The only thing better than attracting a new customer to your automotive brand is retaining an existing customer. But customers rarely come right out and announce that they’re considering other brands. It’s up to you to dealerships and marketers to recognize the signs of customer defection and take action.

Predicting and preventing defection helps maintain brand loyalty and boosts customer lifetime value. Achieving this elusive goal takes a proactive approach and the right information. Three strategies can help you keep customers engaged, but first here’s a closer look at the forces behind customer defection.

How Customer Defection Impacts the Automotive Industry

Customer defection is when a customer moves some or all of their purchases to another brand. In the automotive industry, customer defection happens anytime a customer chooses a different make of vehicle. The opposite of customer defection is customer retention, when customers return to buy the same make of automobile. In the automotive industry, only six brands have customer retention rates of over 50%. 

In some cases, customers may move to a step up brand, the highline sibling of their existing vehicle. For example, someone who owns a Chevrolet may trade it in for a Cadillac, moving from a mainstream brand to the highline sibling. These types of movements are not a problem. In fact, this type of movement is desirable, because it increases the customer’s lifetime value. 

However, some customers choose to switch brands entirely. Several causes may contribute to customer defection including: service dissatisfaction, high maintenance costs, better offers from competitors, and changes in customer preferences.

Although some of these factors are out of the marketer’s control, there are some ways marketing and sales can help prevent customer defection in the automotive sector. 

Predict Customer Defection with First-Party Data

Sales and marketing professionals can use first-party data, information each customer offers about themselves, to predict which customers may be at risk for defection. Dealerships and brands potentially have a wealth of information about their customers. By monitoring service history, purchase patterns, and customer feedback, they can spot signals of potential defection. 

To proactively identify these customers, brands should monitor several types of data. First-party data from  CRM software can show whether customers have been actively interacting with the brand. Service records show whether they’re depending on dealerships for routine maintenance, and whether they’ve had problems with the vehicle. Customer surveys and online interactions provide even more direct sources of information about the customer. 

Frequent communication and monitoring helps keep data accurate and up to date. This improves the brand’s chances of noticing when a customer is dissatisfied, disconnected, or likely to look elsewhere. 

Use Predictive Analytics to Identify At-Risk Customers

With the data gathered, predictive analytics helps brands to recognize those customers who are at risk of defection. Predictive analytics is simply the use of data to make informed projections about what might happen in the future. 

Key predictive models for defection analysis include:

• churn scoring - monitors interactions like purchase frequency, open rates, click rates, survey responses and site visits to predict whether a customer is likely to defect.
  
  
• lifetime value analysis - measures the predicted lifetime value of a customer, and can be used to identify whether a given customer is meeting those benchmarks.
  
  
• behavioral trend analysis - tracking and analyzing customer behavior to understand what they want and what they’re likely to do next.

Even without sophisticated models, you may be able to recognize customers at risk of defection by looking for those who are making fewer service visits, leaving longer gaps between maintenance, or decreasing their engagement with brand communications. 

3 Strategies for Preventing Customer Defection

When you identify a customer who may be at risk for defection, it’s time to activate a customer defection prevention plan. This should consist of three main strategies:

1. Communicate: regularly engage customers with relevant, personalized content, such as maintenance reminders or exclusive offers.
   
   
2. Incentivize: offer targeted incentives like personalized discounts, loyalty rewards, or free services
   
   
3. Serve: double-down on customer service to address pain points and enhance customer satisfaction

A multi-channel retention strategy is your best course of action for forging a stronger connection with customers. Combine digital and in-person touch points such as email, SMS, social media, direct mail and in-dealership interactions to deliver incentives and offer services. Mixing online and offline methods reinforces brand loyalty by delivering a more personalized customer experience. 

Real-Time Customer Recognition with Launch Labs

Any strategy for preventing customer defection is only as strong as the data behind it. That’s why so many automotive dealerships and marketing teams rely on Ignite by Launch Labs. Ignite enhances predictive accuracy and efficiency to identify at-risk customers. 

Many automotive OEMs miss opportunities to re-engage past customers because they simply don’t know when a customer starts shopping again. Ignite helps you spot the signals, maximize the data stored in your CRM, and engage returning customers without relying on lead forms. Real-time customer recognition enables you to strengthen customer loyalty and avoid defection.

It works by identifying visitors when they arrive on your website, even if they never fill out a contact form. Because we’re working with first-party data, there are no cookies required, so new privacy regulations won’t stand between you and your customers. Ignite automatically identifies and engages customers with relevant, personalized content.

See how Ignite can enhance your current strategy. Contact us to set up your free demo today. 

{{cta1}}