Finding new customers is tough so it’s worth thinking about ways to keep the ones you’ve already got by making sure you keep in touch.
Preliminary findings from the 2013 Castrol Car Servicing & Repair Trend Tracker report suggests rising new car sales will see the average age of cars fall. The report found independent workshops carried out almost five times as many MoTs in 2012 as the franchised sector (74% of all MoTs versus 15%) making customer retention a key issue for franchise dealers according to trade publication AM.
It suggests franchised dealers, with the help of new car sales, can target capturing a higher proportion of UK servicing work than the 37% achieved in 2012.
It suggests 10 areas to look at when planning to keep service business :
- Customer Satisfaction Surveys
- Mystery shoppers
- IT management systems
- Service plans
- Extended warranty products
- Special Offers & marketing
- Software to record future work required
- Social Media
- Reviews and user-generated content
There are some good ideas to think about here in planning your marketing activity. Whilst some are easier than others to implement it’s not cast in stone that any are “dealer only” !
The article concludes that modern customer retention requires “a multi-faceted, multi-layered approach”. So investing time and effort in building up a richness of interaction would appear wiser than searching for that elusive ‘magic bullet’…
The full article can be read on the link below.