owner loyalty program four things to know … · owner loyalty program four things to know about...
TRANSCRIPT
New One-and-Done ReportThis customized report highlights the financial impact
from conquest customers who after just one purchase left your dealership and purchased at another Subaru dealer-ship or left the Subaru brand completely. We consider them to be “One-and-Done.” The lower your percentage, the bet-ter! You can also view the lost profits associated with these One-and-Done customers.
You may have seen the new One-and-Done Reports displayed at the NBC Subaru Experience EXPO. If you didn’t have a chance to stop by, be sure you check out your OLP Landing page under Quarterly Reports.
Updated Best Practice GuideThe Best Practices Guide (Version 3.0) is an action
tool that works with your OLP survey results to help you create a plan to improve your dealership based on feedback from your own customers. We’ve completely revised this valuable guide to incorporate expert guidance from your JD Power Consultants!
New Questions for the Purchase Experience SurveyPlease note the addition of Question 8e:
Based on this purchase experience, are you likely to use this retailer for service at some time in the future? (Yes/No)
This question is reported as a percentage of Yes responses for both your dealership and Zone level for comparison.
Service Experience Survey AdditionsBecause satisfaction drives loyalty, we added two
questions to give Retailers a clearer picture of where they stand.
Question 7d (Service):
Based on this service experience, are you likely to purchase a new vehicle from this retailer? (Yes/No)
Question 5 (Express Service):
Based on this express service experience, are you likely to use this retailer for repair work in the future? (Yes/No)
A helpful chart presents the percentage of Yes responses to the new questions at both the Retailer and Zone level.
Working together to put customers first. | October 2017
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One-and-Done REPORT
The One-and-Done Report highlights the gross profits lost from an original conquest household who purchased at another dealership. In other words, they purchased one time from your dealership and then were done. The Purchase customer loyalty performance data was gathered by IHS Markit in the previous four quarters.During the time frame of April 2016 to March 2017, 348 of your conquest customers still residing in your Area of Responsibility (AOR) came back to market and purchased another vehicle in the same sales group as Subaru. Of the 348 households trackable for these purposes, 216 purchased their new vehicle from your dealership. The remaining customers are considered One-and-Done (O&D) - 40 purchased a new Subaru from another Subaru retailer and 92 purchased a competitive brand (in the same market segment). Overall,37% of your original conquest customers left your dealership after just one purchase and are now considered to be One-and-Done. Retailers should strive for a low One-and-Done percentage.Conquest customers are your customers that were new to the Subaru brand (within the last 10 years). One-and-Done (O&D) customers are customers in your AOR who were conquest buyers and then purchased a new Subaru from another Subaru retailer or a competitive brand (in the same market segment as Subaru).
Apr 16 - Mar 17 Conquests Returned To Market
O&D to Another Subaru Retailer
O&D to Competitive
BrandTotal O&D
Your Percent Total O&D(lower is better)You 348 40 92 132 37%Zone 8,177 1,734 2,401 4,135 50%
020128 Van Bortel SubaruSubaru Sales of 1000-1999
Report Date: August 18, 2017Subaru Distributors Corp.; SDC Zone Quarter: Apr-Jun, 2017ONE-AND-DONE REPORT
Lost Gross Sales Profits is calculated by multiplying the number O&D households by the All-In Gross Profit pervehicle retailed ($3,184). The All-In Gross Profit is the average “Front” Gross Profit ($1,529), the average F&I Net Income ($1,103), and the average “Other” Sales Department Gross Profit ($552) as reported by NCM Associates for Volume Import Franchises. The profit amounts specific to your dealership may vary. Lost Gross Sales Profits = Number of O&D Households x All-In Gross Profit ($3,184)Lifetime Value Lost is calculated by multiplying the number of O&D households by the All-In Gross Profit ($3,184)plus the Average Gross Profit (parts and customer pay service) during the ownership cycle ($1,470).Lifetime Value Lost = Number of O&D Households x ($3,184 + $1,470)
Average Gross Profit (parts and customer pay service) during the ownership cycle• 2.2 service visits per year• 1.2 labor hours per visit• 73% customer pay labor gross profit margin• Labor rate of $91.97
• Parts-to-labor ratio .77• Parts gross profit margin 38%• Ownership cycle of 5.92 years
((5.92 x 2.2 x 1.2 x $91.97) x 73%) + (((5.92 x 2.2 x 1.2 x $91.97) x .77) x
38%) =$1,470
Lost Profits O&D to Another Subaru Retailer O&D to Competitve Brand Total O&DGross Sales $127,360 $292,928 $420,288Lifetime $186,155 $428,156 $614,311
Version 3.0
OWNER LOYALTY PROGRAM
Four Things to Know About Your 3rd Quarter OLP Reports
OWNER LOYALTY PROGRAM
Quirk Subaru of Bangor
Redding Subaru
Ruge’s Subaru
Rutland Subaru
Shults Subaru
Southern Oregon Subaru
Sterling Subaru
Subaru of Beechmont
Subaru of Champaign County
Subaru of Cherry Hill
Subaru of Muskegon
Subaru of Pembroke Pines
Subaru of Spokane
Suburban Subaru - Vernon
Sunset Subaru
Tindol Subaru
Walker’s Renton Subaru
Walser Subaru
THIRD TIME RECIPIENTAdventure Subaru - Painesville
Alexander Subaru
Anderson Subaru
AutoNation Subaru West
Bryan Subaru
Buchanan Subaru
Carter Subaru Ballard
Cascade Subaru - Wenatchee
Coconut Creek Subaru
Cole Subaru
Don Miller Subaru West
Donaldsons Subaru
Dreyer & Reinbold Subaru
Dunning Subaru
Eastside Subaru
Ed Reilly Subaru
Elk Grove Subaru
Fairway Subaru - Greenville
Farrish Subaru
Ferguson Subaru
Gerald Subaru North Aurora
Glanzmann Subaru
Grayson Subaru
Gurley Leep Subaru
Harvey Subaru
International Subaru of Merrillville
Irvine Subaru
Johnson Subaru of Cary
Kirby Subaru of Ventura
Landers McLarty Subaru
Lester Glenn Subaru
Liberty Subaru - Libertyville
Livermore Subaru
Lou Fusz Subaru - St. Peters
Maple Hill Subaru
McCurley Integrity Subaru
Miller Subaru
Muller Subaru
Peltier Subaru
Riley’s Subaru
Schumacher Subaru
Sellers Subaru
St. Cloud Subaru
Stewart Subaru
Stocker Subaru
Stohlman Subaru
Subaru City of Milwaukee
Subaru of Gainesville
Subaru of Ontario
Subaru of Plano
Subaru of Pueblo
Subaru of San Bernardino
Subaru Pacifi c
Terry Subaru
Tom Wood Subaru
Valley Subaru of Longmont
Wagner Subaru
Wentworth Subaru
Wilde Subaru
World Subaru
Yark Subaru
SECOND TIME RECIPIENTAll American Subaru of Old Bridge
Austin Subaru
Bachman Subaru
Bert Smith Subaru
Brilliance Subaru
Brown Subaru - Amarillo
Brown’s Manassas Subaru
Busam Subaru
C & S Subaru
Cannon Subaru
Carter Subaru
Cascade Subaru
Ciocca Subaru
Colonial Subaru - Danbury
Dan Perkins Subaru
Dave Wright Subaru
Delaney Subaru
Doug Smith Subaru
Dulles Subaru
Falcone Subaru
Flower Subaru
Fox Subaru - Auburn
Frederick Subaru
Gateway Subaru
Gerald Subaru
Giles Subaru
Gresham Subaru
Halladay Subaru
Hanson Subaru
Hiley Subaru
Jensen Subaru
Jim Armstrong Subaru
Jim Keras Subaru
John Hine Temecula Subaru
Joseph Subaru
Kenny Ross Subaru
Kenosha Subaru
Koby Subaru
Koeppel Subaru
Lacy Subaru
Larry H. Miller Subaru Boise
Lawrence Subaru
Lee’s Summit Subaru
Lithia Reno Subaru
Long Subaru
Manchester Subaru
Marion Subaru
McCrea Subaru
Mike Shaw Subaru
Minooka Subaru
Modern Subaru of Boone
Modesto Subaru
Montgomery Subaru
Motor Mile Subaru
North Country Subaru
North Park Subaru Dominion
Parkway Subaru
Peoria Subaru
Prestige Subaru - Asheville
Putnam Subaru
R K Subaru
River City Subaru
Romain Subaru
Roy Robinson Subaru
Saint J. Subaru
Sangera Subaru
Schulte Subaru
Scoggin-Dickey Subaru
Serramonte Subaru
Southern States Subaru
Spangler Subaru
Stivers Decatur Subaru
Subaru 46
Subaru By-the-Bay
Subaru of Bend
Subaru of Clear Lake
Subaru of Grand Blanc
Subaru of Hilton Head
Subaru of Little Rock
Subaru of Melbourne
Subaru of Morristown
Subaru of Orange Park
Subaru of Port Richey
Subaru of Wakefi eld
Subaru of Wichita
Tri City Subaru
Troncalli Subaru
Uftring Subaru
Valley Subaru
Van Subaru
Vic Bailey Subaru
Waikem Subaru
West Herr Subaru
FIRST TIME RECIPIENTBaldwin Subaru
Basin Subaru
Byers Airport Subaru
Capital Subaru of Greenville
Carbone Subaru
Cleo Bay Subaru
Coleman Subaru
Corpus Christi Subaru
Dewey Griffi n Subaru
Don Aadsen’s Subaru of Butte
East Hills Subaru
Faulkner Subaru - Mechanicsburg
First Team Subaru - Suffolk
Flagstaff Subaru
Flow Subaru Burlington
Gallatin Subaru
Garcia Subaru East
Gillman Subaru
Goldstein Subaru
Haldeman Subaru
Hassett Subaru
Hyman Bros. Subaru
Ira Subaru
Jenkins Subaru
JK Subaru
Joey Accardi Subaru
Johnson Subaru
Klamath Falls Subaru
Lehman Subaru
Maita Subaru
Milford Subaru
Morrie’s Brooklyn Park Subaru
O’Steen Subaru of Valdosta
Phil Meador Subaru
Pine Belt Subaru
Prime Subaru
Reedman-Toll Subaru
Reynolds Subaru
Royal Subaru - Bloomington
Sendell Subaru
Serra Subaru of Traverse City
Sheehy Subaru
Shingle Springs Subaru
Simmons Rockwell Subaru
Stohlman Subaru of Sterling
Subaru of Claremont
Subaru of Glendale
Subaru of Macon
Subaru of Missoula
Subaru of Puyallup
Subaru of Santa Fe
Teton Motors Subaru
Thelen Subaru
Tonkin of the Gorge Subaru
University Subaru
Wackerli Auto Center
Young Subaru
SIXTH TIME RECIPIENT#1 Cochran Subaru
Adventure Subaru - Fayetteville
Annapolis Subaru
AutoNation Subaru Scottsdale
Baierl Subaru
Bergstrom Subaru
Boardman Subaru
Bowser Subaru
Brunswick Subaru
Burlington Subaru
Capitol Subaru
Center Subaru
Chilson Subaru
Courtesy Subaru - Rapid City
Don Miller Subaru East
DuTeau Subaru
Earl Duff Subaru
Five Star Subaru - Oneonta
Flatirons Subaru
Fred Beans Subaru
Gillman Subaru - Houston Southwest
Grand Junction Subaru
Heuberger Subaru
Hometown Subaru
Kupper Subaru
Liberty Subaru - Emerson
Mastro Subaru
Mid-Hudson Subaru
Mike Scarff Subaru of Auburn
Miller Hill Subaru
Mitchell Subaru
Nate Wade Subaru
Parker Subaru
Patriot Subaru
Peninsula Subaru
Premier Subaru
Proctor Subaru
Riverhead Bay Subaru
Romano Subaru
Secor Subaru
Sewell Subaru
Sommer’s Subaru
Stanley Subaru
Subaru of Georgetown
Subaru of Keene
Subaru of Kennesaw
Subaru of Kings Automall
Subaru of Loveland
Subaru South Blvd
Subaru Stamford
Subaru Superstore
Valenti Subaru
Van Bortel Subaru
W & L Subaru
West Houston Subaru
Williams Subaru
FIFTH TIME RECIPIENTA & T Subaru
Beardmore Subaru
Belknap Subaru
Benedict Subaru
Bill Kolb, Jr. Subaru
Bill McBride Subaru
Bill Rapp Subaru
Bob Moore Subaru
Brandon Tomes Subaru
Brattleboro Subaru
Brown Subaru - Charlottesville
Camelback Subaru
Capitol Subaru of Salem
Carlsen Subaru
Carr Subaru
Clements Subaru
Curry Subaru
Day Apollo Subaru
Dick Hannah Subaru
Evanston Subaru
Evergreen Subaru
Findlay Subaru
Fox Marquette Subaru
Fox Subaru - Grand Rapids
Galpin Subaru
Ganley Subaru of Bedford
Ganley Westside Subaru
Glassman Subaru
Grand Forks Subaru
Groove Subaru
Gustman Subaru
Haddad Subaru
Herb Gordon Subaru
Holmgren Subaru
Hudiburg Subaru
Huebner Subaru
Jim Burke Subaru
Lancaster County Subaru
Lithia Subaru - Oregon City
Lithia Subaru of Fresno
Lou Fusz Subaru - St. Louis
Mark Miller Subaru
Mark Miller Subaru South Towne
Rafferty Subaru
Ramsey Subaru - Ramsey
Ramsey Subaru - Urbandale
Randy Marion Subaru
Reliable Subaru
Shortline Subaru
Steve Lewis Subaru
Steve Moyer Subaru
Stuckey Subaru
Subaru of Daytona
Subaru of Gwinnett
Subaru of Jacksonville
Subaru of Las Vegas
Suburban Subaru - Troy
Tucson Subaru
Twin City Subaru
Wallace Subaru - Johnson City
Ward Muscatell Subaru
Wayne Subaru
FOURTH TIME RECIPIENTAtlantic Subaru
AutoNation Subaru Spokane Valley
Bel Air Subaru
Bob Rohrman Subaru
Bob Wade Subaru
Briggs Subaru of Lawrence
Byers Dublin Subaru
Charlie’s Subaru
Chatham Parkway Subaru
Classic Subaru - Atlanta
Concordville Subaru
Crews Subaru of Charleston
Darrell Waltrip Subaru
Don K Subaru
Faulkner Subaru - Harrisburg
Faulkner Subaru -
Bethlehem
First Team Subaru - Roanoke
Flow Subaru
Frank Subaru
Ganley Subaru of Wickliffe
Gary Lang Subaru
Gillman Subaru - Houston North
Glenwood Springs Subaru
Grand Prix Subaru
Grand Subaru
Hatfi eld Subaru
Heritage Subaru
John Howard Subaru
John Kennedy Subaru
Kearny Mesa Subaru
Kendall Subaru
Kocourek Subaru
LaRiche Subaru
Mastria Subaru
Mastro Subaru of Orlando
Matthews Subaru
Napleton Subaru
Park Subaru
Paul Miller Subaru
Paul Moak Subaru
Planet Subaru
Profi le Subaru
Puente Hills Subaru
Quantrell Subaru
Congratulations, 2017 Subaru Stellar Care Award Recipients!
2017 SUBARU STELLAR CARE AWARD RECIPIENTS
The Subaru Stellar Care Award is the highest honor a Subaru retailer can achieve. Thoughtful customer care is delivered with relentless dedication to customer satisfaction.
HEARTFELT CONGRATULATIONS FROM SUBARU OF AMERICA, INC.
SIXTH TIME RECIPIENT#1 Cochran Subaru
Adventure Subaru - Fayetteville
Nate Wade Subaru
Parker Subaru
Patriot Subaru
Brown Subaru - Charlottesville
Camelback Subaru
Capitol Subaru of Salem
Rafferty Subaru
Ramsey Subaru - Ramsey
Ramsey Subaru - Urbandale
2017 SUBARUSTELLAR CARE AWARD RECIPIENTS
The Subaru Stellar Care Award is the highest honor a Subaru retailer can achieve. Thoughtful customer care is delivered with relentless dedication to customer satisfaction.
HEARTFELT CONGRATULATIONS FROM SUBARU OF AMERICA, INC.
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STELLAR CARE AWARD
Way to Go, Subaru Retailers! Congratulations to all the Subaru retailers who achieved Stellar Care status! Stellar Care retailers get in-store and national recognition, including a beautiful, personalized crystal trophy. Retailers also enjoyed a full-page spotlight in Automotive News! Don’t miss your chance to become a Love Promise Customer Commitment Award retailer next year! Facility Evaluations and all Corrective Actions must be completed by November 30, 2017.
TIPS FROM GEORGE, National Owner Loyalty Manager
Why don’t Express Service Advisors receive an Overall Service Satisfaction (SS) score?Great question! Determining a SS score requires that all Key Satisfaction Indicators (KSIs) have a response. One of the KSI questions targets Appointment and Drop Off, which does not take place during an Express Service visit. Since this KSI is left blank, an Overall Service Satisfaction score cannot be calculated for these individuals. Please be assured the remaining responses are combined with the other Service Experience Surveys to formulate your dealership’s overall score.
Glittering AchievementDid you have a chance to see the new Love Promise Award trophies at the National Business Conference in Denver, Colorado? The brilliant Gold and Silver trophies turned many heads in the Owner Loyalty Program booth! We think one would look great at your location.
SPOTLIGHT
In Touch with Scott HowardRetailer Training Manager (MSP Zone, Central Region)
A Subaru employee since 2008, Scott Howard has just settled into his new role of Retailer Training Manager (MSP Zone,
Central Region). He brings an unconventional “outside the box” approach to improving the customer experience.
“I’ve had the privilege to work in many different Subaru markets and understand there is more than one way to achieve success,” he said. “When working with retailers on process improvement, it’s important that we collectively implement a strategy that best utilizes the resources available.”
Scott places great importance on the customer’s perception of your business.
“It is a key factor in their decision to purchase or service at your location and begins long before they step foot in the showroom or service department,” he said. “It’s typically formed through many different channels over a long period of time and based on what they see from your advertising, community involvement, word of mouth, online presence and your reputation management.”
Consistency through all customer touchpoints is key.
“The customer’s perception of your retailer is often one of the most important aspects of their behavior. In order to change a customer perception, it must begin with the culture of the business and pass through everything you do.”
When working with retailers and district teams to improve the customer experience, he targets the fundamentals; such as process improvement initiatives, phone skills training, and most importantly, product knowledge.
“Knowledge is power!” he said. “As the market rapidly becomes more competitive, it’s more important than ever before that we now re-focus on processes, features, benefits and competitive advantages.”
Scott and his wife, Ashely, enjoy spending time with their two young children, Olivia and Beau, and their one-year-old Labradoodle, Dixie.
“We are the typical Subaru family. It’s not uncommon to find us headed off on a road trip with our Subaru loaded up with our kids, dog and gear. We love to spend as much time as possible outdoors; biking, hiking, camping, fishing or just exploring the city,” he said.
“In addition, we are huge college football fans. I’m a Tennessee Volunteer fan (Go Vols!) and my wife is an Alabama (Roll Tide) fan so the house is definitely divided.”
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SPOTLIGHT
Meet Jim AikmanRetailer Training Manager (PDX Zone, Western Region)
Jim Aikman has a gift for making friends.
“I’m a very good relationship builder,” he said. “Positive relationships cultivate trust with your team, your customers and your community. Knowing how to create strong relationships is essential in our business and ultimately drives success.”
Jim’s people skills and enthusiasm have not only helped him form strong bonds with his retailers, but have also propelled him to his fourth position at Subaru.
“I joined the company on August 4, 2008, as an Internet Lead Management (ILM) Analyst, and helped launch the ILM system,” he said. “After three years, I moved to the field; first as a District Sales Manager for the PDX Zone District 3 and later to the larger PDX Zone District 2 in Seattle, Washington.”
Jim also brings seven years of valuable experience working in the JD Power & Associates marketing department. While there, he helped overlook the Power Information Network (PIN) program.
In June, Jim accepted his new role as Zone Retailer Training Manager for PDX and relocated to Portland.
His primary responsibilities include helping District Managers and Retailers improve their performance utilizing OLP tools and resources; conducting product training for Sales Consultants and Service Advisors; connecting JD Power consultants with Retailers; and guiding District Managers and Retailers toward the coveted Love Promise Customer Commitment Award.
Jim encourages retailers to focus on providing the ultimate experience for every customer who visits their facility.
“That experience must be ongoing, well after the sale. Subaru offers a great product and ideally, the sale is just the beginning of a life-long relationship.”
In his free time, Jim enjoys golfing, fishing and skiing. He is single and enjoying life!
Congratulations on your new role, Jim.
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PROGRAM SUPPORT Regional Product & Process Managers and Zone Retailer Training Managers are your best sources to discuss owner retention initiatives in your area. Below is contact information for your records.
Jim Desper Subaru of New England (781) 255-6333
Richard Rizzo Subaru of New England (781) 255-6329
TBD Subaru Distributors Corp.
EASTERN REGION
Ray Smit Regional Product & Process Manager (678) 517-1163
Jim Riedel Regional Product Training Manager (516) 581-8968
Adam Woodhull Philadelphia Zone (609) 518-5054
Dave Bull Washington DC Zone (412) 417-1478
Alisa Smith Atlanta Zone (770) 732-3226
Bob Ceo Orlando Zone (407) 461-0484
CENTRAL REGION
Archie Booth Regional Product & Process Manager (630) 250-4777
Askia Ahmad Regional Product Training Manager (614) 707-5517
John LaMonte Chicago Zone (630) 250-4710
Scott Howard Minneapolis Zone (732) 991-2218
TBD Dallas Zone (610) 393-2922
Scott Shafer Columbus Zone (614) 707-5523
WESTERN REGION
Toni Ludwig Regional Product & Process Manager (262) 914-7049
Dave Boyer Regional Product Training Manager (610) 393-2922
Bill Almquist Denver Zone (303) 373-7790
Erik Summa San Francisco Zone (925) 271-8734
Tim Tagye Los Angeles Zone (657) 269-5203
Jim Aikman Portland Zone (801) 244-1144
SUBARU MAGAZINE
Good ReadingFall Drive treats readers to a feature on the Art of Apple Cider; an inspiring Fall Colors Tour; a preview of the All-New 2018 Crosstrek; a primer on the Kelley Blue Book® Awards; a Posse Foundation article and more!
We Thank You!More than 2,000 Subaru retailers and Subaru employees attended the 2017 Reaching for the Stars National Business Conference in Denver, Colorado, last month. Thank you to all of you who visited the Subaru Experience EXPO! We hope you learned a lot and had a great time.
Did You Know?Next year’s NBC will be held in Philadelphia!
Subaru Rally Team USA driver Travis Pastrana grabs the bull (in this case ... moose) by the horns and gives the show a thumbs up!