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    Jun 10, 2019 16 MINS

    Fuel for Thought - Episode 5: The Customer Journey

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    Melanie Erff

    Associate Director, Automotive Advisory Services

    The vehicle buyer journey is a rapidly changing landscape as technology, consumer expectations and lifestyle factors evolve including the interaction and relationship with the brand and the dealership. There are key factors that contribute to a customer’s loyalty or defection when they consider purchasing a vehicle – and critical loyalty drivers can vary by brand. As consumers demand an enhanced overall retail experience, customer convenience will likely emerge as a leading retention factor. Join Kristen Balasia and Melanie Erff as they discuss new vehicle buying trends.


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