Based on our extensive experience, we directly arrange customer visits for their first maintenance service and ensure their loyalty during subsequent maintenance. We have also seen how difficult it is to retain new buyers who are late for the first visit.

Following a compilation of results obtained after more than 150 start-ups of our dealers, we observed that while these new customers were clearly identified and a retention strategy was customized for them, more than 80% of them did not react to the efforts made. This constitutes a huge revenue loss, considering the strategic value of these customers for the service department.

Almost all dealerships incorporate some kind of service reminder as part of their customer loyalty efforts. In order for this reminder to be credible and effective, it is important for this process to be continuous and for the recommendations to be justified.

After thousands of calls made by our agents, we are convinced that most drivers are not aware of the manufacturers’ maintenance recommendations for our harsh climate. And when reminders are provided sporadically, instead of "educating" our customers and guiding them appropriately, we confuse them. The consumers then perceive the company as disorganized and have doubts about the information received.

Suly recently conducted an analysis at a dealership to determine why there was a sudden surge in customers asking not to be contacted further. Upon analyzing the various types of contacts and targeted customers lists for eight months, we found that several people had been contacted by phone and/or email more than five times! The managers’ reactions were unanimous: how could this have happened?

As the saying goes, "leave well enough alone." Sometimes it is by trying to improve that we achieve the opposite effect, and when trying to build customer loyalty to bring customers back to our service department or sell them a new vehicle, all we do is annoy them to the point of never seeing them again. Fortunately, there are ways to avoid this serious mistake.

What can be interpreted as harassment usually starts with excellent intentions. You wish to communicate with your customers, to make sure their vehicles undergo the recommended maintenance; you contact them again regarding their satisfaction with us, etc. But when these efforts are too frequent or inappropriate, they are badly perceived.

When it comes to customer satisfaction with the purchase and after-sales service, many surveys conducted by automakers compare trader performance locally or regionally. The analysis of these statistics and indicators is undoubtedly a good practice, but it is incomplete if it does not include an in-depth analysis of the customers’ actual expectations.

Even if consumers assure you that they are satisfied with their experience, despite considering your services expensive, you have no guarantee that they will continue to be your customers. If they are not informed of your competitive packages, for example, or the added value of your services, they will probably go to independent shops and major chains for their aftermarket needs towards the end of the guarantee. Remember that if the customer does not know about it, you don’t do it!

The best asset a company can develop is a customer. Any business that wants to survive in a competitive market has no other choice. It is a valuable asset that must be preserved and increased in number and quality.

Even if your customers have bought a vehicle, nothing is guaranteed. When communicating with them, make sure that your contact is justified and that your data is accurate.

A study conducted by Gartner Research reveals that a customer list that is not maintained deteriorates by 2% per month, becoming a major obstacle to the success of various retention strategies implemented by any company.

Usually made up of buyers of your brand whose vehicles are two to five years old, this customer base could very well be served by your service department. Unfortunately, too small a percentage of that base decides to return.

What should you actually retain from all this? To answer this question, let's take a look at the current automobile service industry.