Automotive Marketing CRM System Helps Increase Dealership's Service Business 40%
BOERNE, Texas, Sept. 12, 2013 /PRNewswire/ — Toyota of Boerne, one of the fastest growing Toyota dealerships in Texas, has been recognized as having the highest customer retention rate of all Hill Country Toyota dealerships and is rated #6 in Toyota's Gulf States region for dealerships of its size, according to Shawn Vaughan, Toyota of Boerne general manager.
According to a JD Power study, customer retention for the Toyota brand nationwide decreased by three percent from 2009 to 2012. Vaughan said that Toyota of Boerne had also experienced a decrease in its service business and customer retention rate in 2012, and contracted with Houston-based automotive marketing CRM provider Unotifi to implement an automated service appointment and scheduling process.
Working with Toyota of Boerne, Unotifi developed a customized, multi- tiered appointment communications program that automatically set service appointments for customers who purchased a new or used vehicle, as well as those customers who brought their vehicles into the dealership for service.
Once the tentative appointment was set, the customer received an email notifying them of the appointment and providing them with an option to confirm, reschedule or cancel the appointment. The same process was repeated 10 days prior to the service date for customers that did not respond to the first email. Five days prior to the service date, dealership service coordinators contacted customers by phone to follow up.
After implementing the program in late 2012, Toyota of Boerne has realized a 220% increase in the number of appointments and more than doubled the appointment to RO ratio over the prior year.
"Technology and the way people communicate has changed dramatically over the last few years," said Vaughan. "Unotifi helped us take advantage of this change by implementing a messaging platform that supports a one-on-one relationship between the dealership and our customers that is absolutely critical to loyalty and retention."
Vaughan noted that since implementing the appointment process, Toyota of Boerne improved from last to first place in the Hill Country district in the category of Next Service Appointments. Overall, the dealership's service business has increased 40% since implementing the Unotifi system.
For more information, visit www.toyotaofboerne.com or www.automotivemarketingcrm.com.