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DrivingSales Webinars

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How to Optimize Your Customer Retention Program

Most auto dealerships do some if not all of their service marketing with their manufacturer customer/owner retention programs (ORPs). The purpose of ORPs is stated in the name: to build customer loyalty. But how well do these programs deliver on that promise?

If you are in the service department, sales office, BDC, or even F&I then it is important for you to retain your customers. Are you familiar with the campaign your store is using to bring in return customers?

The results from ORPs are all over the board. Some dealerships effectively use ORPs to increase customer retention, while other dealers experience lackluster results. 

The premise behind ORPs is to stay in touch with sold customers, bring them back in for service and continue servicing them through their ownership lifecycle until they're ready to buy again.

But many dealerships' owner retention programs underperform due to a "one size fits all" marketing strategy. If you're sending out mailers and emails once a month with an offer based on what you think customers will respond to, you are not getting optimal results.

Join Courtney Evans, Affinitiv’s VP of Product, for this enlightening webinar. Evans will guide you through the good, the bad and the ugly about today’s manufacturer ORPs. She’ll also reveal 9 proven strategies to help turn your ORP from a marketing tool into a relationship and revenue building tool.

Webinar Takeways:

- 9 proven strategies to turbocharge your ORP campaigns

- How to measure ORP results; chances are, you're measuring the wrong thing

- Learn how four dealerships have used custom ORP strategies to successfully reach their goals

Courtney Evans

VP of Marketing Product


Courtney Evans is the VP of Marketing Product for Affinitiv, where she oversees product suite performance, product development and new product launches. In her time with Affinitiv, she has served in several roles including Director of the Client Care team and member of the Dealer Product Service team. Courtney's expertise includes process efficiencies, platform development, contract development, client relations and major OEM programs. She has more than 10 years of automotive and leadership experience.