Leveraging Service-to-Sales Analysis to Pinpoint Loyalty Improvement Opportunities

A leading luxury automotive brand was considering developing a brand loyalty program but needed concrete data to understand how many of its service customers returned to purchase a new vehicle. While internal sentiment suggested high customer loyalty, a data-driven approach was required to validate:

1. Whether the brand already had a well-established service-to-sales conversion process.
2. Where opportunities existed to improve dealership loyalty and long-term profitability.

Despite a strong luxury market presence, the brand lacked a clear metric-driven understanding of how effectively service retention influenced sales retention. They sought to answer:

• What percentage of service customers return to purchase from the brand?
• How does servicing at a dealership impact repurchase loyalty?
• Where are loyalty gaps, and how can they be addressed with targeted strategies?

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