Through its work across OEMs, dealers and dealer service providers to develop solutions which optimize service performance to obtain the most value from service marketing. Too often the industry’s approach to service marketing remains trapped in the pre-digital digital age or connected to the service operations and strategy which ultimately determine success. Even as more communications take place through email and text, most programs are not Digital First. This goes beyond sending emails before mail or purchasing an online scheduling platform. Digital First recognizes the opportunity to engage in a dialogue with individual customers about their specific needs and segment offers more precisely than in a world constrained by efficient print runs.
Operational Alignment is key to Service Marketing success. Service Marketing does not exist in a vacuum any more than Vehicle Marketing. We have observed a 3X difference in performance across same brand stores running the same marketing play. In many cases the poor performing stores had a negative ROI on marketing and demanding either a new vendor or a cut in marketing expenses. Upon closer inspection we found various operational constraints which limited success, including poor appointment handling processes, restricted appointment hours on the online scheduler, poor selling skills and additional service request offers not aligned to consumer needs. Addressing these operational issues first will dramatically improve marketing performance.
Consumer expectations are being shaped outside our service lanes. Consumer are experience new processes and technology that drive more efficient time management, personalization and transparency to a degree never seen before. Dealer services increasing appear out-of-date. They can track their pizza being made and delivered, but have to call multiple times to learn if their car is ready and then wait at a cashier to pay. Auto retailers need a modern Operating Strategy that deploys technology to deliver the experience consumers expect. We need to simplify delivery models to focus on the key Moments of Truth which determine whether customers return and see unique assets such as loaner vehicles as strategic differentiators to be leveraged, rather than operating expenses to be
Through its work across OEMs, dealers and dealer service providers Empiritas has developed solutions which optimize service performance to obtain the most value from service marketing. Empiritas has executed numerous dealer service specific projects since its inception in 2012 addressing core service performance opportunities. See work samples below:
Drive dealer performance on operational issues that impact service marketing ROI
- Appointment handling
- Selling skills, including unsold follow-up
- ASR strategy & offers
Merchandising & pricing
More granular programs can dramatically drive ROI by loading most efficient programs first e.g.
- Contact unsold ops, service contract no shows, etc. first
Prioritize next best segments
Drive moments of truth by addressing failure root causes and proactive treatment
- Flag high risk situations for special treatment & gather information
Share best practices
Align technology to deliver repeatable, superior experience leveraging knowledge and automation
- Inform about needs during scheduling
- Gather symptoms prior to visit
- Receive approvals via text
Pay prior to return
Align processes to new consumer expectations
- More self-service – check-in / check-out
- Actively inform & manage time
Adapt offers to consumer preferences
Prepare for vastly different future as technology changes the landscape
- Attract the right talent
- Engage deeper into ownership
- Exploit new technologies
- Maximize service contracts
Plan for AVs
Develop and deploy leading analytics to identify and address service leakage points
- Unsold opportunities
- Next best offer
Meet full service requirement
Plan programs to create momentum while addressing structural root causes
References:
OEM. Frank Ferrara, EVP Customer Experiences, Service and Parts, Hyundai Motors
Dealer Solutions. Paul Whitworth. VP Operations, Cox Automotive
Dealership. Mike Maroone, former President, AutoNation