Fixed Ops Magazine - 2020 Vol17 02 - 16

FEATU R E
MARCH APRIL 2020 || FIXED OPS MAGAZINE

P R OFITING WI T H RE CAL LS
U S I N G R E C A L L S TO WIN BACK CUSTO M ERS
W I T H OUT D IS CO UNTING
BY SEAN REYES, CMO AT RECALL MASTERS

J

ust read through your email, open
your mailbox or read through Sunday print ads and you'll see just how
desperate dealerships are to win back
service customers from independent
repair shops. It's understandable. Acquiring a new customer can cost five
times more than retaining an existing
customer, though increasing customer
retention by just 5% can increase profits from 25-95%. It's the only game
plan that matters - finding new customers and holding onto them. The
big question remains - how do you win
new customers and recapture inactive
customers without deeply discounting
services? A little more than 25% of all
franchise dealerships are turning to opportunities derived from recalls.
Winning over consumers isn't easy. The
challenge begins with understanding
the consumer's shopping and buying
journey. While not all consumers are the
same, it's pretty apparent that we are
leading with deeply discounted service
offers as a means to buy back some of
these consumers. It is a one-size-fits-all
strategy that ignores the other variables
that differentiate your franchise dealership from other service providers. Price
isn't everything. In fact, consumers who
purchase on price alone offer almost
no loyalty to servicing regularly. Price
- combined with transparency, prompt
service and attention, perceived quality

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Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

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