GM GOODWRENCH  CUSTOMER RETENTION PROGRAM
WE’RE LOSING OUR CUSTOMER BASE 46% 59%
$6.9 BILLION SMACKERS
SERVICE SELLS SALES
What do your customers  WANT?
<ul><li>A relationship with an individual at the dealership. </li></ul>
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul>
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
DEFECTION POINTS <ul><li>Tires </li></ul><ul><li>Brakes </li></ul>
Tires <ul><li>78% of consumers buy tires from the first person who recommends them </li></ul>
Tires <ul><li>AND has them readily available for sale. </li></ul>
Tires <ul><li>75% of customers continue to get their vehicle serviced where they buy tires. </li></ul><ul><li>  </li></ul>
DEFECTION POINTS <ul><li>Tires </li></ul><ul><li>Brakes </li></ul>
<ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul>...
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Total vehicle maintenance center.   </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Your customer is introduced to your service department   </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Your customer is introduced to your service department   </li></ul><ul><l...
Facts About Your Customers <ul><li>82% could not remember the salesperson’s name a year later. </li></ul><ul><li>90% were ...
Facts About Your Customers <ul><li>62% have a family member or close friend who will purchase within twelve months. </li><...
Facts About Your Customers <ul><li>71% said that they bought because they liked their salesperson. </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>We build value into each visit   </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Maintenance Multi-Point Inspection Report </li></ul>IMPORTANT  STUFF
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Measure and record tire and break wear  </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>PSYCHOLOGY OF THE FREE INSPECTION </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Mileage driven service reminder system </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Specific labor operation codes </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>High profile services are competitively priced   </li></ul>
GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Tires are readily available to support the sale   </li></ul>
GM GOODWRENCH  CUSTOMER RETENTION PROGRAM
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Gm Goodwrench

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Presentation as part of a group competing for a piece of GM service work. Sadly, GM decided to not go thru with the project.

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Gm Goodwrench

  1. 1. GM GOODWRENCH CUSTOMER RETENTION PROGRAM
  2. 2. WE’RE LOSING OUR CUSTOMER BASE 46% 59%
  3. 3. $6.9 BILLION SMACKERS
  4. 4. SERVICE SELLS SALES
  5. 5. What do your customers WANT?
  6. 6. <ul><li>A relationship with an individual at the dealership. </li></ul>
  7. 7. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul>
  8. 8. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul>
  9. 9. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul><ul><li>One-stop shopping. </li></ul>
  10. 10. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul><ul><li>One-stop shopping. </li></ul><ul><li>Repairs explained in simple language. </li></ul>
  11. 11. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul><ul><li>One-stop shopping. </li></ul><ul><li>Repairs explained in simple language. </li></ul><ul><li>Reasonably priced repairs. </li></ul>
  12. 12. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul><ul><li>One-stop shopping. </li></ul><ul><li>Repairs explained in simple language. </li></ul><ul><li>Reasonably priced repairs. </li></ul><ul><li>Concern for their safety and their family. </li></ul>
  13. 13. DEFECTION POINTS <ul><li>Tires </li></ul><ul><li>Brakes </li></ul>
  14. 14. Tires <ul><li>78% of consumers buy tires from the first person who recommends them </li></ul>
  15. 15. Tires <ul><li>AND has them readily available for sale. </li></ul>
  16. 16. Tires <ul><li>75% of customers continue to get their vehicle serviced where they buy tires. </li></ul><ul><li>  </li></ul>
  17. 17. DEFECTION POINTS <ul><li>Tires </li></ul><ul><li>Brakes </li></ul>
  18. 18. <ul><li>A relationship with an individual at the dealership. </li></ul><ul><li>Early warning/ no surprises. </li></ul><ul><li>Choices on timing & price points. </li></ul><ul><li>One-stop shopping. </li></ul><ul><li>Repairs explained in simple language. </li></ul><ul><li>Reasonably priced repairs. </li></ul><ul><li>Concern for their safety and their family. </li></ul>
  19. 19. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Total vehicle maintenance center. </li></ul>
  20. 20. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Your customer is introduced to your service department </li></ul>
  21. 21. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Your customer is introduced to your service department </li></ul><ul><li>& </li></ul><ul><li>Their first service is scheduled </li></ul>
  22. 22. Facts About Your Customers <ul><li>82% could not remember the salesperson’s name a year later. </li></ul><ul><li>90% were never contacted again about purchasing another vehicle. </li></ul><ul><li>85% have no plans to purchase from the same salesperson or dealership again. </li></ul>
  23. 23. Facts About Your Customers <ul><li>62% have a family member or close friend who will purchase within twelve months. </li></ul>
  24. 24. Facts About Your Customers <ul><li>71% said that they bought because they liked their salesperson. </li></ul>
  25. 25. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>We build value into each visit </li></ul>
  26. 26. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Maintenance Multi-Point Inspection Report </li></ul>IMPORTANT STUFF
  27. 27. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Measure and record tire and break wear </li></ul>
  28. 28. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>PSYCHOLOGY OF THE FREE INSPECTION </li></ul>
  29. 29. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Mileage driven service reminder system </li></ul>
  30. 30. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Specific labor operation codes </li></ul>
  31. 31. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>High profile services are competitively priced </li></ul>
  32. 32. GM GOODWRENCH CUSTOMER RETENTION PROGRAM <ul><li>Tires are readily available to support the sale </li></ul>
  33. 33. GM GOODWRENCH CUSTOMER RETENTION PROGRAM

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