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ASRs and the Effortless Customer Experience
Presented by:
WELCOME
Jim Treece
News Editor
Automotive News
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© Solera Holdings, Inc.
ASRs and the Effortless Customer Experience
© Solera Holdings, Inc. 5
Part of Solera Holdings Inc.
Leading provider of technology solutions for auto dealerships and
service shops
First company to combine marketing, service, and titling solutions
in one technology platform
Focus on mobile capabilities and apps, web-based solutions, and
technology-driven retention
WHO WE ARE
© Solera Holdings, Inc.© Solera Holdings, Inc.
CUSTOMERS ARE HARD TO BRING BACK
40%Annual gross profit
derived from Fixed Ops
49%Average retention rates
for auto dealerships
© Solera Holdings, Inc.
SERVICE RETENTION OVER TIME
© Solera Holdings, Inc. 8
• Satisfied customers are more likely to say they “will definitely” return to their service dealer for future work
• Highly satisfied customers (CSI scores above 900) are three times more likely to say they will return and twice as likely to purchase the same make of vehicle
• Successfully selling ASRs increases service customer satisfaction
ASR RECOMMENDATIONS INCREASE RETENTION
© Solera Holdings, Inc.© Solera Holdings, Inc. 9
ADDITIONAL SERVICE RECOMMENDATIONS
If your advisors aren’t
recommending ASRs,
you’re missing out on a lot
of revenue opportunities
Approximately 50% of customers
approve ASRs when their advisor
recommends them consistently,
every visit
Average customer spend $277
(up from $171) when advisors
consistently recommend ASRs
every service visit
Source: J.D. Power 2015 U.S. Customer Service Index (CSI) study
© Solera Holdings, Inc. 10
J.D. Power found that, on average, dealerships sell
14% of ASRs to customers
As such, the average dealer currently earns an
average of $17,808 in additional revenue each
month
In AutoPoint’s own study, we found an inspection
results app can increase the average sold rate to 29%
to 55%
14% $17,808 29% - 55%
Source: J.D. Power 2015 U.S. Customer Service Index (CSI) Study)
DON’T FORGET ABOUT REVENUE…
© Solera Holdings, Inc.© Solera Holdings, Inc. 11
Customers are most likely to approve ASRs after an inspection. Always perform inspections.
Customers also likely to approve ASRs when they come in for regular maintenance.
Also likely to say yes along with alignment, tire and brake services.
Less likely to say yes after routine oil changes. i.e. Quick Service.
Also less likely after major repairs, such as engine work and recalls.
WHEN TO RECOMMEND ASRs
YES
NO
NO
© Solera Holdings, Inc.© Solera Holdings, Inc. 12
Customers approve more ASRs when they have a good relationship with their service advisors.
Customers approve more ASRs when advisors provide helpful advice, review inspection results with an educational focus and deliver results promptly.
Technology influences customer/advisor relationships.
We already know customers are more satisfied when tech is part of the dealership customer experience (J.D. Power 2015 U.S. Sales Satisfaction Index (SSI) Study).
HOW TO GET MORE ASR APPROVALS
© Solera Holdings, Inc.© Solera Holdings, Inc. 13
DIGITAL INTERACTION
CHANNELS ARE BECOMING
MORE CRITICAL
Full ASR benefits come from having full customer support through digital channels
○ Satisfaction with mobile and voice services has risen
incrementally in the last two years
○ Web self-service by U.S. online adults increased from
67% in 2012 to 76% in 2014
○ 48% of Forrester survey respondents report using
voice self-service and mobile self-service channels
○ Web self-service has a 70% satisfaction rate from
those who use it
(Source: Forrester Research Inc.)
© Solera Holdings, Inc.
Deliver additional service recommendations in way that your motorist can view
and approve them anytime, anywhere
Use a tool not just inform your motorists of a repair & cost, but to educate on the need for the repair
Recommendations supported with:
○ Photos of actual vehicle
○ 30-second explanatory videos
○ Short explanatory articles
Motorists more comfortable with the delivery method and a lower-pressure sell cannot be easily quantified
Get approvals seamlessly into the electronic inspection system
APPS INCREASE ASR SALES
© Solera Holdings, Inc.© Solera Holdings, Inc.
ELEMENTS OF
EFFORTLESS
© Solera Holdings, Inc.© Solera Holdings, Inc. 16
Purchase
Titling & Registration
Service Drive/Welcome
Online Appointments
Shop Loading
Mobile In-store Write Up
Inspections
MultiPoint Inspection
Additional Service Rec
Delivers Tech Efficiency &
Staff Productivity
Real-Time
Mobile Approval
Text
App
Engagement
Dealer Branded Mobile App
Inspection Results
Loyalty Programs
Marketing
Smart Data Management
Targeted Marketing
Multi-Channel
Communication
On Demand Campaigns
Total Transparency
© Solera Holdings, Inc.© Solera Holdings, Inc. 17
DRIVE YOUR MARKETING WITH DATA
o Customer behavioral segmentation
o Ultra-targeted digital advertisements
o Data hygiene and compliance
o Responsive email design
o “Smart” coupons
o Email engagement
© Solera Holdings, Inc.© Solera Holdings, Inc.
Accelerate Retention
by Investing in
Customers Most
Likely to Respond
LOYALIST: spend AND visit most at dealer
SWING LOYALIST: spend OR visit most at dealer
but not both
DISLOYALIST: spend and visit most at
competitors
The Greatest Opportunity for Dealers
Share of
Customers &
Revenue
27%
50%
23%
CUSTOMERS
62%
7%
31%
REVENUE
Loyalists
Swing Loyalists
Disloyalists
HOW TO GET MORE ASR APPROVALS
© Solera Holdings, Inc. 19 19
Take 90 seconds to schedule an appointment at your store with your mobile phone.
LETS TRY A LITTLE
EXPERIMENT
© Solera Holdings, Inc.© Solera Holdings, Inc. 20
WHAT WE KNOW:
o Tire tread wear rate
o Tire fitment for Stacy’s vehicle
o Stacy’s last three appointment dates/times
o Stacy’s email address & phone number
o Stacy’s vehicle is due for a 60K service
o Deferred recommendation
o Stacy has unused Reward Points from
purchase
STACY’S LAST
SERVICE VISIT
o Performed: pre-paid maintenance
o Received: MultiPoint inspection
o Observation: tires evenly worn
o Tread depth: cautioned
o Presented: Instrumented tools tire images
o Recommendation: Mount & balance four
tires
o Stacy says? Not today!
YOUR SERVICE
CUSTOMER PROFILE:
STACY
o Purchased her vehicle from you
o Smart phone user
o Nearing warranty end
o Purchased pre-paid maintenance
o Oil changes, tire rotations every
7,500 miles
o Schedules appointments
YOUR SERVICE CUSTOMER PROFILE:
© Solera Holdings, Inc. 21
ON HER SMART PHONE
Stacy gets a text or email
notification
She accesses the message
on her phone
© Solera Holdings, Inc. 22
Timing is perfect
1-click confirm
Preferred appointment time
3-click change
Service reminder
Loyalty integration
PRODUCT DETAIL
© Solera Holdings, Inc. 23
Inspection history
Instrumented tools
integration
Sales collateral
Tire inventory
PRODUCT DETAIL
© Solera Holdings, Inc. 24
Overview
Images
Specs
Pricing
Add to appointment
PRODUCT DETAIL
© Solera Holdings, Inc. 25
Confirmation email
Loyalty Rewards for
behavior
Modify or Cancel
Introduction to Advisor
Custom note
Additional content
CONFIRMATION
© Solera Holdings, Inc. 26
Links to dealership content
Links to social media
Links to partners
CONTENT AND MORE
© Solera Holdings, Inc.
Concierge-level experience for every motorist, including walk-ins
○ Simplify the write up process with a intuitive and versatile tool
○ Keeps your customer in their comfort zone
○ Presentation of prior visit ASRs
○ Perform walk-around inspections & generate additional sales
○ Document existing damage
MAKE YOUR SERVICE DRIVE SEAMLESS.
© Solera Holdings, Inc. 28
Digital inspections make the most of your
technicians:
○ Databases within inspection systems
make every tech an expert
○ Better operations also keep techs
happier and easier to retain
Reduces amount of time on repair orders:
○ Techs pausing work to wait at Parts
Counter or to speak with an Advisor
○ Advisors interrupting Technicians
○ Lines at the Parts Counter
Consistent inspections and recommendations
ASK MORE FROM YOUR ELECTRONIC
MULTIPOINT INSPECTION
© Solera Holdings, Inc. 29
SHOP E-COMMUNICATION
Increase Shop Productivity
© Solera Holdings, Inc. 30
AUTOMATED ESTIMATE BUILDER WITH INTEGRATED SPGS
Increase Shop Productivity
© Solera Holdings, Inc. 31
ELECTRONIC MULTIPOINT INSPECTION
Recording the ASRs
© Solera Holdings, Inc.© Solera Holdings, Inc. 32
o ASRs represent huge revenue opportunities
for dealerships
o Advisors and technology tools work together
to sell ASRs
o Sold ASRs are a natural result of an effortless
customer experience
o Implement integrative technology tools that
curate the customer experience from
appointment scheduling, to marketing, to
inspection, and finally, to ASRs
SUMMARY
Advisors who present
ASRs consistently,
every visit with a focus
on education drives
customer satisfaction
and service retention.
THANK YOU
The recorded webinar will be available for 12 months at www.autonews.com/powertraining.
You will receive an e-mail when it is available.
Email additional comments/questions to [email protected].
