If you know about the cycles of customer loyalty, it is possible to influence it!

Interview with Yuri Ananyev - marketer of one of the divisions of the International Holding Atlant M "Tatiana Grigorieva: - Yuri, you agree to participate in the conference Automobile Business ON LINE: New technology development in automobile Internet 'for what? Yuri Ananiev: - Firstly, my position obliges me to be aware of all the events that occur in the auto business, and secondly, I am deeply convinced that the Internet - the future of technology, and if now the company will not begin to use modern technology, then in 2 years will be already difficult to deal with competitors. Due to constant monitoring of the Internet technologies of our sites repeatedly recognized by many missions with the best in their groups. Tatiana Grigorieva: - Yuri, and that in this conference for you the most interest? Yuri Ananiev: - For me the most interesting are two round tables, on evaluating the effectiveness of advertising and increasing customer loyalty. For myself, I decided that 3 round table for me, more valuable, because now we are just developing a program to improve customer loyalty. Tatiana Grigorieva: - What kind of loyalty do you say? After all, we are confronted on almost all cars? Yuri Ananiev: - You are right now is really such a situation, but it will not be forever, but even now not all brands enjoy such excessive demand. In addition, customer loyalty, we consider the much wider. After all, it is important to the buyer: choose our showrooms to buy as / m, and then want to come for technical services at our service stations, and after the warranty period did not go into the garage and stayed with us further. Or buying a new car from us, or continue to repair under special conditions. In other words, we are now speaking more about customer loyalty, which is 80% dependent on the quality of service in the aftermarket period. We have developed a cycle of loyalty, we know the critical points and thus can affect customer loyalty. One of the main ideas in this program to increase loyalty, in my opinion, is directly involved in all phases of client interaction. He is part of our system, his comments are significant for us, they affect us, improve us. Tatiana Grigorieva: - This is the only emerging technologies or on already existing ones? Yuri Ananiev: - For several years in our company introduced a system of SAP, it allows us not only want, but really to influence various parameters of our work, including the increasing customer loyalty. As an example: in all our service departments have special kiosks, where customers can leave a response, and it will be instantly known to all executives, including the Director General. In other words, you can not silence the criticism, it is necessary to respond quickly. If the immediate supervisor does not respond to a customer record within the rules of timing, his leadership will know about it. As for loyalty programs, which we are currently developing with the help of our sites, more about this I will tell the conference. I want to share with colleagues their thoughts and hear their criticism, not to repeat the mistakes of others.