How many dealerships utilize their Service Department? I mean REALLY utilize their Service Department. The answer, not too many. If you do not have a marketing tool for Service clients within your current CRM, you are missing out on already loyal customers who have chosen your dealership to service their vehicles.
DealerCRM is different. We can utilize your Service records so you can put them to good use. You can see who, of your past customers, uses your Service department to maintain their vehicles. You can also see who services their cars with you, but never purchased from you. How beneficial is it to your store to be able to market to those clients on an individual basis? Not just one mass email stating “Stop in for an oil change!” Instead something more strategic for just those owners and service clients who own a 2007-2010 Ford Focus, with less than 100,000 miles. Alternatively you could offer a free Market Analysis on their vehicle, while it is in the Service Department, during routine maintenance. We all know how nice it is to have an unexpected customer walk in to our showroom, from our service department, and end up leaving in a brand new vehicle! What if it could happen for your dealership on a more regular basis?
How important is CSI to your Service Department? I receive follow up emails regarding my service experience all of the time. My email address is included in the contact information for my parent’s vehicles, my sister’s vehicles, and a few of my client’s vehicles. I like nothing more than to receive an email from where I service my vehicle. If there is an issue, it can be corrected prior to the OEM survey being received by the customer. If it was a pleasant experience, maybe a request for a customer review online would be the next step. CSI isn’t just important for OEM manufacturer statistics, it is a great way to market your dealership on a public level. Free advertising from happy customers is better than the best paid advertising.
Who has ever had a customer that wanted more money off of their new car? I think that is just about everyone who has ever tried to sell a vehicle. What is nice about DealerCRM is that you can clearly see the Closed RO information within the client record. So that customer that wants an additional $250 off of the sale price might be justified in asking for it, especially if they average $250 per Closed RO. It also goes the other way when that person has never serviced their vehicle with your dealership but wants a deep discount. DealerCRM allows you to make more informed decisions when considering additional discounting for customers.
These are just a few ways that Service Integration within DealerCRM can help your dealership retain your customers… and sell more vehicles. Can you see the benefits? What aspect of the Sales and Service integration has been most useful in your store?