As dealerships face evolving customer demands and increasing inventory challenges, Affinitiv is emerging as a game-changer in customer retention and operational efficiency. In today’s episode of Driving Solutions, Brian Wayne, president of OEM Development at Affinitiv, shares insights into how their comprehensive solutions boost customer retention.
Affinitiv offers a unified platform that streamlines dealership operations, providing services across marketing, software, and agency support. Their all-in-one solution covers everything from fixed operations services to equity products, eliminating the need for multiple vendors. This integrated approach allows dealerships to focus on customer engagement, driving sales, and improving efficiency through a single suite of services.
One of the biggest shifts in customer behavior post-COVID is the desire for flexibility and convenience. Wayne highlights that customers now expect to be engaged on their own terms—whether that’s through mobile service options or full online purchasing, including home delivery. While remote services are essential, dealers must maintain in-store experiences that foster long-term loyalty. It’s about finding the right balance between meeting customer expectations and delivering a personalized experience that keeps them coming back.
Affinitiv stays ahead of evolving customer expectations by using multiple channels to engage with customers where they are. Whether it’s through email, social media, or direct mail, Affinitiv ensures that customers receive timely reminders for service appointments and dealership events. The company has also embraced innovative tools like video and photo documentation to build trust with customers during service visits, allowing them to see firsthand the work being done on their vehicles.
For dealerships, efficiency is critical, especially in the service department. Wayne emphasizes that by streamlining processes, dealerships can serve more customers, boosting their bottom line. Dealers can evaluate their success by monitoring service department traffic and determining whether their processes are working effectively. Ensuring customers return for their next visit is just as important as attracting new customers.
Training is essential for dealers looking to implement new technologies. Affinitiv works with dealerships to provide tailored training, ensuring that all employees, even those less tech-savvy, can effectively use new tools. As the auto industry continues to shift, especially with the rise of electric vehicles, dealerships need to be ready for new demands, such as mobile servicing and an emphasis on convenience.
As we look ahead to 2025, Wayne predicts that the dealership experience will be defined by customer engagement and efficiency. To stay competitive, dealers must embrace technology and prioritize long-term customer relationships.
"Customers at this point really just kind of want to be met where they want to be met. And that's been somewhat of a little bit of a shift at the retailer level. And how do we do that? So even things such as mobile service has been something of that matter, but really just the convenience for the customer—how easy can you make it for them to come in and engage with your store, whether that's the service or the sales process?" – Brian Wayne
