About Retention Dynamics

We believe in the motor trade.

 It provides essential transport infrastructure and transcends historical reputational challenges with modern professional recruitment, technology and practice.

The Retention Dynamics vision is to take the next bold step. “Customers for life” is an overworked phrase. Almost meaningless through overuse. But the challenge remains. Loyalty rates for retailers can be shockingly low. Is anyone really satisfied that 70% to 80% of customers will go somewhere else for their next car or bike? Even a retention rate of 40% means more than half of customers choose a competitor.

Our vision is to empower retailer groups with the infrastructure, tools and capability to exceed norms and expectations. To create a new starting point. To make higher retention rates an achievable and expected goal.

This vision encompasses a generational shift in approach from senior management and the next level of professional skills from the ground floor.

It can be done. 

And the return on investment can be calculated. 

Customers would love it. 

Together, we can do it.

The Founders of Retention Dynamics, Lyn, Mike and Andy each have deep and unique experiences to draw upon. They are united by an absolute passion for customer retention.

Lyn was there at the very beginning of PCP, influencing a nation of cynical car dealers to adopt this brand new and ground breaking retention concept. A product which is considered absolutely standard now.

Mike’s ability to translate hard won practical experience into believable and achievable ideas that anyone can implement is legendary. He has worked in motor trade retention for decades but, perhaps more importantly, he understands people. He influences our programmes to be relatable and practical. And he loves motorbikes!

Andy cut his teeth in retention as a sales person during the birth of PCP. He worked for Good Manners when a massive 2 year paper diary was in vogue and, like Lyn and Mike, has grown with the advent of technology and manufacturer retention systems.

They all have long standing reputations as Motor Trade consultants and trainers. They all know what it takes to be serious about retention. High quality service is one thing. But being there when the customer begins thinking about changing…or even being the    

catalyst for that thought requires specific approaches to calling patterns, techniques and intra departmental co-operation.

It’s a question of infrastructure, organisation and long term commitment to the goal, from top to bottom. Every retailer group has its own unique success strategy and our programmes are tailored accordingly.

This team knows what needs to be done to increase loyalty and retention.

The programme is called G.R.I.P. Growth and Retention Improvement Programme.

Our approach is practical and scalable to partner with our customers through their own individual transformation.

The programme has two steps. 

Step 1 analyses the current situation with on-site visits, interviews with staff, including senior leadership, a review of the available systems and performance measurement.

A report is presented to the Senior Leadership Team detailing the current situation. The RPI calculation (Retention Performance Index) offers a simple summary percentage for each of the sample retailers. The report details recommendations to be taken internally as well as relevant priority training.

The measures are agreed and then executed.

Step 2 measures and monitors progress. Regular on site analysis checks that the objectives and strategy of the Senior Leadership Team are being implemented in the manner intended. That retention rates are increasing and that the stage is set for those increases

The Step 2 subscription includes additional training days which can be used for interventions or training new staff as needed. Keeping everything on track.

This is an investment in a long term improvement programme and as such the intention is to work toward an increased retention goal over a period of two years. The initial contract is for a one year programme.