FEATURE BY MADISON CRADER SOLVING YOUR SERVICE ABSORPTION PROBLEMS with Data D ealership service managers are constantly trying to solve the problem of their customers defecting and servicing their vehicles at aftermarket locations. OEMs pay bonuses to dealerships based on the total number of OEM customers with vehicles registered in each dealership's primary marketing area compared to the OEM customers who service through the dealership. In general, dealers need approximately 70% of the total brand vehicles servicing with the dealership to get their bonus. starts to service in the aftermarket instead of returning to your dealership. dealers need SERVICE ABSORPTION PROBLEMS What can service managers do when service cycles that are getting longer and longer are complicated by the possibility that customers may have already defected and you don't even know about it until it is too late? A considerable period of defection occurs when a new vehicle's warranty expires and the customer approximately 70% of the total brand If a vehicle is sold to a new owner, the dealership will not know the impact of the transaction on their expected production until the vehicle is registered in the new owner's primary marketing area. Unless the purchaser decides to visit the dealership for service, the dealership will need that registration data to identify the new owner. So, how many of your customers are defecting to the aftermarket? vehicles servicing with the dealership to get their bonus WHO ARE THESE " KNOWN DEFECTORS " ? Known Defectors are people who own a particular make of vehicle, live within a certain radius of your dealership, and who no longer service the vehicle with you. By using proximity targeting, a dealership can now identify when a mobile device has been to an aftermarket loca20