Former EVP of Customer Satisfaction Division
Hyundai Motor America
Monetizing Customer Satisfaction in the Service Drive
Too often dealers take a short-term view of service customers rather than a holistic approach. Everyone acknowledges that there is significant lifetime value in service customers but few take advantage of this opportunity. Unfortunately, CRM systems and equity mining programs only go so far in terms of identifying service customers who are prospects for new vehicle purchases. A different approach is required to maximize the lifetime value of service customers. Frank will discuss his experience creating a positive, reinforcing cycle – boosting service traffic, improving service CX, and increasing conversion rates in the service drive.
About Frank Ferrara
Frank Ferrara is executive vice president of customer satisfaction for Hyundai Motor America. He is responsible for all service and parts activities for Hyundai Motor America, including customer satisfaction activities for the dealer network. Prior to joining Hyundai in 1986, Ferrara was the marketing manager for ASC, Inc. in Los Angeles and held a variety of automotive positions at companies including Toyota Motor Sales, Mid-States International, and Kubota Tractor.
Ferrara earned his Bachelor of Science in Business Management at Long Island University in Brooklyn, New York. He graduated magna cum laude and is a member of the Business Administration Honor Society.