Service reminders

[JohnG]

We are in the process of changing from 'in-house' service reminders to having an outside vendor do these for us.

Does anyone have any input??
Are talking to Newgen and also GM's marketing program.

We have used Newgen several years ago with good sucess but they seem very expensive.

GM has better pricing but am not sure if they can handle the job.

Would welcome any feedback

Thanks

[David Eby]

We use both Nuegen and Gm Marketing support services in our dealership. Nuegen for our Mitsubishi franchise and GM for Buick. We used to use a program similar to GM's with Mitsubishi until a year ago when Mitsubishi wanted their dealers to use Nuegen. Since we have started using them we have seen no increase in traffic on our service drive or increased service sales and are spending twice the amount that we were before. We still use GM Marketing support services for our Buick clientel and are very happy with them. The response rate is much better. Of course that may be also due to the fact that Buick owners are much more loyal to the dealer.

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[Jim Kellogg]

We've used several outside vendors for service reminders as well as using our Reynolds ERA system. We have two dealerships - one GM (all makes) and one Toyota.
Most vendors will supply basically the same service, so watch your pricing. Beware of NewGen - I've used them - as they will come in with a contract for 2-3 years. None of the other vendors I've used (including factory systems) have required a contract. They won't give an inch after you've signed. I've been waiting out my contract with them, and am changing to the new GM Smart Coupon reminder and direct mail system.
There is a huge difference in loyalty between vehicle brands, so don't give your reminder system too much credit.
Just make sure that the mailing is laid out the way YOU want it. Even better is to have one or two coupons on the reminder that are matched to the vehicle/miles. Make sure a followup postcard goes out if they don't show, followed by a phone call (if possible).
Ask them what the time window is they use to measure effectiveness of their program - only give them credit if they show up 30-60 days from the reminder.
You're on the right track. Service reminders are the single most effective way of advertising!

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[sallen1]

JohnG,

I've looked at outside vendors, including the GM program and still find the in-house method more effective: Drives the traffic at the lowest cost.

Don't be hasty giving up an important marketing process to a sub-contractor. Vendors may not have your best interest in mind (consider Newgens 2-3 year contract).

scott

[Results]

NADA was loaded with service reminder vendors. I came across a couple I am going to try. I'll keep you posted. We have had more success with e-mails than anything. You can't forget the basics plus what the OEMs are demanding.
Post cards, letters, phone calls. We are thinking about doing something really crazy at one of our Dodge stores. Imagine if it was up to the tech that last serviced the vehicle to get the customer back in. I'll let you know how that goes over.
One company we are trying includes a post card on delivery, sends out two letters and makes 5 call attempts.


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Results
Mike Stinson
results@rintuit.com
www.rintuit.com

[gizmo]

Post cards, letters, phone calls. We are thinking about doing something really crazy at one of our Dodge stores. Imagine if it was up to the tech that last serviced the vehicle to get the customer back in.


Gee whiz, it's not bad enough that we have to fix the cars, but now we have to sell repairs too? Are you going to compensate us like you compensate the service writers?

Imagine if service departments ( and dealerships in general) were run by people interested in doing there jobs instead of pushing them off on others.

Techs fix cars. That's what they're good at & that's why they chose this profession.

Service writers/advisors/whatever you want to call 'em sell repairs. That's what they're good at & that's what they chose to do for a living.

I think you're asking for trouble if you expect techs to sell work when they could be WORKING instead.

As a service manager it's your job to see to it that the shop has enough work, not the tech's!

[gizmo]

After re-reading my post it seems a little agressive....I apologize for that.

My main point was that we should all work together as a team, but each team member should work within his/her specialty to produce the best results.

That is, techs do the work ( and do it right the FIRST time), SAs do the selling & sell the "right" work, SMs or Fixed Ops Managers keep the Service Dept busy by making sure customers are satisfied and feel they've gotten a good value for their money.

This isn't always easy but it's not rocket science either. Good communication is the key...communicate w/your techs, front end, parts dept. and most importantly your customers! We all benefit from good communication.

[Ben There]

>>Jim Kellogg wrote: Beware of NewGen - I've used them - as they will come in with a contract for 2-3 years. None of the other vendors I've used (including factory systems) have required a contract. They won't give an inch after you've signed.<<

Just a thought...Don't know what DMS you're using but Reynolds offers a good reminder program for dealers that want to outsource that job. One of the benefits of using them vs. Newgen or another independent reminder vendor is that Reynolds has too much business to lose (i.e.,your forms and computer business)to risk ticking you off over an issue with the reminders. You have leverage. That's why Newgen will hold your feet to the fire over their ridiculously long contract...they're going to lose your reminder business anyhow, why not stretch it out as long as possible? What else have they got to lose?

[Results]

Gizmo - Sorry to upset you, your second post describes this activity better than the first.
Yes it is the Service Writers, Advisors, and Mangers job to get business in.
It is the techs job to get the work done!
It is not always that simple, it is really hard when a customer finds grease on his leather seat, it can even be harder when they come in for an oil change and the car has to be jumped started because the tech left the lights on.
Your second posting is more acurate because your department should be a total team.
Let me explain the TECH GETTA CUSTOMER BACK program.
1. You service Bill Clinton's El Camino.
2. There is a thank you for the business note from you attached to his bill. (maybe you compliment him on his astro turf in the back)
3. An e-mail is sent to him the next day from you again thanking him for the business and asking him if the service is satisfactory.
4. A snail mail thank you from you comes again in 30 days asking him how his car is running and inviting him in if he ever needs any more work done.

The thing about all of the contacts only needed your time once. That was on the orginal thank you where you entered a compliment about the vehicle. All contacts are done with a templated letter and do not really even need you involved at all.
The purpose of this program is to increase CSI, develop a unique customer/tech repore, and enhance dealer/service/tech customer loyalty.
Again, I am sorry for getting you so worked up. It is not the techs job to get the customers in, but it is the techs job to keep them coming back because of the quality of workmanship and the desire to have that customer for life.

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Results
Mike Stinson
results@rintuit.com
www.rintuit.com

[Mike Vogel]

We have been using On-Line Administrators for over a year now and are happy with the results so far. There reports are more acurate then some companies I have used in the past and they are fast to getting in changes you might need. Most of the larger volume Toyota stores in LA use them. We experienced a 30% increase in CP labor last year and they helped in that number. You can contact them at 800-888-0024 to get more information or e-mail me and I can tell you as much as I know.

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Mike Vogel
Claremont Toyota/Ford
Claremont, CA