Enjoying what you’re reading? Sign up now.

Subscribe
Search

Inactive Customers Equal Potential Business

Article Highlights:

  • Every 20 customers brought back means $10,000 in potential service revenue.
  • Engaging, personalized direct mail campaigns will bring customers back.

The average vehicle makes 2.7 service visits per year with an average bill of $178 per visit. Franchise dealers are only getting 30 percent of these visits—missing out on as much as $99 billion in revenue each year. How long has it been since your customers last visited your dealership? What could bringing them back mean for your business?

Bring Them Back Before They Forget You

When customers reach the critical point where they have defected, it’s important to get their attention back from where they turned for service. Every 20 customers brought back means $10,000 per year in potential revenue for your service department, so how should you get them to return?

There are definitely wrong ways to bring them back! Check out the video above to see how to do it right with direct mail campaigns.

Share this Article

Director of Marketing, Reynolds Document Services

Chuck Havener is the Director of Marketing for Reynolds Document Services at Reynolds and Reynolds. Havener has more than 15 years of experience serving the automotive industry. His teams are responsible for the product management, marketing communications, compliance, and pricing functions for the Reynolds Document Services business.

Related Articles:

Change is inevitable. But it’s also hard to accept and understand. In our industry, one change becoming a prominent force is digital document storage. Physical

The day when millennials are the number one customer in the car-buying market is fast approaching. What draws this generation’s attention? The answer may be

An F&I manager once shared with me a work-stress nightmare he’d had. Trapped in his office in a steadily rising sea of paper, he was

We all agree business in the front end over the last few years has been impressive with new car sales reaching over 17 million units.