Bob Gower is the Chief Operating Officer of Traver Connect, a company enabling automotive dealers to maximize service lane revenue and turn leads into car purchases. He has over 36 years of experience in Automotive with more than fifteen of those in retail automotive. Starting at the bottom is not uncommon to him, as he has had every job in the dealership from Sales, and Service to Management and Operations working his way to General Manager.
In this Summer Camp Series episode of the Parts Girl Podcast, Kaylee Felio and special guest Bob Gower delve into these challenges and provide valuable insights on improving customer retention in the industry. The automotive industry is experiencing increasingly fierce competition, with third-party service providers offering convenience and the perception of better pricing. Customer retention has become a crucial challenge for car dealerships, calling for innovative strategies to win back customers and keep them coming back. 
Technology also plays a central role in today's customer-centric world. Car dealerships need to leverage technology effectively to provide a high level of service and convenience to customers. Personalized text messages, appointment scheduling services, and other innovative tools can improve communication, enhance the customer experience, and build loyalty.
One key strategy discussed in this episode is the implementation of a Business Development Center (BDC). BDCs can serve as a vital asset to handle customer calls and inquiries, ensuring prompt and attentive service. Whether staffed on-site or outsourced, BDCs can significantly contribute to customer retention and profitability.
Overwhelmed service departments and understaffing can also often hinder customer service efforts. Prioritizing tasks and effectively delegating responsibilities can alleviate the pressure on dealership staff, enabling them to focus on delivering exceptional service. Outsourcing certain functions or hiring additional personnel can also help alleviate workload and improve customer satisfaction.
In an ever-evolving industry, customer retention has emerged as a critical factor for success in the automotive marketplace. Car dealerships must adapt to the increasingly high-touch and high-tech expectations of customers. By utilizing technology, implementing a Business Development Center, and addressing staffing needs appropriately, dealerships can drive customer retention, enhance the customer experience, and ensure long-term profitability.

Takeaways

Prioritize customer retention.

Leverage technology for convenience.

Implement BDCs and additional staff.



Quote
“Fixed operations is the new variable. That's where the profit is today." -Bob Gower

Connect

Bob Gower
LinkedIn: www.linkedin.com/in/bob-gower-a9727b14
Website: www.traverconnect.com
Phone: 713-320-9436

Kaylee Felio
LinkedIn: www.linkedin.com/in/gotopartsgirl
Website: www.partsedge.com

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