Protractor Software Webinar Series 2017Customer Relationship Management

Webinar agendas include 45 minutes of instructor overview and15 minutes for questions and answers pertaining to today’s topic(s).

All Webinar recordings and handouts are posted in the onlineHelp system under Webinars.

AGENDA• CRM Philosophy and 2 Types of Customers:

Breakdown Customer vs. Maintenance Customer

• Reminders, Default Next Appointment Interval, and Pre-Booking your customer’s next appointment

• Review Pre-Booking Script + Additional ways other shops use the scheduler and CRM Reminders:

A. Courtesy Reminder

B. Actual Appointment (with or without incentive)

C. Pre-Booking for the “Week of ”

• Protractor CRM 360° Customer Contact: Cycle (Thank you, Reminder 1 and 2, No Show, Deferred Work, Inactive 1 and Inactive 2)

• Contact and Vehicle level control

• CRM Reports

• Custom Post Cards (US and Canada) Seasonal + Holiday Mailers, Customer Retention

• CRM Next Steps | OPEN FOR QUESTIONS

POLL QUESTION

Do you schedule Next Appointments when posting?

- Always- Sometimes- Never

POLL QUESTION

Do you use the CRM 360° Email and/or Post Card services now?

- Yes- No

Normal paradigm thinking for CRM in auto repair aftermarket is to chase people who are delinquent in their service.

Most aftermarket CRM companies offer services that nurture this thinking.

Breakdown Customer vs. Maintenance Customer

• Customers with vehicles 3-7 years old are the best candidates for belief in Preventative Maintenance.

• Drivers of newer vehicles feel they are less susceptible to breakdown (and rightly so) and tend to return to the dealership so long as the vehicle is still under warranty.

• Drivers of older vehicles tend to take a more budgeted approach to the remaining life of the vehicle and will defer some Preventative Maintenance items if there is no tangible proof or strong belief that the Preventative Maintenance will extend the remaining life of the vehicle.

• Customers can actually change their belief of Preventative Maintenance based on the age of the vehicle as well as between vehicles if the customer is the primary driver of more than one.

• Breakdown Customers will be much harder to get scheduled for their next service than a Maintenance Customers, and the Breakdown Customer is much more likely to be delinquent on the next service interval than the Maintenance Customer.

Paradigm Shift

The big paradigm shift is instead of spending the bulk of your CRM effort and money on people who are delinquent for service and have made the mental decision not to return (Breakdown Customer), we are going to spend the majority of our effort on customers who have agreed to the next visit and want to return (Maintenance Customers).

Our CRM 360° solution is designed to reward Loyalty; here’s how it works:

HOW DOES CRM 360° CUSTOMER CONTACT WORK?

For a Preventative Maintenance Customer

Preventative Maintenance Customer

• Thank You + Feedback

• Deferred Work

• “Soft” Appointment Reminder

• “Hard” Appointment Reminder

• No Show (customers that miss appointment)

HOW DOES CRM 360° CUSTOMER CONTACT WORK?

For a Breakdown Customer

Breakdown Customer

• Inactive 1 (typically 120 days since last visit)

• Inactive 2 (typically 150 days since last visit)

These reminders are sent to customers that do not have a scheduled appointment or future work order.

REVIEW IN SOFTWAREReminders, Default Next Appointment Interval, and Pre-Booking your customer’s next

appointment

REMINDERSand Default Next Appointment Interval

HELPING SHOP OWNERSGet Started with Pre-Booking Appointments

At the counter with the customer when they are cashing out at the current visit…

Customer, today is February 4… June 4th is in and around the time you’ll be coming due for service again.  Is it okay if we put this in our scheduler so that we can send you a courtesy reminder closer to the day?

If the customer says “Sure”, then book the appointment.  If not, skip this step.

On May 25th, the customer will receive a message like:

Dear Customer,The last time you were in, we set your next service for June 4, 2017.  If this date is no longer convenient for you, please let us know, otherwise, we will confirm and send you another reminder a couple of days before…

On June 2nd, the customer will receive a message like:

Dear Customer,We have you scheduled for service on June 4, 2017.  We look forward to seeing you…

This is a basic script that the shop owners can adapt to fit the way they run their business.

CRM 360° Customer ContactEmail and Post Card Cycle

Contact and Vehicle level control

Reports

CUSTOM POST CARD CAMPAIGNS

SEASONAL + HOLIDAY MAILERS

Sample Seasonal Mailer

Sample Holiday Mailer

ADDITIONAL SERVICES

Sample Gift + Referral Mailer (for customer retention)

Sample Rebate + Referral Check Mailer (for customer retention)

NEXT STEPSHow to get started

1. Send inOrder Forms

2. Submit MessageTemplate Edits

3. Upload RequiredLogos + Graphics

Ready to get started? Contact us.

Ian SheppardProtractor Software Inc.580 Evans Avenue | Toronto, ON | M8W 2W1

E ian@protractor.comwww.protractorsoftware.com

“Strive not to be a success, but rather to be of value.” —Albert Einstein

Thank you for attending today’s Webinar onCustomer Relationship Management

All Webinar recordings and handouts are posted in the onlineHelp system under Webinars.

Let’s review some questions before weclose today’s Webinar.

Next Webinar is scheduled for June 15, 2017