How to use online channels to overcome consumers’ negative perceptions about dealership service departments

Consumer Perceptionis YOUR Reality

About 3 Birds

3 Birds’ Mission: To help businesses keep the bird in the hand and use it toattract the two in the bush.

A full service, content and data driven agency poweredby our integrated multi-channel marketing platform

I know about negative perceptions15 years as a criminal defense attorney

Perception vs. reality.Does it even matter?

Common consumer perceptions aboutdealership service departments in general

1. The work will be more expensive

– As compared to independent shops or national repair chains

– Or due to “upselling” of unnecessary work

2. The experience will be less convenient

Independent shops preferred for pricedealerships favored for knowledge & expertise

2010 Google/Compete PTSA Study

Acknowledging the elephant in the roomOkay. Now how do we let consumers know that it’s not that way in our Service Department?

Go where the customers are

55%of consumers with automotive service needs use the internet to research service

2010 Google/Compete PTSA Study

33%of consumers with automotive service needs searched online to find service locations close to where they live

Start with your website

It’s not just domestic brand dealers

Highline brand dealers are guilty too

Dating vs. marriage

Don’t blow your chance to create lifetime customers

Make service tools and information easily accessible Your website should make it easy to:• Schedule service appointments• Find current service specials and

coupons• Find service related information

about their model• Ask service questions, get advice or

find tips

Don’t stop there

Go beyond the basics

Take the bull by the horns

Educate and show how your dealership is different by using:• Website

• Newsletters/Email

• Social

• Review Sites

• Blog

Transparency in service pricing

If you beat the independent shops and national chains on some services, openly promote that by showing price comparisons for those services

Are you able to do a price match guarantee on specified services or repairs?

Consumer educationExplain the value proposition:• Specialized OEM trained/certified technicians

• Ongoing training programs by manufacturer for service staff

• Most current and in-depth knowledge of vehicle enhancements and repair techniques

• Extensive inventory of factory parts in-stock

Added value accounts for the added cost

It doesn’t pay to be penny-wise, pound-foolish

Convenience and amenitiesWhat do you do to make service easier and more pleasant for your customers?

• Shuttle service• Close to public transportation• Proximity to shopping• Complementary rental cars• Picking up/dropping off vehicles at home or work• Extended service hours• Early/late/weekend drop off options• Complementary car wash with service• Comfortable service waiting area• Wi-Fi and work stations• Refreshments and snacks• Tire rotations included with tire purchases• Movie tickets• Play area for kids

Little things go a long way with customers

Actionable ideas

1. Enhance the service portion of your website or maintain a separate service website– With service tips and FAQ– Information about what scheduled maintenance entails

2. Create a service blog3. Send an email newsletter or service emails with service information and specials4. Share service related information on social media sites

– Tweet and post service tips – Create how to videos– Participate in forums and Q and A sites

5. Spotlight the service staff– Profile the people who keep customers’ cars in top condition– Give them a voice as helpful experts

Negative perceptions about YOUR dealership

Sticks and stones may break your bones, but names can kill your bottom line

Resist the urge to bury your head in the sandActively look and listen

– Google yourself– Go to review sites

Ask the hard questions– Do we have a perception problem?– Do we have a process problem?

Fix process problems

Consistently monitor your dealership’sonline reputation

Respond promptly and openly

Tips for responding to negative comments and reviews:• Don’t get into a public “he

said, she said” debate online• Apologize that the experience

was less than satisfactory• Try to move the conversation

offline• Where appropriate,

acknowledge that you blew it

Say Thank You

Don’t get so focused on managing the negative that you forget to appreciate the happy customers who

take the time to share positive experiences

Thank You Me: Kristen JuddMy company: 3 Birds MarketingBooth #: 1209Website: http://www.3birdsmarketing.comBlog: http://www.3birdsmarketing.com/blog3 Birds Twitter: @3birdsmarketingMy Twitter: @kwjudd3 Birds Facebook: https://www.facebook.com/3birdsmarketingLinkedIn: http://www.linkedin.com/pub/kristen-judd/1a/563/548