Loyalty One

Are Your Loyalty Program Benefits Accessible and Believable?

For me, purchasing a car is the big-ticket shopping equivalent of a root canal. I am not alone. According to one survey report from 2011, just 45% of new car buyers and 37% of used car buyers agreed that purchasing a car “would be a pleasant experience.”

Many automobile dealers have pursued various strategies to combat the negative customer perceptions developed over several decades of aggressive sales tactics and price negotiations. No haggle pricing is now as common as relaxing service center waiting rooms with flat screen TVs, Wi-Fi, and free Starbucks coffee.

As I discovered while searching for replacement of my 100,000-mile lemon, some dealerships (like many loyalty programs) still don’t seem to have it quite right.