Active Risk and Inactive Customers
Why are we doing this?
Service retention is a good reflection of the health of the dealership’s business.
The group of customers you are about to interact with have either stopped doing business with us, or are thinking about it.
Our goal is to win them back or prevent them from going elsewhere.
What does “Active Risk” and “Inactive” mean?
Active Risk Customers:
Customers that have not been to the dealership within the last 6 months, but have serviced with us within the last year. They run the risk of becoming Inactive.
Think of these customers as: “we may lose them, let’s fix that before it’s too late”
Inactive Customers:
Customers that we are responsible for, but have not serviced with us within the last 12 months. These customers negatively effect our retention.
Think of these customers as: “we lost them, we need to win them back”
What do we do about it?
We communicate with our customers and provide them offers to help make their experience better. We use the communication channels available to us in addition to our digital advertising plans.
You do not have to do this, its already sent out on the dealership’s behalf. Here is a copy of the current offer sent to our Active Risk and Inactive Customers.
Phone Call
Here are a few word track examples of what to say. Use your own words, you do not have to stick to a script, what feels natural will work best for you, but remember to focus on “either/or” questions to help continue the conversation.
You:
“Good Morning/Afternoon/Evening, could I please speak to (Customer’s First Name")?
Customer:
“This is he/she.”
You:
“Awesome, hey, this is (your name) from the service department. Real quick, we sent you an email with a free state inspection coupon in it last week. Did you that one or did you get the one with the oil change offer on it?”
You:
“Oh you didn’t get it? Well, we have the free state inspection, or it’s $25 off any service, did you want to get that scheduled this week or would next week be better for you?”
You:
“Oh, you got the one with both?!? You must be on some kind of VIP list or something. So, did you want to get that scheduled this week or would next week be better for you?”
Have fun with it, this isn’t about pounding phones.
This is about winning customers back.
Text Message
Here’s a few templates for you to use.
CFN- Customer First Name
YFN- Your First Name
YRMDL- Year and Model of Vehicle
Text Option 1:
Hey CFN, this is YFN from the service Department at Toyota of Scranton. Now through the end of April, we're offering free State Safety Inspections. If you'd like to check on your inspection due date, or get it schedule please shoot me a text back or give me a shout at 570-207-8665.
Text Option 2:
Hey CFN, this is YFN from the service Department at Toyota of Scranton. We're currently running a $25 off any service. For details about our services or how to get your vehicle scheduled, please shoot me a text back or give me a shout at 570-207-8665.
Text Option 3:
Hey CFN, this is YFN from the service Department at Toyota of Scranton. Do you still own the YRMDL?
Voicemail
“Hey CFN, this is YFN from Toyota of Scranton. We sent you some offers for your YRMDL the other day and I wanted to make sure you got them.
Give me a shout back at 570-207-8665 when you have a moment. Thank you and have a great day!”