2017 Auto Dealer’s Guide to Customer Retention


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After many years of above average unit sales, automotive brands are approaching a potential steep sales decline in 2017. In this highly competitive market, the dealers poised to pull ahead are those that know how to keep the customers they have.


When it costs 7x more to acquire a new customer than to keep an existing one, customer retention is key. With the right mix of communication channels and individualized content, dealers can reduce customer attrition and stay top of mind when shoppers are ready to purchase again.


Dealers will learn best practices directly from their peers on how to retain customers by:

  • Deploying a strong cadence of communications through online & offline channels
  • Capitalizing on their loyalty programs
  • Maximizing customer satisfaction through reputation management
  • Utilizing dynamic, behaviorally targeted customer retention campaigns


Billy Frank

General Manager, Clear Lake Infiniti

As the Executive Manager of Clear Lake Infiniti Billy harnesses his over 15 years of Automotive experience to garner top-notch results in every aspect of the buying process. From the original inquiry all the way to the service after the sale, the team-oriented, high-performance culture that is created throughout his dealership maximizes customer satisfaction and profit. He leverages entrepreneurial vision, branding, and eCommerce specialization to deliver lucrative results to meet and exceed company objectives. Utilizing his progressive tactics pushed his previous dealership, Southwest Infiniti, to becoming #6 in the nation. With humble beginnings as a Salesman he has climbed the corporate ladder to become a widely respected Executive who has created and implemented award-winning sales strategies.

Ed Borg

CMO, Hennessy Automobile Companies

As the Digital Marketing Manager for the Hennessy Automotive Group, Ed manages all aspects of Digital, Direct Mail, traditional and Internet Marketing for the 15 dealership group. This includes the planning, budgeting, execution and measurement of comprehensive marketing strategies across multiple platforms to increase positive brand awareness and engagement across multiple customer groups. His digital work has also been used as an example for effective internet presence at the Lexus National Service & Parts meetings. Prior to Hennessy, Ed has worked as the District Sales Manager for OneCommand where he led many highly effective digital marketing efforts directly with clients to close sales, as well as at the Rick Case Automotive Group, where he directed E-Commerce, Fixed Operations, Retail, and Special Projects.

Michele Hall

E-commerce Director, Lawrence Hall Auto Group

Michele has worked in digital and traditional advertising sales for over 20 years and is currently the E-commerce Director for Lawrence Hall Auto Group in Abilene, Texas. This Auto Group includes 7 different franchises with 3 full service departments, a body shop and has retail sales over 4,000 units per year. Michele has been directly/indirectly employed in the auto business for over 25 years and has been exposed to many areas of operation and successfully completed American Financial F&I training. Throughout her tenure, she has has witnessed the change from print to e-commerce advertising and has been successful in developing and maintaining a premier E-commerce department at Lawrence Hall Auto Group.

Valerie Vallancourt

Director of Marketing, Outsell

Valerie Vallancourt is a dynamic, strategic marketing professional with expertise in creating and executing marketing strategies for revenue growth. Valerie has more than 10 years of experience in digital marketing, and is currently director of marketing at Outsell, which helps auto dealers drive more revenue by transforming how they engage customers and prospects throughout their lifecycle.

Valerie’s specialties include: implementing innovative inbound/outbound demand creation initiatives to drive revenue generation and pipeline, instituting best practices around marketing operations, and establishing integrated marketing and sales processes for lead qualification and follow up. Valerie is a proven leader in building strong, high-performing teams and collaborating cross-functionally across organizations. Valerie holds a B.A. in English Literature from the University of Oregon.

Moderator: Jim Treece

News Editor
Automotive News

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