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Shawn Ryder

Shawn Ryder Director, Automotive Web Solutions

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Service Marketing - Declined Service Opportunities

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Since dealers have vehicles coming in for routine maintenance they are also doing inspections on each and every vehicle that enters the shop, with the customerspermission - we are doing that, right?

 

WIth that being said, not every customer can or will do the recommended fixes to their vehicle while it is in the shop, we know that as well.

 

Dealers track the declined services and know customers will leave, perhaps think about the item(s) that were recommended but they most likely aren’t going to be proactive to contact the dealership and book an appointment to visit again.

 

With the data of declined services - it can allow for building custom engagement to customers based on their very specific requirements on their vehicle, while building trust at the same time.

 

What if 24 hours after a friendly reminder was sent from the service manager to thank them for their business and includes a little additional information on the recommendation? A link to the web site, a YouTube video or other information.

 

Based on that send an additional campaign can be sent out to build trust with the customer. If the customer opens the email, then 12 hours after perhaps send a savings for having the work done at the dealership and build loyalty in the process. If they don’t open the email perhaps set up a text message that goes to the customer with a thank you and coupon code to offer a savings, or email them to a specific landing page with personalized messaging and savings offered.

 

There can be a full blown process of follow up based on the declined service and how the customer interacts (or doesn’t) with the messaging provided. However, using automation the key is that it is “set” and “forget” features. NOW, this doesn’t mean don’t adjust message or monitor but as we know the easier the better and building out a process that can run itself can certainly benefit the service department at the dealership. It can be sent from the service manager (or advisors) and build the communication to the customer on their behalf.

 

Every service customer needs a good follow up process on declined service - how well does your dealership do with building trust and providing benefits to getting the work done at your location?

 
Alex Lau
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