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We all know that the Service Department is key to continuous growth for the dealership, customer purchases, comes in for first visit and is wowed by the experience, returns every three months. Then they purchase next vehicle at dealership and the cycle continues – this happens at all dealerships right?
Okay that is a perfect world when the process is followed to a “T” and no steps are missed, with the customer in agreement the entire time.
When a customer has an inspection done on their vehicle – even on the first visit to get them understanding the benefit – it is important to track the inspection for both records and marketing opportunities.
As we know a customer won't purchase yellow or red items at the dealership immediately at that time.
Do dealers have a process in place to target those customers who declined services? What if using the data they can automate a process to email specific information to them automatically based on the service declined.
For example if somebody decided that the tires marked in the red weren't in the budget today – how do we automate an email to follow up in a couple of days with a friendly reminder.
After all the data knows the details, so using that have a daily batch of emails go out in the morning to customers that were in two days prior with features and benefits of new tires. Then after another day if they don't open the email send them a savings for tires that may incite them to for visiting.
Of course it could also include text messages or even voice mails to provide them with a coupon code via text or a message from the service manager thanking them for business and offering a special savings in the message as well.
Service is important to everyday business at the dealership, do you ensure that a consistent service marketing plan is in place for the dealership?