Steer Your Own Future…. How to Drive Service Retention Delight and retain your customers with improved consistent processes. Presented by: Tom Edwards Senior Solutions Manager Dominion VUE DMS

Consistent Customer Communication STEPS TO SUCCESS Consistent Customer Communication Simplify Appointment Scheduling Accelerate Customer Checkout

Consistent Customer Communication STEP 1 Consistent Customer Communication

Consistent Customer Communication STEP 1 Consistent Customer Communication In today’s automotive marketplace, consumers expect frequent and meaningful updates. If a customer has been well informed throughout their visit, they are more likely to return to your dealership for service in the future. This can have a big impact on your bottom line. A 5% increase in retention can increase a company’s profitability by 75% Source: Bain and Co.

Consistent Customer Communication STEP 1 Consistent Customer Communication Retailers communication model is quite admirable. They keep their shoppers informed with vital updates, but are careful not to blast out insignificant information. Let’s face it - we all want updates, just not too many. This stream of updates creates trust and transparency between retailers and their customers. They have created a new standard for what consumers expect in the marketplace - personalized, unique messages on multiple touchpoints. Every customer wants to feel important - online retailers accomplish this very effectively.

Consistent Customer Communication STEP 1 Consistent Customer Communication So now that we’ve shown you the gold standard for customer communication, you may be wondering how this applies to your Service Drive. It’s best to update the customer on the progress of their vehicle as soon as possible. Get bonus points for sending pick-up notifications and shuttle alerts. Bottom line, keeping the customer in the loop throughout their service experience makes them feel satisfied and appreciated. And isn’t that how every customer should feel?

Consistent Customer Communication STEP 1 Consistent Customer Communication You may also consider closing the communication loop with a “thank you” message. According to Navar, 61% of customers say a simple ‘thank you’ from the business will make them more satisfied with their purchase. Not only will this increase your chances of repeat customers, but also these happy customers will be much more inclined to write a positive review! Your service drive’s reputation is another key factor in its profitability. It is also important to note that all news is important to customers - even if their repair is taking longer than expected or more parts are necessary. A recent study of consumers revealed that 98% agree that “even if it’s bad news, I feel better about a company if it notifies me as soon as possible”* Napa 2012 Jeep Wrangler near zip code 33909 Water pump Napa $265-356 RepairPal 398 -600 Source: Navar

Consistent Customer Communication STEPS TO SUCCESS Consistent Customer Communication Simplify Appointment Scheduling Accelerate Customer Checkout

Simplify Appointment Scheduling STEP 2 Simplify Appointment Scheduling In the first chapter of Run Your Fixed Ops like other retailers, we covered mastering customer communication - an important first step in modernizing your dealership. Now it’s time to move on to the next key step, simplifying appointment scheduling.

Simplify Appointment Scheduling STEP 2 Simplify Appointment Scheduling Fewer than 1 in 3 service visits take place in a dealership In today’s fiercely competitive automotive market, fewer than one in three service visits take place in a dealership*. This means car owners are looking to maintenance chains and other businesses to have their vehicles serviced. So how can your dealership stay relevant and top of mind? Consider simplifying the scheduling process. Source: Cox Automotive Maintenance & Repair Study

STEP 2 Retailer has made reordering frequently used products easier than ever with their Dash Buttons. Users can simply press buttons associated with products like Ziploc®, Tide® and Hefty® when they are getting low. The products will then arrive on their doorstep 48 hours later. Although not all vehicles have “built-in service schedule buttons” , there are ways that dealerships can utilize their DMS to ease the process and gain repeat customers. As we saw in chapter one, communication is a key factor in customer satisfaction, and it can also be a very useful tool in upping your customer loyalty.

More than 50% of car owners rely on notifications from the dealership. STEP 2 Simplify Appointment Scheduling More than 50% of car owners rely on notifications from the dealership. More than 50% of car owners rely on notifications from the dealership and/or manufacturer for awareness of recalls or service needs, and they prefer to receive this information via email.* Although it is not as fun as pressing a physical button - receiving an email triggered by their vehicle’s estimated mileage for oil changes, air filter changes, coolant flushes and other OEM recommendations definitely increases their willingness to schedule services. Source: Cox Automotive Maintenance & Repair Study

STEP 2 A majority of car owners would prefer to schedule service online, but are usually not aware such capabilities exist.* Easily digestible emails will increase the awareness of your online scheduling system. Personalize them with service discounts to increase the rate of success and create brand loyalty. Additionally, ensure the scheduling page is intuitive and allows customers in need of service to quickly choose their date and time for service. Once car owners take advantage of your super simple scheduling system they will be more likely to service with you again. Source: Cox Automotive Maintenance & Repair Study

STEP 2 Most dealer's common practice is to check the OEM for campaigns and recalls when the customer arrives at the dealership. If there is a concern it creates a flurry of activity. Do they have the part on hand? Can the shuttle take them to work? Does a loaner or rental need to be arranged? Does another appointment need to created to solve the issue? Who is going to pick up Bobby from school? This changes the relationship from a planned meeting to helter skelter. Instead of selling on the drive, the advisor is fire fighting. The secret solution: Run the OEM check as the appointment is created. If it is created on line, have the BDC check.

Consistent Customer Communication STEPS TO SUCCESS Consistent Customer Communication Simplify Appointment Scheduling Accelerate Customer Checkout

STEP 3 Accelerate Customer Checkout So we talked about how to run your Fixed Ops more like online retailers, we have covered customer communication and appointment scheduling. In our third chapter we will explore a final lesson from the world’s online retail giant: checking out with ease. When a past shopper checks out, the information is auto-filled - creating an extremely fast checkout process. Online Retailers have eliminated the need to re enter credit card information or addresses every time an order is placed. This time saving feature makes a shopper’s checkout process easier, and alleviates the hassle of re-entering information every time they shop.

STEP 3 Accelerate Customer Checkout Users complete forms 30% faster when they can be auto-filled. Source: Google Automotive Shopper Study

Create a familiar checkout process for your customers. STEP 3 Create a familiar checkout process for your customers. . A customer’s vehicle is ready for pick-up. 2. Perhaps during their ride in the shuttle, they receive their invoice via text. 3. This text also includes a link that sends a customer to a page where they can pay for their service with a credit card. A customer can choose to simply take a picture of their card, or they can type in the information. 4. If they choose to save their information, the system stores it forever - making for an even speedier checkout the next time they service with you! 5. Ideally, the customer would be able to arrive at your dealership’s express lane - allowing them to skip the payment process. They could simply flash their receipt to the tech, drive off in their squeaky clean vehicle and get on with their day! Implementing these steps will create a higher CSI and more repeat customers

Processes must be concrete and easily repeatable. STEP 3 Processes must be concrete and easily repeatable.

To download this presentation visit: www.drivedominion.com/tom

Steer Your Own Future…. How to Drive Service Retention THANK YOU Presented by: Tom Edwards Senior Solutions Manager Dominion Vue DMS