1. SEBC Service & Parts Marketing
Michael Schmidt

2. SEBC Service & Parts Marketing
Key Goals
Help our dealers market our Cars & Trucks
Help our dealers improve Customer Loyalty
Help our dealers improve Profitability

3. SEBC Service & Parts Marketing
Purchase Process
Repurchase Process
Product Experience
Service Experience
Repurchase Loyalty
Awareness
Consideration
Shopping
Purchase
Sales - Service

4. SEBC Service & Parts Marketing
Purchase & Ownership Cycle
Repurchase Loyalty
Repurchase Frequency
Awareness
Shopping
Purchase
Product
Quality
Repurchase
Loyalty
Ownership
Service
Our goal in Mopar is to increase New Vehicle Sales and Dealership Profitability through improved Service Retention.
Active Service customers are more loyal to you, and repurchase more frequently.
The Sales-to-Service process is the link to keep each customer active with your dealership following the new vehicle sale.
Service
Product
Quality

5. 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. a
50% of our New Car sales occur within 3 years of the household’s prior New Car purchase

6. SEBC Owner Care Program
+ 9.0 pts. Improvement
Over 1 year ago the SEBC launched Owner Care to improve Service Retention and ultimately Repurchase Loyalty
Today we are seeing 85% of our customers return for at least one oil retail transaction within the first year of ownership!

7. SEBC Service & Parts Marketing
Why Customers Choose the Competition
Aftermarket Chains
Independents
Competitive Prices
Fast Service
Convenient Hours
Convenient Location
Fast Service
Trust
Customers choose our competitors for Convenience, Fast Service, and Trust (DME, Carlisle, RL Polk survey data).
We must address those elements if we want to be competitive and retain those customers.

8. SEBC Service & Parts Marketing
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
Even with no-charge maintenance, many customers still defect to competition.
To be successful, we must ensure there is a solid Sales-to-Service process in place that introduces the customer to your dealership, and builds value in what you offer

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
What are YOUR dealership Feature & Benefits that address Convenience, Fast Service, and Trust?

10. TV / Internet / Kids Area Refreshments Alternate Transportation
SEBC S&P Review
Convenience
Hours of Operation
Services Offered
Fixed First Visit
Free Wi-Fi
Comfortable Lounge
TV / Internet / Kids Area
Refreshments
Alternate Transportation
Are you open when the customers want to do business (evenings and weekends)
Do you offer a one stop shop, preventing the need for them to go to the competition (tires, dent removal, detail, etc…)
Can the they accomplish other things while they wait (internet bar, lunch, kids play area, etc…)
Do you offer alternate transportation so the customer can go about their day (work, shopping, lunch/dinner, etc…)

11. Quick Service Customer Expectations
S&P Marketing
Quick Service Customer Expectations
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
To be competitive with the competition, we must provide quick service
ExpressLane provides Fast Service and Consultative Sales process
Over 70% of <30min LOFs result in a retained customer, that drops to less than 20% for >45min LOFs

12. Consultative Sales Process Factory Maintenance Requirements
SEBC S&P Review
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
The Service Advisor should provide consultation on prior, current, and upcoming needs/requirements using Factory Schedules
SAs should establish the status update expectations during the write-up process (I will let you know by…)
SAs should review the results of the vehicle inspection with the customer during each visit
SAs should review upcoming Maintenance Requirements with the customer at each visit
Trained Techs & Quality Parts - FFV is the foundation of Trust

13. Efficiency Productivity Customer Experience
wiAdvisor
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”
Mopar launched wiAdvisor to improve dealership Efficiency, Productivity, and the Customer Experience
It provides eScheduling from your website.
It gathers the VIN specific information in seconds, and prompts the Advisor through a consultative presentation.
It provides Management with “lost sales” reporting based on actual required maintenance for each respective vehicle.

14. wiAdvisor Maintenance Schedule Recent - Current - Upcoming
Maintenance Schedule Roadmap
When the Advisor prints RO write-up, they provide the customer with the current Maintenance Schedule and upcoming Maintenance Roadmap that is specific to their vehicle

15. CURRENT Service Write-up Process
Tablet based service write-up system that automatically integrates vehicle diagnostic data & Service Advisor systems to enhance the write-up process
CURRENT
wiAdvisor takes the myriad of resources available to the Service Advisor, and combines them into one simple sales tool that walks the Service Advisor through a consultative sales process

16. Market to All-Makes Households Market Wholesale Mechanical
SEBC S&P Marketing
Expand Your Market
Market to All-Makes Households
Market Wholesale Mechanical
Most Chrysler households also have a competitive brand vehicle.
With Magneti Marelli, you are an All Makes Service Center.
Getting 2% of this market would double most dealerships’ business
What are you doing to market to them?

17. SEBC Service & Parts Marketing
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

18. SEBC Service & Parts Marketing
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

19. SEBC Service & Parts Marketing
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)

20. SEBC Service & Parts Marketing
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
We have many tools to help you improve your customer retention and grow your S&P business.
We will be working with you and your management teams to take advantage of these tools.