The Customer Journey

The Three Types of Customers—And the Magic of Their Journey

At Amplify Your Why, we believe that every customer’s story is unique, but when it comes to the auto dealership world, there are really only three types of customers: New, Repeat, and Referral. The real magic? It’s in the journey each one takes.

1️⃣ New Customers: More Than Just a First Impression

Not all “new” customers are created equal. Some walk in already familiar with your brand, they’ve done their research, maybe even driven your make before, and are looking for a seamless, informed experience. Others are brand new to both your dealership and the brand itself. These folks need education, trust-building, and a little extra guidance. And then there are those who know your dealership but are exploring a new brand for the first time. Each of these paths calls for a tailored approach, from personalized walk-arounds to authentic brand storytelling.

2️⃣ Repeat Customers: The Heartbeat of Your Business

Your repeat customers are your loyalists. They know your team, your process, and sometimes even your coffee machine! But loyalty shouldn’t be taken for granted. Their journey should feel like a VIP experience, think proactive service reminders, exclusive offers, and genuine check-ins. Make every visit feel like coming home, and you’ll keep them coming back.

3️⃣ Referral Customers: Trust, Delivered

Referrals are pure gold. These customers arrive with a built-in level of trust, thanks to a friend or family member’s recommendation. But their journey is unique, they expect the same great experience their referrer raved about. Exceed those expectations, and you’ll not only win a new customer, but you’ll also strengthen your referral network.

The Takeaway: Personalize Every Journey

No matter which door your customer walks through, new, repeat, or referral their journey is personal. Map it, respect it, and tailor your approach. That’s how you turn a one-time sale into a lifelong relationship.

How are you personalizing the journey for each customer type at your dealership?
We’d love to hear your ideas and stories, reply to this newsletter or join the conversation at Amplify Your Why!