Create Lifelong Customers & Become a Sought-After Dealership
Tips on what repeat buyers are looking for and why word-of-mouth marketing is still a top priority.
In the competitive RV industry, the key to not just surviving but thriving lies in retaining customers for life. Repeat buyers are incredibly valuable. They bring in additional revenue with subsequent purchases and often serve as brand advocates by recommending your dealership to friends, family and fellow RV enthusiasts.
However, converting a one-time buyer into a lifelong customer entails more than simply selling an RV. It requires unparalleled customer support and a commitment to addressing post-purchase pain points. This article delves into common challenges RV owners face after buying an RV and offers strategies for transforming these hurdles into opportunities for customer retention.
Upgrading the Customer Experience
As an RV dealership, your goal is not only to sell RVs but also to create a loyal customer base that will return for their next purchase and recommend your business to others. Setting yourself apart by offering exceptional customer service and support is critical.
By addressing common customer pain points and implementing strategies to attract repeat buyers, you can build a reputation as the go-to dealership for all RVer needs. Consider the following common RV buyer challenges:
- Lack of Support After Purchase
One of the most common complaints among RV buyers is the sense of abandonment after buying their RV. The excitement of purchasing soon gives way to uncertainty, particularly for new RV owners unfamiliar with how to use their RV. Without proper support, customers can quickly feel overwhelmed and begin doubting their purchasing decision.
- Uncertainty About Required Maintenance
Maintaining an RV is key to preserving its longevity and functionality. It’s also helpful to reduce the burden on your dealership’s service department. However, many buyers are unaware of the basic necessary upkeep required to keep their RVs in optimal condition. This knowledge gap can lead to avoidable issues and costly repairs, putting a damper on the RV ownership experience.
- Unreasonable Wait Times for Service Appointments
Timely service is critical in maintaining customer satisfaction. Prolonged wait times to schedule service appointments can frustrate RV owners, leaving them feeling undervalued and inconvenienced.
- Lengthy Repair Times
Even once an RV is in for service, long repair times can render the unit unusable for extended periods. This both disrupts planned travels and also diminishes the enjoyment of RV ownership.
By addressing these pain points head-on, your dealership can differentiate itself from competitors and build a loyal customer base.
Strategic Solutions That Enhance Customer Experience
To address these pain points and foster lasting customer loyalty, consider adopting a more proactive approach. Here are some effective strategies:
- Post-Purchase Support
Give your customers new to the RV lifestyle a head start to enjoy the experience. One of the easiest ways is to provide a thorough RV walk-through at purchase and offer to record it on video so the buyer has a handy reference later. Buyers may think they will remember the ins and outs of their new unit, but many find that when it’s time to hit the first campground, many details are sometimes lost in all the excitement.
With this simple offering, your new owners will feel supported from the start.
- Maintenance Reminder Emails
A simple yet effective strategy to further customer support is through sending regular maintenance reminder emails. These emails could include:
- Scheduled alerts: Remind customers of upcoming maintenance needs based on mileage or time intervals.
- DIY tips: Provide easy-to-follow tips for basic maintenance tasks that customers can perform themselves.
- Seasonal advice: Offer guidance on seasonal maintenance, such as winterizing the RV or preparing it for summer travels.
These reminders will help prevent costly repairs down the road and demonstrate your dealership’s commitment to the customer’s camping experience, creating a sense of trust
and reliability.
- Certified RV Tech Availability by Phone
Offering access to certified RV technicians via phone or video call can help customers troubleshoot and resolve many issues on their own, reducing downtime and easing the burden on your service department. A concept similar to Bish’s RV’s BishFix can be highly effective as an included or paid service option.
Bish’s RV provides a hotline with an RV service technician available to help diagnose and troubleshoot issues via a video call. According to Bish’s RV, BishFix resolves around 40% of customer issues by phone. This service increases customer satisfaction while reducing RV downtime and the burden on your dealership’s service center. It’s a win-win situation for both the dealership and the customer.
- Timely Service Appointments
To enhance customer satisfaction, ensure that service appointments are available when customers need them. Consider evaluating your service department lead time and making adjustments to improve access.
- Verify Parts & Technician Availability Before Drop-Off
Before customers bring in RVs for service, confirm that the necessary parts and technicians are available. This approach prevents RVs from sitting idle while waiting for service to begin and parts to arrive, thus minimizing downtime. The customer will have more confidence in the process when RV repairs begin on the same day the unit is dropped off. Possible strategies include:
- Pre-arrival checklists: Create a checklist for service advisers to verify parts and technician availability before confirming appointments.
- Efficient inventory management: Maintain a well-organized inventory system to track parts availability and manufacturer communications.
- Increased Communication During the Service Process
Communicating regularly with customers during the service process is essential to maintaining customer satisfaction. Daily check-in calls or updates via text message can help manage expectations and reduce anxieties about the status of their RV. Consider the following ideas:
- Update protocol: Develop a protocol for service advisers to provide daily updates to customers.
- Transparent communication: Be transparent about repair progress, any delays and expected completion times.
The Power of Word-of-Mouth Marketing
When customers feel supported and valued after an RV purchase, they are more likely to return for their next purchase and recommend your dealership to others. In the tight-knit RV community, word-of-mouth marketing is incredibly powerful. Happy customers will share their positive experiences with friends, family members and fellow RVers they meet on the road.
Imagine your dealership being the subject of a great customer experience story shared around the campfire. RVers will share how your staff went above and beyond to assist them, how your innovative support services saved their vacation or how your efficient service department got them back on the road quickly. These stories will spread, attracting new customers and solidifying your reputation as a go-to RV dealership.
Final Thoughts on Attracting Repeat Buyers
Setting your RV dealership apart through exceptional customer service and support not only addresses common RV buyer pain points but also turns one-time buyers into lifelong customers. By focusing on post-purchase support, timely service and clear communication, your dealership can create a share-worthy customer experience that stands out from the competition.
