The automotive industry has invested heavily in technology, facilities, and processes. Yet one of the greatest opportunities to differentiate ourselves isn't found in a CRM or a showroom renovation.

It's hospitality or what I have always referred to as the “Wow Factor.”

In “Unreasonable Hospitality”, Will Guidara shares how extraordinary customer experiences are created when businesses intentionally go beyond expectations in ways that are personal, memorable, and meaningful.

Also, in the book “Setting the Table”, Danny Meyer speaks about collecting dots (Information about their customers) so they can connect them when they arrive, enhancing hospitality.

Imagine if dealerships applied the same philosophies.

Instead of asking:

"How do we complete the transaction?"

Ask:

"How do we create an experience they'll talk about for years?"

Here’s a sample of some ideas:
🟢 Have a customer's favorite beverage waiting when they arrive.
🟢 Deliver a vehicle with a personalized "first road trip" package based on their interests.
🟢 Send a short congratulatory video from the dealership team after delivery.
🟢 Create a "new driver celebration" for teenagers receiving their first vehicle.
🟢 Keep pet treats and branded pet accessories for customers who travel with their dogs.
🟢 Send out hand-written thank you cards randomly to long-time customers with a prepaid Visa card
🟢 If a customer mentions an upcoming vacation, leave a travel snack kit in their vehicle after service.
🟢 Create a "rainy day rescue" station with umbrellas customers can borrow when visiting.

The reality is that customers rarely remember the paperwork, the process, or even the price.

They remember how we made them feel.

As dealership leaders, challenge yourselves to move beyond customer satisfaction and focus on creating moments that customers never expected.

That's where loyalty lives.

As someone who has practiced the philosophy of treating each customer as a guest in our home, I have many additional thoughts on creating the “Wow Factor.” Please DM me if interested.