R. L. Polk & Co.

Repeat customers are critical to sustaining long-term success in the automotive industry. That’s why it’s so important to build and maintain a loyal customer base. Polk offers you the in-depth understanding of conquest and defection activity you need to retain your customer base and seize loyalty opportunities. Polk identifies the strengths and weaknesses in your customer base and offers you a deeper and more detailed understanding of loyalty behavior for the automotive industry. We help you:

Identify owner conquests and defections
Quickly identify dealerships with high owner loyalty as well as those needing improvement
Rapidly pinpoint the loyalty performance for customers that lease vs. those who purchase
Better understand why customers remain loyal to a brand or dealership and why they defect

Polk Manufacturer Loyalty Excelerator™
An in-depth study that examines loyalty behavior within the automotive industry. It details overall owner loyalty performance for the industry, individual manufacturers, makes and models for measurement and benchmarking purposes. It also details conquest and defection information.

Polk Dealer Loyalty Excelerator™
This unique program helps manufacturers understand customer loyalty behavior for their retail network. It tracks the buying and leasing behavior of customers, and in doing so, helps you set objectives for business improvement.

Polk Custom Loyalty Research
Polk offers you the information you need to better understand your customers’ behavior, backed by the people who understand both your company’s needs and the best research options available. We can help you:

Explore the relationship between satisfaction survey results and loyalty behavior
Evaluate the impact of in-warranty and post-warranty repairs on loyalty
Determine the ideal frequency for customers to visit the service department to build loyalty
Measure the impact of extended service contracts on loyalty
Analyze loyalty rates of captive vs. non-captive financing customers

Polk Custom Conquest & Defection Analysis
Polk’s analytic experts can create custom analyses to help you identify the reasons for defections and the action steps to improve retention. This includes insight into conquests and the ability to understand where your new customers are coming from. It measures which manufacturers, makes, models and/or segments your new customers left when returning to market to buy your vehicle. Polk can also provide information on defections at various levels including manufacturer, make, model and segment as well as when a customer left you to go elsewhere.