Author: EMaC managing director Angela Barrow.
Vehicle safety recalls have been a major industry news item this year and however frustrating this can be for dealers it can also be an opportunity.
The frustration comes from the inherent reputational/confidence risk that goes with the news that a manufacturer is recalling one of its models.
Customer retention is about creating and sustaining valued rapport with the customer. The reliability and service intervals that are part and parcel of today’s cars have reduced some of the primary contact opportunities. A recall is a chance to show just how good and just how caring the dealer is. This is especially important for recalls because customer cars will typically be closer to a potential change cycle.
To support dealers in creating a rapport Angela is encouraging dealers to use, noting;
Motor traders can use the recall platform to offer customers further reason to keep coming back. Dealers can then use the recall visit to offer customers, some of whom we know will already have chosen to go elsewhere for aftersales a 12,18 or 24 month service plan. Potentially, this can include an MOT. There is real wisdom in this being discounted to seize the customer’s interest. In essence, the service plan becomes a marketing cost that pays for itself. We have outlined this idea to our network and it has received a very positive reception. They like the whole threat to opportunity, high integrity approach.