Customers are the lifeblood of a dealership, both on the lot and in the service lane. But the nature of the purchase-to-service-to-repurchase relationship is more cyclical than we give it credit for.
Recent DMEautomotive research shows customers with more service visits over the course of a four-year period had higher repurchase rates than customers with low or no service visits.
Converting customers who purchase a vehicle from you into customers who service their vehicle with you is vital to increasing vehicle repurchase rates and customer lifetime value. In fact, when customers make at least one service visit after a vehicle purchase, their repurchase rate increases from 11.1% for non-servicers to 16.7% for one-time servicers.
That means if an additional 100 of a dealer’s new vehicle owners return for service just once, that dealer will receive an additional five vehicle purchases over four years.
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