Retailer Customer Assignment Business Rules · a customer who either previously purchased a Subaru vehicle from you or is associated with a Subaru vehicle that is service-assigned

Retailer Customer AssignmentBusiness Rules

Last updated:October 2017

Background

• Most of the service business rules are established and

have been in place for over a decade. They have been

proven to work well and cover the vast majority of

situations.

• The service rules are provided here as the basis of the

sales rules. The sales rules differ in a few aspects based

on the longer and less defined repurchase cycle.

Retailer vs. Customer Perspective

It’s important to look not only at the retailer perspective

• Who the retailer can communicate with

But also the customer perspective

• Who can the customer receive communications from

Service Rules

Retailer Perspective

Service Communications

Service NEW

Service LOYAL

Service LOST

Service PROSPECT


All Subaru vehicles with a service record are divided into the service segments and are assigned to a specific retailer as follows:

• NEW: You sold the vehicle (new, used or CPO) within the last 12 months, but that vehicle has not been serviced by any retailer since purchase.

• Loyal: Vehicle has been serviced at your retailer within the last 12 months. Vehicle has not been serviced at any other retailer twice consecutively (more than 20 days apart) within the last 12 months.

• Lost: Vehicle has not had service in any retailer for 12-24 months. Vehicle has previously been New or Loyal at your retailer.

• Prospect: Customer associated with the vehicle lives in your AOR. Vehicle either has not had service in at least 24 months or it is Lost at another retailer.

Service Communications

Service NEW

Service LOYAL

Service LOST

Service PROSPECT


Customer Relocations

• If a customer moves more than 100 miles away from your retailer, vehicles associated with that customer are automatically assigned as Prospects to the new AOR retailer. Care Connect gets address update info from the National Change of Address database (NCOA).

• If a customer moves more than 100 miles and their new address is in an open AOR, the vehicles are assigned as Prospects to the closest retailer within 100 miles.


Terminations & New Appointments

• For retailer terminations where there is no imminent new appointment (not a buy/sell situation), the terminated retailer’s AOR is considered to be an open AOR, so their Prospect VINs are automatically reassigned using the service open AOR logic. Other VINs are reassigned based on their purchase/service history at other retailers using the service business rules.

• For new appointments, Prospect customers will be assigned to the retailer based on the new appointment’s AOR. Loyal customers will only be assigned to the new appointment based on service history at the new retailer.

• For a buy/sell, assignments will not change unless the purchasing retailer does not get all the selling retailer’s DMS data.

• NEW vehicle is not reassigned until service activity at some retailer.

• LOYAL vehicle is assigned based on purchase/service history excluding Retailer A.

• First service is at Retailer B and vehicle is assigned as Loyal to Retailer B after that first service.

• Vehicle had only serviced at Retailer A, except for one service 13 months ago at Retailer C. Vehicle is reassigned as Lost to Retailer C.

• Vehicle had only serviced at Retailer A, except for one service 15 months ago at Retailer B. Vehicle is reassigned as Lost to Retailer B.

• Retailer A’s AOR is now an open point. Retailer B is the closest retailer to the customer’s address, so vehicle is assigned as Prospect to Retailer B.

NEW

LOST

LOYAL

PROSPECT

Termination of Retailer A

Service Rules

Customer Perspective

Selling Retailer

Assigned Servicing Retailer

Other ServicingRetailer


Customer is associated with a NEW* vehicle.

• Customer can receive pro-active service communications from the selling retailer (e.g. Scheduled Maintenance and Customer Recovery).

• Customer can receive reactive communications from any retailer where there is vehicle activity (e.g. Appointment Confirmation and Missed Appointment).

Customer is associated with a LOYAL vehicle.

• Customer can receive pro-active service communications from the assigned servicing retailer (e.g. Scheduled Maintenance and Customer Recovery).

• Customer can receive reactive service communications from any retailer where there is vehicle activity (e.g. Appointment Confirmation and Declined Repairs).

*New = any vehicle purchased within the last 12 months but has not had any service.

AORRetailer


Assigned Servicing Retailer


AORRetailer

Customer is associated with a LOST vehicle.

• Customer can receive pro-active service communications from the retailer where the

vehicle had previously been LOYAL (or NEW if no service history at any retailer).

• Customer can also receive pro-active service communications from their AOR retailer

(if it differs).

• Customer can receive reactive communications from any retailer where there is

vehicle activity (e.g. Appointment Confirmation and Missed Appointment).

Customer is associated with a PROSPECT vehicle.

• Customer can receive pro-active service communications from their AOR retailer.

• Customer can receive reactive communications from any retailer where there is

vehicle activity (e.g. Appointment Confirmation and Missed Appointment).

Customer Examples

Retailer A

Retailer B

Retailer C

Harry

• Harry has a 2010 Tribeca

– purchased at Retailer A

– has not yet had any service

• Harry lives in Retailer B’s AOR

• Harry ‘s Tribeca is assigned as

NEW to Retailer A

• Retailer A sends Schedule Maintenance

Retailer A

Retailer B

Retailer C

Sue

• Sue has a 2011 Forester

• purchased at Retailer A across town

• 1 service at Retailer B near her office 5

months ago (6 months after purchase)

• 4 months ago, made and missed a

service appointment at Retailer A

• Sue lives in Retailer C’s AOR

• Sue’s Forester is assigned as LOYAL to

Retailer B

• Retailer A sends Appointment Confirmation• Retailer A sends Missed Appointment• Retailer B sends Scheduled Maintenance• Retailer B sends Service F/U

Retailer A

Retailer B

Retailer C

Elaine

• Elaine has a 2013 Impreza

– purchased at Retailer A across town

– was servicing regularly at Retailer B

near her office but hasn’t had service in

16 months

• Elaine lives in Retailer C’s AOR

• Elaine’s Impreza is assigned as LOST to

Retailer B AND also assigned to Retailer C

as a PROSPECT.

• Retailer B sends Customer Recovery• Retailer C sends Service MD

Sales Rules


Sales Communications

ILM Lead/Owner

ILM Lead/Non-Owner

Owner/Non-ILM Lead


Communicating to ILM Leads:

You can send a newsletter via News

Connect to any of your ILM Leads;

however, you can send sales Market

Drivers only to ILM Leads that are 91

or more days old.

You can send sales communications to these groups of customers:

• ILM Lead/Owner: Person submitted an ILM Lead that was assigned to your dealership and that person was matched to a customer who either previously purchased a Subaru vehicle from you or is associated with a Subaru vehicle that is service-assigned to you per the service business rules.

• ILM Lead/Non-Owner: Person submitted an ILM Lead that was assigned to your dealership and that person was not matched to a customer who either previously purchased a Subaru vehicle from you or is associated with a Subaru vehicle that is service-assigned to you per the service business rules.

• Owner/Non-ILM Lead: Customer either previously purchased a Subaru vehicle from you or is associated with a Subaru vehicle that is service-assigned to you per the service business rules, but the customer has not submitted an ILM Lead.

Sales Rules

Customer Perspective

Selling Retailer

ServicingRetailer

ILM Lead Retailer B

ILM Lead Retailer A

• Customer has submitted one or more leads that have been assigned by Urban Science to one or more retailers.

• Customer can receive sales communications from each of the retailer(s) assigned an ILM Lead.

• Customer purchased a Subaru vehicle.

• Customer can receive sales communications from the selling retailer and from the retailer where their vehicle is service-assigned per the service business rules.

# Vehicles % of Customers

1 91.7%

2 7.1%

3 0.9%

4 0.2%

5+ 0.1%

Note: “Customer” does not necessarily mean “owner”. “Customer” refers to the person associated with a vehicle either because the person is the owner or because the person brought the vehicle into the retailer for service (e.g. a driver). Percentages are based on a customer universe of approximately 3 million people.

Let’s Consider Customers with

More than 1 Vehicle

Vehicle B

Selling Retailer

ServicingRetailer

ILM LeadRetailer

Vehicle A

Selling Retailer

ServicingRetailer

ILM LeadRetailer

Vehicle C

Selling Retailer

ServicingRetailer

ILM LeadRetailer

Multi-Vehicle Customers and

Multi-Vehicle Households• Customer can receive sales communications from any qualifying retailer (see previous slides) for any

of the vehicles to which they are associated.

• Maximum sales communicators = 3 x number of vehicles.

• Customer will only be included once in any individual retailer’s Market Driver list, no matter how many vehicles qualify them to be in the list. We do not have “householding” capability.

Other Considerations: Limiting

Number of Communications Received

• There is a potential for overuse of Market Drivers – especially using the email channel. Customers receiving too many communications will either opt out or start ignoring all Subaru communications.

• To assist with communication fatigue, each market driver will recommend target lists for each Market Driver to help limit communications to any one customer.

• Also, the tool allows for a default maximum limit of 4 service and 4 sales communications per customer in a 30 day period. This default is only in place for Market Drivers and a retailer can request it be lifted for a specific Market Driver.

Customer Examples

Retailer A

Retailer B

Retailer C

Sales Communications to Bob

• Bob has a 2010 Tribeca


– service Loyal at Retailer A

• Bob has not submitted any

ILM Leads

• Retailer A sends Sales Communication One

Retailer A

Retailer B

Retailer C

Sales Communications to Sally

• Sally has a 2011 Forester

– purchased at Retailer A across

town

– service Loyal at Retailer B near

her office

• Sally has not submitted any ILM

Leads

• Retailer A sends Sales Communication One• Retailer B sends Sales Communication Two

Retailer A

Retailer B

Retailer C

Sales Communications to Jane

• Jane has a 2013 Impreza


town

– service Lost at Retailer B near

her office

• Jane submitted an ILM Lead to

Retail A and Retailer C

• Retailer A sends Sales Communication One • Retailer B sends Sales Communication Two• Retailer C sends Sales Communication Three

Retailer ARetailer B

Retailer CRetailer D

Sales Communications to the

Jones Family – “Household”Mom has a 2011 Forester

– submitted an ILM Lead to Retailer A, Retailer B and Retailer C

– purchased at Retailer A across town because they offered the best deal

– service Loyal at Retailer B near the house

Dad has a 2012 Legacy– submitted an ILM Lead to Retailer A because that had gotten a good deal on their

last car


– service Lost at Retailer C near his office

Junior has a 2005 Outback– Submitted an ILM Lead to Retailer B and Retailer C

– purchased used at Retailer C near Dad’s office last month

– service Lost at Retailer D near the community college

• Retailer A sends Sales Communication One• Retailer B sends Sales Communication Two• Retailer C sends Sales Communication Three• Retailer D sends Sales Communication Four

Retailer A

Retailer B

Retailer C

Sales Communications to Sue

- Customer Moving

• Sue has a 2012 Outback


– service Loyal at Retailer B

• Sue moves more than 100 miles into

Retailer C’s AOR

Note: if Sue lived more than 100 miles at the

time of purchase, Retailer C would not

communicate with Sue; only if she moved (we

get an NCOA)

• Retailer A sends Sales Communication One• Retailer B sends Sales Communication Two• Retailer C sends Sales Communication Three

Combined Sales/Service

Rules

Combined Sales/Service Communications

Service NEW

Service LOYAL

Service LOST

Service DMS PROSPECT

Combined Sales/Service communications include both vehicle sales

and parts & service offers, which also includes News Connect. The

following customers can receive combined Sales/Service pieces:

• Service-Assigned – NEW: You sold the vehicle (new, used or CPO) within

the last 12 months, but that vehicle has not been serviced by any retailer

since purchase.

• Service-Assigned – Loyal: Vehicle has been serviced at your retailer

within the last 12 months. Vehicle has not been serviced at any other

retailer twice consecutively (more than 20 days apart) within the last 12

months.

• Service-Assigned – Lost: Vehicle has not had service in any retailer for

12-24 months. Vehicle has previously been New or Loyal at your retailer.

• Service-Assigned – DMS Prospect: Customer associated with the vehicle

lives in your AOR. Vehicle either has not had service in at least 24 months.

• ILM Lead/Non-Owner: Person submitted an ILM Lead that was assigned to

your dealership and that person was not matched to a customer who either

previously purchased a Subaru vehicle from you or is associated with a

Subaru vehicle that is service-assigned to you per the service business

rules.

ILM Lead/Non-Owners

Customer Examples

Retailer A

Retailer B

Retailer C


Communications to Bob

• Bob has a 2010 Tribeca


– service Loyal at Retailer A

• Bob has not submitted any

ILM Leads

• Retailer A sends Combined Sales/Service Communication One

Retailer A

Retailer B

Retailer C


Communications to Sally

• Sally has a 2011 Forester


town

– service Loyal at Retailer B near

her office

• Sally has not submitted any ILM

Leads

• Retailer A sends Combined Sales/Service Communications One

• Retailer B sends Combined Sales/Service Communications Two

Retailer A

Retailer B

Retailer C


Communications to Jane

• Jane has a 2013 Impreza


town

– service Lost at Retailer B near

her office

• Jane submitted an ILM Lead to

Retailer A and Retailer C

➢ Retailer A sends Combined Sales/Service Communication One

➢ Retailer B sends Combined Sales/Service Communication Two

➢ Retailer C sends Combined Sales/Service Communication Three

Retailer ARetailer B

Retailer CRetailer D

Combined Sales/Service Communications

to the Jones Family – “Household”Mom has a 2011 Forester

– submitted an ILM Lead to Retailer A, Retailer B and Retailer C

– purchased at Retailer A across town because they offered the best deal

– service Loyal at Retailer B near the house

Dad has a 2012 Legacy– submitted an ILM Lead to Retailer A because that had gotten a good deal on their

last car


– service Lost at Retailer C near his office

Junior has a 2005 Outback– Submitted an ILM Lead to Retailer B and Retailer C

– purchased used at Retailer C near Dad’s office last month

– service Lost at Retailer D near the community college



• Retailer C sends Combined Sales/Service Communications Three

• Retailer D sends Combined Sales/Service Communications Four

Retailer A

Retailer B

Retailer C

Sales Communications to Sue

- Customer Moving

• Sue has a 2012 Outback


– service Loyal at Retailer B

• Sue moves more than 100 miles into

Retailer C’s AORNote: if Sue lived more than 100 miles at the time of

purchase, Retailer C would not communicate with Sue;

only if she moved (we get an NCOA)



• Retailer C sends Combined Sales/Service Communications Three

Documents

Retailer Customer Assignment Business Rules · a customer who either previously purchased a Subaru vehicle from you or is associated with a Subaru vehicle that is service-assigned