Increasing Gross Profit One Customer at a Time
Retention customers are dealership's active customers that use the service department or are customers that have recently purchased a vehicle from the dealership. Reinforcing their patronage at the dealership through e-mail and automated calls (where allowed) has proven to be the most efficient methodology. TCC's Retention program communicates with the customers on behalf of all dealership's departments; sales, service, parts, F&I, and collision center.
Retention communications fall into two categories:
First are the ongoing campaigns that include notifications such as service reminders, customer birthdays, lease expirations and finance equity notifications for trade-in. Once these ongoing campaigns are set up by TCC they run without further dealership involvement, freeing up management to focus on tasks at hand.
Second are ad-hoc email campaigns that are predicated by changes in the market. These campaigns can cover any issues from time sensitive new car financing rates, to recalls, to any sales, service, parts, or collision center offer. These campaigns can be instituted by a simple e-mail from dealership management to TCC. TCC quickly provides the creative support to generate the desired campaign, produces it, and sends it back via e-mail for dealership review and approval. Once approved, it goes active the same day.
The Retention program can be contracted as part of the TCC Live program or as a standalone application. Either way, it is a fixed monthly fee, and its cost does not change regardless of the number of campaigns that the dealership chooses.
Customers that use the dealership's services are rewarded to further reinforce their behavior. The Rewards program gives those customers the opportunity to earn discounts, products, and services simply by enrolling. Since the Rewards program is email based, the dealership's customer need only provide an active email address to the service advisor or cashier to complete their enrollment and receive points for every dollar they spend in the dealership. In addition to increasing customer loyalty, the Rewards program increases the email capture rate of the dealership.
The turn-key Rewards program provides each customer with their own web site showing the vehicles enrolled, their service history, and the current Rewards status. Additionally, each dealership customer receives quarterly emails showing their current Rewards status. Rewards redemption is a simple click to redeem feature on the customer's personal web page.
TCC manages everything, dealership personnel only have to collect email addresses.
Lost souls by definition have stopped using the dealership services. The Recovery program uses automotive industry trained live agent callers to contact the dealership's lost souls. Live dialog has proven to generate 5 to 10 times the revenue when compared to direct mail or email. A live agent phone call is the only media that can effect behavioral change and bring these customers back to the dealership. The Recovery program generates on average a 7% incremental increase in parts and service gross profit each month.
Recovery callers contact the dealership's lost souls at least every two months beginning at the 8th month of absence and continuing to the 18th month, or until the customer returns to the dealership. Monthly, TCC provides an audit report showing every customer for which Recovery is taking credit. The report shows the customer name, repair order number, number of days absent from the dealership, repair order date, dollar value of the repair order, mileage and service advisor number. TCC asks dealership management to audit the Recovery performance. At the end of the first month, if management is not completely satisfied for any reason, THE DEALERSHIP DOES NOT PAY. PERIOD!
Recovery's comprehensive on-line reporting allows management to track every phase of the process. Reporting is current through the prior day's business and includes the timing and results of every Recovery call made on behalf of the dealership as well as a full array of performance metrics. These include service advisor performance, email capture and return on investment (ROI) to name a few. Recovery compares dealership service and parts gross profit from the monthly audit report versus expense to determine ROI. Recovery maximizes the revenue from a historically ignored revenue source with satisfaction guaranteed or THE DEALERSHIP DOES NOT PAY. PERIOD!
Maximum Mail combines direct mail, e-mail, and automated calls (where allowed), to significantly improve the response rate of direct mail alone, for the same cost or less of direct mail alone. Reinforcing the dealership's direct mail message with up to two other media carrying the same message produces the increase.
Maximum Mail provides quick turn around and complete creative assistance with e-mail capture for current customers and e-mail marketing for non-customers.
Active Customer campaigns: multiple postcard sizes available for use in single and multi touch campaigns. Print and e-mail are branded to your dealership and utilize full color variable printing offering a unique and manageable message to each client. Maximum Mail sales and service campaigns are produced and delivered to the post office everyday so your message is delivered to your customers on time, every time.
Conquest and Acquisition campaigns: utilize historically effective pre-designed campaigns created to bring new clients from your community and from dealerships in your area that have gone out of business, or work with our team to create your own. The use of variable size postcards, letters and self mailers have proven to be very effective when paired with the correct message.
New Mover program: our new mover programs are designed to be the first automotive service offer to new members of your community and deliver a lasting message. Our new mover program is custom designed to fit your dealership and utilizes proven effective messaging that generates significantly higher than average response rates.
When using direct mail, think Maximum Mail and reinforce the message, for less than direct mail alone.
NADA reports that «approximately 17% of all inbound dealership phone traffic goes unanswered». Call Care provides a safety net for incoming calls that would normally go unanswered during the busy times in a dealership. Call Care's safety net ensures that the revenue from those otherwise unanswered calls goes directly to the dealership while reducing customer frustration by always being available when they call.
Incoming calls that are not answered within 5 rings on a targeted line are seamlessly transferred to TCC and answered by live operators. Dealerships no longer have to choose between allowing calls to go unanswered and loosing the related revenue or incurring the expense of staffing for the peak call traffic time.
Call Care operators post the outcome of these overflow calls in minutes to the TCC website and can immediately alert designated departmental personnel via e-mail and fax. Additionally, for dealerships using TCC's Appointment Scheduler or XTime, the operators can directly input service appointments and provide vehicle service status updates.
Call Care maximizes dealership revenue by never missing another inbound telephone revenue opportunity.
CSI Now provides live outbound CSI and process calls for any and all dealership departments.
Customer satisfaction and process surveys are completely customizable to suit the dealership's specific needs with rating metrics that can mirror any manufacturer's program. Survey random customers or specific categories of customers to further ensure a true view of the dealership's effectiveness.
Immediately after a call's completion the results are available to dealership management in real time via the TCC website. Real time reporting allows dealership management to evaluate results in present time and make any needed changes to ensure top performance without waiting for time delayed historical results from manufacturer's evaluations. TCC guarantees the communication quality of every campaign.
With CSI Now, there are no surprises!
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