Customer loyalty programs are often discussed as a way to improve service retention and drive genuine parts sales, but OEMs have seen varying levels of success with these efforts in the past. What would an effective program look like? Rather than focusing only on current OEM activity, this session will take a more forward-looking approach, using Ducker Carlisle research to understand what elements of a loyalty program are most likely to resonate with customers and support dealer service growth. The session will be grounded in research and modeling conducted by the Ducker Carlisle team, including customer focus groups designed to test reactions to different program concepts, benefits, and value propositions. Designed as a presentation-led session with discussion, it will offer practical ideas and a research-based perspective on how OEMs can better encourage customers to return to the dealer for service and genuine parts.