Fixed Ops Magazine - 2020 Vol17 02 - 20

retention data supports just how connected fixed operations is to future vehicle sales. When a vehicle is serviced by
the selling dealership, 74% of car buyers
said they were likely to purchase their
next vehicle at that dealership, while
only 35% of those who did not have their
vehicle serviced at the dealer said the
same. A little more than 25% of all franchise dealerships are turning to opportunities derived from recalls as, perhaps,
one of the only ways to win new customers and recapture inactive customers
without deeply discounting services.
For quite some time now, the spotlight
on CP work has made it a commonplace
for franchise service departments and
independent repair shops to use discounted services as lost-leaders. Now,
dealerships are turning to recalls. Since
independent repair shops can't perform
recall repairs, dealerships were able to
reinvigorate inactive relationships with
consumers who hadn't been to the
dealership in years. More recently, with
passage of recall reimbursement legislation, franchise dealerships in 42 US
states now receive full retail rates for
parts and labor on all recall repairs.

SINCE INDEPENDENT
REPAIR SHOPS CAN'T
PERFORM RECALL
REPAIRS, DEALERSHIPS
WERE ABLE TO
REINVIGORATE
INACTIVE
RELATIONSHIPS WITH
CONSUMERS WHO
HADN'T BEEN TO THE
DEALERSHIP IN YEARS.

20

able to resurrect damaged relationships
through recall marketing. If, by some
great miracle, you are able to use a recall repair as means of luring that customer back into your store, you need to
be ready to deliver exceptional service.
Truthfully, every prospect who walks
through your doors should receive this
type of service and attention. It's possible that your competitor franchise
dealerships have failed. How many of
those consumers are displeased with
another store and looking to switch
loyalties to your dealership? The point
is, it's the next interaction that matters.
You might be able to conquer other
competitor markets where recalls aren't
approached with the care and attention
they deserve.
These unique customer profiles illustrate
why conditions are uniquely suited for
comprehensive recall management. It
goes beyond service revenue. Customer

Another trend of note is the adoption
of extended warranty products by consumers owning vehicles for a longer
period. Older model vehicle owners retain and service these vehicles in higher numbers, with the intention to hold
onto them for many more years. Those
vehicles are also affected by recalls,
which draw them back into your dealership. Approximately 52% of these
recalled vehicle owners opt for additional CP or warranty work while at the
dealership attending to the recall repair.
Depending on the make, 6-10% of these
recalled customers go on to purchase
a vehicle from that dealership within
12 months of that original recall repair.
Underlying all of this is the absence of
deep discounts. To clarify, the dealership's successful customer acquisition
effort is built around recalls and being
there for the consumer at their moment
of need with a chance to come into the
dealership at no cost to the consumer.



Fixed Ops Magazine - 2020 Vol17 02

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

Fixed Ops Magazine - 2020 Vol17 02 - 1
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