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In the coming months you’re going to be hearing a lot from us about helping you to attract, engage, convert and cultivate customer relationships in 2010, all performance programs that are designed to help you sell more by turning anonymous prospects into happy loyal customers. But there is one area where we consistently spot opportunity for dealers to increase revenue without increasing costs. – customer loyalty.
We all know we should do it. Customer retention and lifetime value are well documented opportunities in the RV business. Customers who stay in the lifestyle typically trade every five years and cost 1/5th to 1/10th as much to sell as a brand new customers. But we rarely do it well – if at all.