SEBC Service & Parts Marketing

Michael Schmidt

CHRYSLER GROUP LLC

2

Key Goals

• Help our dealers market our Cars & Trucks

• Help our dealers improve Customer Loyalty

• Help our dealers improve Profitability

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

3

Purchase Process

Awareness

Consideration

Shopping

Purchase

Sales - Service

Repurchase Process

Product Experience

Service Experience

Product Experience

Service Experience

Repurchase Loyalty

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

4

Purchase & Ownership Cycle

• Repurchase Loyalty

• Repurchase Frequency

SEBC Service & Parts Marketing

Awareness Shopping Purchase

Ser

vice

ProductQuality

Ownership

Product

Quality

ServiceR

epur

chas

e

Loya

lty

CHRYSLER GROUP LLC

5

• a

Household Purchase Patterns

• 16.7% from households had purchased within the last year.

• 50% from households had purchased within the last 3 years.

• 75% from households had purchased within the last 5 years.

1 2 3 4 5 6 7 8 9 10 11 12 13

CG Sales Volume from CG Household Year of Ownership

Year of Ownership of Previous CG Vehicle – Household

50% Purchase Rate in 3 years

CHRYSLER GROUP LLC

6

+ 9.0 pts. Improvement

SEBC Owner Care Program

Jan Feb Mar Apr May*

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr65.0%

70.0%

75.0%

80.0%

85.0%

SEBC

Nat

CHRYSLER GROUP LLC

7

Aftermarket Chains

• Competitive Prices

• Fast Service

• Convenient Hours

Independents

• Convenient Location

• Fast Service

• Trust

SEBC Service & Parts Marketing

Why Customers Choose the Competition

CHRYSLER GROUP LLC

8

Sales-to-Service Introduction

• When should you return

• Where do you go

• Who do you see

• What should you expect

• Owner Care

• Enroll on Owner Site

• Dealership Amenities

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

9

SEBC Service & Parts Marketing

Dealership Feature/ Benefit• Owner Care – No Charge Maintenance & Roadside Assistance

• Express Lane – No Appointment, Fast & Convenient

• Service Hours – Evening and Weekend Convenience

• Factory Maintenance Schedules – Based on VIN specific time/mileage needs, maximizing performance & minimizing ownership expense

• Factory Trained Techs / Quality Parts – Maintain vehicle performance with Expert Service and Perfect Fit & Function

CHRYSLER GROUP LLC

10

Convenience

• Hours of Operation

• Services Offered

• Fixed First Visit

• Free Wi-Fi

• Comfortable Lounge

• TV / Internet / Kids Area

• Refreshments

• Alternate Transportation

SEBC S&P Review

CHRYSLER GROUP LLC

11

Level 1 < 30min

• Oil Change

• Tire Rotate

• Air Filter

• Wiper Blades

• Vehicle Inspection Review

Level 2 < 60min

• Tire Replacement

• Alignment

• Brake Replacement

• Battery Replacement

• Tune-Up

• Vehicle Inspection Review

S&P Marketing

Quick Service Customer Expectations

CHRYSLER GROUP LLC

12

Trust

• Consultative Sales Process

• Factory Maintenance Requirements

• Status Update Time provided at write-up

• Multi-point Inspection Review

• Upcoming Maintenance Requirements Review

• Skilled Technicians

• Quality Parts

SEBC S&P Review

CHRYSLER GROUP LLC

13

Efficiency Productivity Customer Experience • On-Line scheduling via Dealer website

• Gathers customer & vehicle data in seconds

• Prompts Service Advisor through a Consultative Sales Process (Walk-Around Inspection, DTCs, Recall, Flash, Required Maintenance)

• Provides “Why Buy” info to improve customer acceptance

• Provides Maintenance “Roadmap” for future planning

• Provides Advisor level reporting including “lost sales”

wiAdvisor

CHRYSLER GROUP LLC

14

wiAdvisor

Maintenance ScheduleRoadmap

Maintenance ScheduleRecent - Current - Upcoming

CHRYSLER GROUP LLC

15

Service Write-up Process

CURRENT

Tablet based service write-up system that automatically

integrates vehicle diagnostic data & Service Advisor systems

to enhance the write-up process

CHRYSLER GROUP LLC

16

Expand Your Market

• Market to All-Makes Households

• Market Wholesale Mechanical

SEBC S&P Marketing

CHRYSLER GROUP LLC

17

All-Makes Service

• All-Make Service Traffic = New Car Opportunity

• New Car Traffic = All-Make Service Opportunity

New Car Sale

All Make Service

Opportunity

All Make Service

New Car Sale

Opportunity

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

18

Advertising

Direct Mail

• Active Customer – Time of Need Reminders

• Active/Recent Lost Customer – Owner Communication Program

• Inactive/Lost Customer – Price Leader offers

Digital

• Feature Benefit – Express Lane, All-Makes Service

• Price Leader – Discount Oil Change, Discount Tires

• SEO/SEM – Google, Yahoo, Bing

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

19

Advertising

Point of Sale

• Service – OCP support, Information

• Accessories – Showroom, Service, Parts

• Dealership Feature / Benefit

Dealership Branded

• Co-mingled Sales/Service (TV, Radio, Digital, Print)

SEBC Service & Parts Marketing

CHRYSLER GROUP LLC

20

• Sales-to-Service

• wiAdvisor Consultative Selling

• VIN Specific Menus

• Express Lane

• Extended / Weekend Hours

• All-Makes Marketing

• POS

• Accessory Sales Process

• Wholesale Mechanical

• Phone Skills

• Advertising & Promotion

• SEO / SEM

• eCommerce

SEBC Service & Parts Marketing