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The car dealer's 21st-century marketing toolkit

Outbound service reminders

Recent research by Capgemini Consulting showed 72% of consumers preferred companies’ outbound marketing to reach them via digital channels, rather than any other method. Of the digital channels, email is the most popular.

It is less intrusive and enables the consumer to choose when they look at it. Jeremy Evans, managing director of Marketing Delivery, suggested a series of emailed service reminders – issued perhaps every two weeks,  and starting from six weeks ahead of the required annual service to even after the service is overdue – can be effective in increasing customer responses.  

However, he said it is crucial to remember that although the customer may want to receive such reminders by email, they will want a choice of how to respond, whether by call back, phone, email or via the dealer’s website or social media site.

Richard Robinson, product and development director at Manheim Aftersales Solutions, agreed that it is important to ask customers how they wish to be contacted.

“More and more consumers are not warm to receiving phone calls, because they’re frustrated by frequent sales calls and there is a danger that the call for an MoT or service reminder could become another one of those inconveniences.”

Next: Online service booking



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