Pub. 2 2019-2020 |Issue 1

6 By 2020, Customer Experience Will Override Price and Product as the Key Brand Differentiator T his past fall, NCDU invited Katie Mares to train with a small group of dealers, for the day, at their offices in Murray on the topic of creating a brand experience tailored to female car buyers. Women are the Chief Purchasing Officer in their homes and are the number one referral source. Carl Sewell, the author of Customers for Life, states that the lifetime value of a customer equates to $517,000. By not curating an experience for the female buyer, not only are you losing her lifetime value, but you are also losing the potential of her referral network, and with the social platform she is handed, Ms. Social will let the world know her opinions on a massive scale. Here’s the feedback: