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CELESTE D. BRIGGS

Learn how to drive new customers into the service department and keep them for life, leverage mobile trends, provide information to customers for better decision-making, and give them the service experience they expect.

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CELESTE D. BRIGGS

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  1. CELESTE D. BRIGGS Director - GM Women's Retail Network

  2. Win Over Your Customers with the Right Fixed Ops Experience

  3. Kim Saylor Product Marketer of Fixed Operations, CDK Global

  4. Topics for Today • Drive new customers into the service department and keep them for life • Gain insight into ways of leveraging the new trends in mobile to work for your service department • Provide information to your customers to allow them to make the best decision during their service experience • Learn how to keep more of your service by giving them the experience they expect

  5. Better Built Cars = Fewer Service Visits

  6. New Car Dealers Have only 13% Share Source: DME Automotive 2/2012 & Car Dealer Insider 4/2014 $215 Billion Auto Maintenance & Repair Industry

  7. Dealership Challenges New and used sales customers leaving the dealership without first service appointment Service Advisors not performing vehicle walkaround Service quotes are inconsistent Related repairs missing from recommended service Customer doesn’t understand recommendations Doesn’t have the right tools in place

  8. Market Trends – 1st Service Appointment Customer intent to return to selling-dealership for Service Definitely will Probably will not Probably will Definitely will not

  9. Quick & Easy

  10. Reminder Only 31%of dealers send service appointment reminders That means almost 70% do not!

  11. Mobile Trends are Driving Service Research Online of smartphone users turn to a search engine when looking for a local business 82% increase in “near-me” search interest 2x

  12. Connect with Consumers in Their Moment of Need… In Micro Moments

  13. Mobile Trends are Driving Service Research Online 43% of drivers perform a search on their phone or online when deciding where to take their vehicle for service 70M searches for Parts & Service occur every month on Google.com It’s critical to connect with drivers whenever and wherever they’re searching for their next service!

  14. But Dealers Don’t Show Up Ad served only when search contains “Chevrolet” + Service Ad Directs to manufacturer website Competitor Ads highlight better prices, location, or both Only One Chevy Dealer Ad

  15. Market Trends – What Digital Drivers Want

  16. Easy Online Scheduling Do Offer: Don’t Offer: • Single Service • Oil Change • Bundled Services • Oil Change • Rotate Tires • Replace Wiper Blades • Wheel Alignment vs.

  17. Breaking Down the Perception Barrier Of consumers say that independent service centers are as good as dealership service centers when it comes to fixing vehicles 63% Source: 360Service Partners Study

  18. Dealerships Aren’t Price Competitive 58% Of consumers say Dealer service centers are not price competitive with independent service centers Source: 360Service Partners Study

  19. “The Silver Lining” 81% Of drivers agree that quality service is more important than price Source: Milford Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013

  20. Who’s Greeting Who?

  21. Let Technology Make Life Easier Dealers using tablets during the write-up process are seeing revenue increases up to 20% Source: Automotive News, April 2012

  22. Give Them Options Best Better Good • Replace Engine Oil & Filter • Rotate Tires • Inspect Brake System • Inspect Wiper Blades • Top off all Fluids • Inspect belts & hoses • Replace Air filter • Inspect Cooling System • Replace Engine Oil & Filter • Rotate Tires • Inspect Brake System • Inspect Wiper Blades • Top off all Fluids • Replace Engine Oil & Filter • Rotate Tires • Inspect Brake System • Inspect Wiper Blades • Top off all Fluids • Inspect belts & hoses • Replace Air filter • Cooling System Flush • Inspect Exhaust System • Inspect Undercarriage for damage & leaks $99.95 $59.95 $219.95

  23. Take Advantage of All Your Opportunities • There is a significant increase in closing additional work • when the vehicle is in the air • Average R.O. from 1.5 to 3.5 CP Hours 56% Average closing rate if a vehicle is in the air 37% Typical closing rate if a vehicle is not in the air Source: J.D. Power & Associates proprietary mystery shopping program

  24. Texting Risks Employees use their own phones for business calls and texting 90% of the time 10% • The majority of dealership employees are texting dealership customers from their personal cell phones • Dealers have no way to measure or monitor these interactions 90% Source: CDK October 2013 marketing survey of 560 dealers

  25. Convenience means Dollars

  26. Service & Parts Advantages Active Delivery • Keep control of the service & parts experience • Allow customers to Specify a pick up time for parts or their vehicle • Notify key personnel of payment • Collect electronic signatures • Maintain flexibility with remote, desktop and mobile Mobile Cashiering Service & Parts Advisor Desktop

  27. In-Store Cashiering

  28. Accept All Payment Types

  29. Customer Advantages • Rapid service • Ease of use • Time is respected • Eliminate buying friction • Gives them the experience they expect

  30. Next Appointment

  31. Cycle Begins Again… Percentage of customers who would return for their next car purchase when you follow this workflow:

  32. Top 5 Companies in Customer Service Source: USA Today – 2015’s Customer Service Hall of Fame

  33. Questions?

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