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Vehicle manufacturers and district managers |
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Helping dealers help themselves
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Are your dealers behind the times, just muddling along, or are they genuinely making the best possible uses from their market opportunity and DMS systems? If you visit one of your dealers and ask for their service reminder conversion ratio would they be able to generate something? Probably not. It’s fair to say that a very small number of dealers could but the majority wouldn’t know where to start! To enable dealers to improve their financial performance, as well as improving and maintaining their customer satisfaction levels they need to pay closer attention to their retention measurements by making better use of their greatest asset, their DMS data! This data can unveil a wealth of information, but reporting on dealers data doesn’t always reveal positive results, however not reporting whatsoever is burying their head in the sand! Customer retention, conversion, and opportunity measurements are the latest “hot-topics” in all franchise networks. Measuring and reporting can be done in-house by a select few, the other option which most dealers are performing is employing the services of an external agency with an associated monthly fee. These agency extracts are just re-active measurements, with high average data error rates nothing actually gets done with the results, and without anything being corrected these reports tend to invoke more failure rather than opportunity. Our approach is different. First and foremost we don’t subscribe to monthly extracts or monthly fees. Our extracts are run directly from the dealers Kerridge Autoline system with the ability for themselves to execute results as often as they like. We generate customer reminder retention measurements summarised over a 3-4 month period (or longer) to see if there is a pattern either decremental or incremental. Next is marketing record quality, this is available in two formats, itemised and summarised. The itemised will report any errors daily on a record by record basis. Monitoring daily means if an error is reported on the day by the system (no future service date perhaps) then the operator will be notified there and then so it can be rectified immediately. Updating records daily in bite-sized chunks is the only solution. The second measurement of CRM quality is a summarised version showing the totals per month which contain errors, this will enable a manager to monitor if data quality is moving in the right direction. One other important measurement is penetration. Unlike the retention report which only measures the retention for a generated reminder, or the opportunity summary showing vehicles with future or lapsed service and MOT dates, the penetration measurement is a true reflection of the vehicles passing through a service department which have had servicing history with a dealer. Most manufacturers want to know about future system servicing dates, however, just because they’re populated doesn’t necessarily mean they’re genuine customers, just potential ones which need to be marketed differently. All of these reports measure a picture of what has happened in the past, and because we write reports detailing the positives (the conversions) we will also know about the negatives (the opportunities). With this information we can extract the data and deal with it in several ways. Firstly we can provide ways for dealers to extract a list of customers who fall into this category by themselves, or secondly we can provide the dealer with the tool to generate a letter, SMS message, or even a CSV file to produce labels for postcards all directly from their Kerridge system and targeted directly at potential customers with missed opportunities. The dealer can utilise this method to deliver special promotional servicing offers gaining custom back into the network, and once a customer has taken up the offer the dealer’s regular reminder continues the process for future contact. These promotional extracts also get included in the retention/conversion report so dealers can measure the effectiveness of their promotion(s). Any number of measurements or reports can be produced directly from the dealers DMS. The only thing holding back dealers from exploiting this data is the ability to understand how measuring it can be really beneficial to their business along with their imagination. Extracting the data in useable formats is easy enough for us, dealers doing something with it is entirely driven by their vision. Either way, it really can go on and on! Once items like these are monitored and measured the dealer has some chance of customising their approach to the marketing opportunities,”asking for the business”. The manufacturer sells more parts and retains more customers inside the network. We have produced these reports and extracts for dealers of many franchises, some on behalf of the manufacture and feel that the OEM dealer network can make positive steps in systems and reporting advancements. The benefits we bring far outweigh any one-off cost. If you feel your dealer network or district are missing potential opportunities and would like to discuss this further, then please contact us now |
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Example reports |
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-Serv Remind- --MOT Remind-- -—–Promo 1–––- -—–Promo 2–––- Serv Due Sent Done % Sent Done % Sent Done % Sent Done %
001 2009/03 196 94 47% 147 51 34% 190 9 4% 0 0 0% 001 2009/04 212 88 41% 170 54 31% 157 6 3% 0 0 0% 001 2009/05 270 65 24% 165 32 19% 41 0 0% 0 0 0% 001 2009/06 205 2 0% 112 5 4% 0 0 0% 2552 6 0% —––- —––- —––- —––- —––– —––- —––- -—–- —––- –––- —––- —––- Branch 001 883 249 28% 594 142 23% 388 15 3% 2552 6 0%
002 2009/03 188 103 54% 87 34 39% 74 1 1% 0 0 0% 002 2009/04 184 90 48% 71 23 32% 82 2 2% 0 0 0% 002 2009/05 209 47 22% 113 31 27% 19 0 0% 0 0 0% 002 2009/06 160 3 1% 52 2 3% 0 0 0% 1264 6 0% —––- —––- —––- —––- —––– —––- —––- -—–- —––- –––- —––- —––- Branch 002 741 243 32% 323 90 27% 175 3 1% 1264 6 0% Cont..... Copy of monthly email
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Service and MOT reminder retention A simple yet effective measurement of a dealers conversion success between the reminder process and actual servicing or MOT operation. Displays the monthly summary for the previous 3 months + current |
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Period Jobs Reg Date -–-Service Date––– –––--M O T Date—–––– Cards Blank % Blank % O/Due % Blank % O/Due %
2009/03 672 74 11% 74 11% 204 30% 113 16% 204 30% 2009/04 564 62 10% 55 9% 168 29% 85 15% 165 29% 2009/05 486 38 7% 44 9% 153 31% 48 9% 129 26% 2009/06 555 48 8% 46 8% 158 28% 74 13% 148 26% Company number 01 2277 222 9% 219 9% 683 29% 320 14% 646 28%
2009/03 531 21 3% 58 10% 124 23% 121 22% 155 29% 2009/04 452 15 3% 44 9% 111 24% 105 23% 145 32% 2009/05 519 23 4% 42 8% 121 23% 102 19% 171 32% 2009/06 533 25 4% 48 9% 126 23% 83 15% 147 27% Company number 02 2035 84 4% 192 9% 482 23% 411 20% 618 30%
Cont....... Copy of weekly email
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Next service and MOT data measure The “hot topic” in the OEM networks at the moment. Capturing the next service and MOT dates are paramount for future “asking for the business” routines. Most dealers insist they have a policy to ensure that the next service and MOT dates are populated? This ensures they are, and measures the error rate to check it’s going in the right direction. |
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Date Wip Error Serv Set MOT Set Code Costed By
01/07/2009 57166 Service not updated 29/06/08 SMT 26/06/2009 57210 Next Service Error 19/09/09 S1 30/06/2009 57571 Service not updated S2 03/07/2009 57612 MOT not updated 06/07/09 S1 03/07/2009 57642 Serv/MOT not updated MEC 01/07/2009 57676 Service not updated 23/05/08 MEC 01/07/2009 57697 MOT not updated 06/07/09 S4 01/07/2009 57974 Service not updated 01/07/09 MOT
Cont....... Copy of daily email
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Next service or MOT dates missing An itemised version of the above, running daily, and instead of measuring the total records with errors, it brings the errors to you. Updating errors daily means there are more chances of it getting done. |
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Last Service in Months------—–––----——––– Period Vehicles 0-12 Penetrate 13-24 25-36 36+ Never 2008/03 642 371 58% 102 74 52 43 2008/04 587 313 53% 97 62 26 89 2008/05 621 289 47% 99 68 16 149 2008/06 638 320 50% 105 73 27 113 2008/07 701 343 49% 114 74 55 115 2008/08 612 309 50% 109 71 14 109 2008/09 651 336 52% 134 58 49 74 2008/10 595 319 54% 147 97 14 18 2008/11 632 394 62% 96 24 48 70 2008/12 479 257 54% 102 69 20 31 2009/01 677 331 49% 112 22 39 173 2009/02 578 301 52% 137 77 33 30 2009/03 654 365 52% 52 37 23 177 Grand Totals 8067 4248 52% 1406 806 416 1191 Copy of weekly email |
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Servicing penetration rates The penetration report, is a snapshot of actual servicing carried out by the total number of vehicles which passed through the workshop/service department. Tabularised as the last visit in the rows and last service carried out in the columns. A simple report instantly highlighting some potential opportunities especially in the never column and 13-24 months because these customers are still fresh having all visited within the last 13 months. Condition based servicing requires a static sample period. |
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More details of these reports and others to benefit the network can be found by visiting our report generator pages Why endorse your dealers to pay monthly fees when they can have monthly, weekly, or daily stats for a one-off charge? |
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V3.50 | Data Privacy Statement | Focus DMS are independent Kerridge Autoline consultants offering solutions, business intelligence and report writing to the retail franchised main dealer network | |||
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Focus Dealer Management Services
Kerridge Autoline reports and measurements for an ever changing main dealer environment
