In this episode of Talking Automotive With Mark and John Podcast, hosts Mark Palavestra and John Sinclair interview David Hawkins, Chief Revenue Officer of Loyalty Logistix. David discusses the importance of gaining a granular understanding of customer data to improve key metrics like retention and loyalty. David explains that successful digital companies are data-driven, relying on analytics to uncover insights. In automotive, areas like customer retention and service renewals have traditionally lacked the in-depth analysis that lead management receives. Analyzing detailed customer data can reveal influential factors that determine future success, even if they’re not immediately apparent. David poses several key questions for dealers to consider, such as: •What is your success rate for re-purchasing new and used vehicles by model, age, and other factors? There may be clear links between invoice value and loyalty that you can leverage. •How can you increase parts and service spending per vehicle in operation by targeting older vehicles with fixed-price programs? •How can you boost accessories spending per vehicle with statistical recommendation campaigns based on what other customers purchased? •What are your customer retention rates for service vs non-service work? When do your customers typically defect to other providers? By improving processes, optimizing campaigns, and measuring ROI, dealers can gain valuable insights into their customers and boost profitability. With a data-driven approach, even small changes can have a big impact.