4 Ways to Use Dealership Service Drive Data
An often-untouched marketing goldmine is dealership service drive data. The information contained in CRM and DMS systems are all potential data points that can be used to target and market customers. Some of these might include vehicle purchase date, warranty expiration date, service reminders, and more.
These data points provide a perfect place to start targeting customers to keep them at your dealership for service, F&I products, and eventually their next vehicle. Here are 4 ways to use dealership service drive data.
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Communicate How Your Customers Prefer
In the modern age, communication fatigue is a real thing. We’re constantly bombarded with phone calls, text messages, emails, app notifications, and more. It’s important to find out how your customers want to communicate and follow that. Your customers might prefer a text reminder over a phone call, or a letter over an email if they aren’t tech savvy. Respecting those preferences goes a long way.
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Showcase Your Service Department’s Expertise
It’s a difficult job to fix vehicles and keep customers happy in conjunction with the raising costs of parts and labor. Service departments who have mastered the art of doing so need to ask for recognition! Encourage customers who are happy after a recent visit to leave a Google or social media review. Real reviews from customers will highlight the benefits of continuing to have vehicles serviced at your dealership.
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Remind Customers About Upcoming Maintenance and Events
It’s so easy to miss the little things – regular vehicle maintenance being among them. Use your service drive data to estimate when a customer might need their next oil change, tire rotation, or when their factory warranty may be coming to an end. While it’s important to respect communication preferences, these are important updates that keep a vehicle running smoothly.
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Leverage Marketing for Success
Service drive success impacts every department in a dealership, from sales to F&I. Marketing your service drive customers is imperative. For example, a dealership might marketing vehicle service contracts once the factory warranty expires or is over on mileage. Notice that a customer has a lot of tire replacements? Maybe they could benefit from a tire and wheel protection plan. It’s important to analyze your service drive data to find opportunities and use targeted marketing to inform customers about these offerings.
Using your dealership service drive data can help you target customers better, develop data-driven marketing campaigns, and communicate with customers more effectively. Leveraging this data will lead to longer term customer retention and an overall better customer experience.
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