How Inbound Marketing Technologies Help Auto Dealers and Service Centers Increase Profitability

by MaryLynda Brown
http://www.lonestarmar.com

Automotive service centers and franchise dealers need efficient ways to communicate with customers. Many are shifting dollars out of expensive paid search and broadcast advertising, and into optimization, content and social media marketing programs that help them get found. These changes have laid the foundation for a new era in service center marketing - the Inbound Marketing era.

Meeting consumers' desires for improved communication and efficient messaging is difficult due to rapidly changing technology. Individuals are filtering communications as they receive them, while companies continue to force irrelevant information onto their prospects and customers. This costly communication conflict results in messages being unread and discarded.

Inbound marketing software helps service centers gain a deeper understanding of their customers and target relevant marketing messages directly to them, utilizing the technologies they prefer. It is marketing on the customer's terms, and the service center that engages in this form of new marketing will reap the rewards.

Rapid response is key.

Americans are driving more and keeping their cars longer. Industry research shows that a staggering 90 million cars are 5 to 10 years old. This is good news for aftermarket retail service and parts centers. The challenge is to attract and retain these customers for life.

In a society that requires instant gratification and information, automotive dealers and after market service centers are under pressure to respond to customer demands. Up to 75% of inbound phone calls to a service center are from customers inquiring about the status of their vehicle. The response to this pressure is to add more people, which increases expenses and reduces profits.

An inbound marketing technology solution can provide service centers with a low-cost retention and loyalty solution. The right technology solution will help service centers effectively manage their current customer base and communications to help increase customer retention, increase profits, and reduce unproductive inbound call volume via:

Business intelligence -- Predictive analytics use customer data to provide a forward-looking perspective about the customers and help identify customer segments so the business can better understand customer behavior, thereby gaining the ability to leverage opportunities and build loyalty.

Communication campaigns -- notifications on scheduled maintenance, tires, batteries, warranty expirations, and other messages using email, text messaging, and print as well as social media.

Intelligent couponing -- Intelligent offers go hand-in- hand with persistent use of predictive analytics, modeling of customer behavior, and automation of customer data management practices, and is an ongoing process of learning and adjusting offers.

Interactive couponing -- customers are encouraged to opt-in to activate a promotion to receive the price or promotion, making the experience of shopping a social engagement.

SMS notification -- customers are able to receive an automated text message letting them know when their vehicle is ready for pick-up.

Personalized Information Center -- manage customer relations through a Personalized Information Center (PiC) that provides customers with access to all the service history records for their vehicle. The PiC is available to customers 24/7 via the Internet, widget or as an iPhone application, and allows them to see what vehicles are due for maintenance and what key services - tires, battery, brakes, maintenance - require immediate attention. Customers can also make an appointment, access interactive and mobile coupons, update their vehicle mileage, get directions to the service center from their current location, select their preferred communication method, and more.

Market research has shown that 80 percent of a service center's new business can be developed from its existing customer base through the effective use of inbound marketing technologies - a 30 percent increase over the current national average.

uNoti (uNotifi.com) provides an integrated technology retention and loyalty solution that effectively manages a service center's current customer base and communications to help increase customer retention, increase prots, and reduce unproductive inbound call volume.

Article submitted Friday, August 05, 2011 & read 4 times.

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