – are Possible!
Are You Ready for 2020?
2019: Another Strong Year for Buy/Sell Activity and Valuations
What’s Your Post-Warranty Service Retention Strategy?
What’s Your Post-Warranty Service Retention Strategy?
Interview with Jane Millman of Riverhead Chrysler Dodge Jeep Ram
Introducing Our 2020 Theme: Defy Gravity
Remove Friction in your Media Mix to Drive Profitability
Connected Cars – Whose Data is it Anyway?
Consistent Communication Strategy
Marketing That’s Moving the Metal
Google My Business: Your Secret Weapon to Boost Sales
Digital Retailing Part 3: Digital Influence
Tatton Manning: A True Patriot!
5 Ways to Modernize Your Owner Retention Program (ORP)
Digital Dealer - November 2019 - Digital Dealer - November 2019
Digital Dealer - November 2019 - Cover2
Digital Dealer - November 2019 - 1
Digital Dealer - November 2019 - Become an Accredited Leader
Digital Dealer - November 2019 - 3
Digital Dealer - November 2019 - 4
Digital Dealer - November 2019 - 5
Digital Dealer - November 2019 - Happy and Harmonious Holidays – are Possible!
Digital Dealer - November 2019 - 7
Digital Dealer - November 2019 - Are You Ready for 2020?
Digital Dealer - November 2019 - 9
Digital Dealer - November 2019 - 2019: Another Strong Year for Buy/Sell Activity and Valuations
Digital Dealer - November 2019 - 11
Digital Dealer - November 2019 - 12
Digital Dealer - November 2019 - 13
Digital Dealer - November 2019 - 14
Digital Dealer - November 2019 - 15
Digital Dealer - November 2019 - What’s Your Post-Warranty Service Retention Strategy?
Digital Dealer - November 2019 - 17
Digital Dealer - November 2019 - What’s Your Post-Warranty Service Retention Strategy?
Digital Dealer - November 2019 - 19
Digital Dealer - November 2019 - Interview with Jane Millman of Riverhead Chrysler Dodge Jeep Ram
Digital Dealer - November 2019 - 21
Digital Dealer - November 2019 - 22
Digital Dealer - November 2019 - 23
Digital Dealer - November 2019 - 24
Digital Dealer - November 2019 - 25
Digital Dealer - November 2019 - Remove Friction in your Media Mix to Drive Profitability
Digital Dealer - November 2019 - 27
Digital Dealer - November 2019 - Connected Cars – Whose Data is it Anyway?
Digital Dealer - November 2019 - 29
Digital Dealer - November 2019 - Consistent Communication Strategy
Digital Dealer - November 2019 - 31
Digital Dealer - November 2019 - Marketing That’s Moving the Metal
Digital Dealer - November 2019 - 33
Digital Dealer - November 2019 - Google My Business: Your Secret Weapon to Boost Sales
Digital Dealer - November 2019 - 35
Digital Dealer - November 2019 - 36
Digital Dealer - November 2019 - Digital Retailing Part 3: Digital Influence
Digital Dealer - November 2019 - 38
Digital Dealer - November 2019 - 39
Digital Dealer - November 2019 - 40
Digital Dealer - November 2019 - 41
Digital Dealer - November 2019 - 42
Digital Dealer - November 2019 - 43
Digital Dealer - November 2019 - Tatton Manning: A True Patriot!
Digital Dealer - November 2019 - 45
Digital Dealer - November 2019 - 5 Ways to Modernize Your Owner Retention Program (ORP)
Digital Dealer - November 2019 - 47
Digital Dealer - November 2019 - 48
Digital Dealer - November 2019 - Cover3
Digital Dealer - November 2019 - Cover4
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