Are Your Customers having Repair-Affairs?
Not to put the relationship in question, but a healthy look at the service-relationship you have with your customers can only make it stronger. Have you ever considered the possibility of a ménage-a-trois happening right under your nose? It happens all the time.
By Eric Nykamp, CEO of Raange, Inc.
You are an attractive and desirable dealership. You have customers that are faithful and repeatedly come to you for the vehicle maintenance that they know and love.
Not to put the relationship in question, but a healthy look at the service-relationship you have with your customers can only make it stronger. Have you ever considered the possibility of a ménage-a-trois happening right under your nose? It happens all the time. Customers oft time consider going to a different mechanic to get work done on their vehicle. People want to save money and go where it’s the cheapest. It’s an affair of the wallet, we must admit. Sometimes they go to your dealership, sometimes they go elsewhere to give their vehicle some love. Sometimes it depends on what’s covered under warranty. When the vehicle warranty has expired, customers are even more likely to venture astray.
So what is a dealer to do? Consider attracting them back by letting them know that you are the experts of their brand of vehicle. Only you have intimate knowledge of the electronics under their hood. You have the right certification and access to guaranteed parts that they may need.
One clear example of dealer advantage over the ‘other guy’ is when changing seasonal tires. Most vehicles manufactured today are equipped with a TPS. (Tire Pressure Sensor). There are now special considerations to be made when changing tires with a TPS. If done incorrectly, a sensor can be broken. This can cause more repair or potentially put customers in danger if they can’t detect when their tires are under-inflated.
This is just one example of many that can be used to encourage customers to seek out their dealership’s service department for servicing.
Let’s talk about some solutions..
Try sending personalized emails that’ll make them dump that ‘other guy’ mechanic and come back into the arms of you, their trusted dealer. Send and even receive text messages from your customer base. Use voice campaigns for those customers who prefer to receive messages on their voice-mail.
The time is now to quell repair-affairs and win back those customers that have strayed, enticed by the cheaper shenanigans advertised by less qualified mechanics.