Brooke C Furniss discusses the importance of customer retention in the automotive industry. She emphasizes that acquiring customers is not a problem, but retaining them is. Brooke suggests that businesses should constantly nurture relationships with customers by personalizing interactions and staying engaged. She also talks about the challenges of using net promoter scores (CSI) as a measure of customer satisfaction and highlights the need for quality surveys that actually lead to action. Corey Smith agrees and adds that satisfaction should be measured based on factors like fixing vehicles right the first time and delivering good service experiences rather than superficial things like refreshments. Both speakers stress the significance of focusing on repeat and referral business, investing in employee training, and prioritizing customer needs to set themselves apart from competitors.