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12
Декабрь 2012

Why replacing the ‘Service Book’ with a Digital Service Record opens up new marketing opportunities for Automotive marketeers

A Digital Service Record (DSR) replaces the traditional printed vehicle service book with an online system that stores the service history in a secure database. Various groups can access the database online; manufacturer, national sales companies, dealers, independent workshops and customers. It usually captures data from scheduled services, pre-delivery inspection, new or used preparation for sale, speedometer changes and related service items, (oil and oil filter, spark plugs, etc.).

 

For a number of years Palmer Hargreaves has been working with manufacturers on the implementation of DSR. At present, DSR tends to be used for fairly basic marketing, such as service or MOT reminders. But now that automotive companies have developed and, importantly, linked systems like DSR, CRM, checksheet generator, eVHC, and menu pricing it's time for aftersales to take a serious look at predictive marketing.

 

Predictive marketing has been used extensively for years by financial services, charities, business to business and mail order; in other words any business with lots of customer and transactional data stored in databases. They use this data to look at past buying behaviour and predict which products and services should be cross-sold, increasing customer value as a result.

 

It also allows them to go one stage further and market to customers who are geo-demographically similar, tend to buy the same way and buy the same products. In simple terms, target customers who 'look like them'. By applying statistical analysis techniques its possible to predict when these customers will need products or services and implement predictive marketing.

Predictive marketing in aftersales would use customer, service and vehicle data to predict when a customer is in the market for parts replacement or servicing in order to improve loyalty to the dealer network.

 

There are two ways predictive marketing could be targeted and DSR is critical to both.

 

Vehicle based

The model identifies the key timings for the replacement of spare parts and service based on each car model.  This is then married with customer demographics and lifestyle information and overlaid with service history from the DSR system. Other data sources like parts sales, eVHC, geo-demographics, recall, warranty and roadside assistance can be added to develop a predictive marketing model to target customers at the point that their vehicle is most likely to need service or repair.

 

Person based

The model identifies customers who are likely to leave the network. It looks at changes to dealer customer visits and spend. It then analyses data from DSR for customers who have stopped coming to the network. This will deliver customers of the network who 'look like them' and can be targeted for retention communications as part of a predictive marketing campaign.

 

Combining Digital Service Record data with predictive marketing techniques can:

  • Improve service loyalty to brand and network
  • Increase customer value
  • Win back defected 2nd owners
  • Enhance communications based on customer insight

To find out more about the potential of Digital Service Record and predictive marketing techniques contact Palmer Hargreaves Project Director, Ben Wibbe at: bwibbe@palmerhargreaves.com

Ben Wibbe previously worked for Mazda Europe on the implementation of Mazda's Digital Service Record (DSR). As a Project Director at Palmer Hargreaves, Ben is currently consulting on Online Service History (OSH) at Jaguar Land Rover.

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