You have regular customers who feel like family. But are those customers loyal?
Retaining existing customers adds greater long-term profitability, but many tire and auto service firms pay too little attention to extending customer life cycles. Firms invest plenty of marketing dollars to gain new customers, yet ignore many of the little things that turn customers off once they come through the door.
This past week I got schooled by a grandmother. I’ve been either employed or involved in the tire game for over 30 years, and as a result, I get approached repeatedly for advice regarding tires. A friend of mine owns a local furniture upholstery business, and he sent me a text last week inquiring about a set of tires for his mother’s car.
You’re sitting on top of the world. Your shop is booked solid for the full day and business has been great. Nothing could possibly go wrong. Right?
Gaining customer confidence is tough enough; re-gaining customer confidence is a whole different animal.
There is a strong parallel between making sure your children get a college degree and providing an on-going training program for your employees.