NATDA Magazine May/June 2016 - Page 28

Always be testing If you’re not testing, you’re not learning, which is an important part of being able to increase your marketing effectiveness over time. After you have established the key metrics for your business (and are using that data to measure success), the next step is to iterate, rinse and repeat. Involve your customers in the conversation and decision making process One of the best things you can do to create a customer-centric dealership, one in which your customers truly feel invested in its success, is to solicit their feedback, perspective, stories and advice. Ask your customers questions in the form of a quarterly or bi-annual survey to gather feedback. Encourage employees to be engaging in dialogue with your customers about their experience with your product, service and dealership as a whole. Then most importantly, factor those insights into your decision making process, product and service-level improvements, and company-wide changes t