A family-owned and operated dealership founded in 1978, Auburn Valley Auto Group is one of the largest auto groups in the Seattle-Tacoma, Wash., metropolitan area. Home to five automotive franchises, including Mazda, Suzuki, Hyundai, Kia, and Mitsubishi dealerships, the "Giant of the Valley" is a center for new and used car purchases, as well as auto service and repairs.

"We were looking for a device that would increase client retention, as well as improve a customer's overall experience with our auto dealership," explains Doug Hazen, Internet Sales/IT manager, Auburn Valley Auto Group. "An agency contacted us about outsourcing a customer loyalty card program. Then, we learned about Eltron card printers through one of our vendors and thought that it would be more cost-efficient and would offer a better value to our customers if we managed the loyalty program in-house."

Using the Eltron P310 Card Printer, Auburn Valley initiated a rewards program in its Mitsubishi service department beginning June, 2001. Rewarding customers every time they come in for service, the program accumulated more than 300 customer enrollees in just its first two months, according to the dealership.

"Our customers love it," said Hazen. "By giving them a nice reward for their first visit, they think of Auburn Valley every time they need their auto serviced. This program is designed to keep our customers for life."

"Unlike paper cards which get easily damaged or lost, the great thing about a plastic card is people keep it and use it. And, they really like having their picture on the card. It's a real crowd pleaser."

While the company continues to develop new uses for the printer, the loyalty rewards program remains the major benefit of Auburn Valley Auto Group's investment. The greatest indicator of the loyalty rewards program's success is the increase in the company's CSI numbers in the last couple of months, according to the company. Although they can't directly attribute the increase in customer satisfaction to the loyalty program, the company has seen a 25 percent improvement in its scores.

"Our loyalty program has proven to be a win-win situation for the Auburn Valley Auto Group and our customers. We are able to implement the program in-house with minimal effort and cost," affirms Hazen. "In return, we're able to give back to our customers and show our appreciation for their loyalty. This has definitely helped us to meet our goal of increasing customer satisfaction."