It’s important to do a great job with all of your customers, but it’s especially important with the ones who’ve spent the most at your dealership over time.
These are your VIPs, the ones with the highest lifetime value for your business, and the most potential to make large expensive purchases with you.
It makes good business sense to ensure they get the best service you have to offer.
To find these customers, you can use Customer Service History Reports to track them over time.
Here’s what you would do:
Step 1: Add a report.
Go to Service (Options) – Functions – Define Customer History Report – Define Customer History Report. Create and name your new report.
Step 2: Define and set up the report in the Customer History Selections screen.
Go to Service (Options) – Functions – Define Customer History Report – Customer History Selections. Make the following entries:
This option selects service dollars spent in the service drive by each driver.
Values: CUS, XXXXXXXXXX – 9999999999
XXXXXXXXXX represents the lowest total service dollars spent by one driver for which you want to select records. The entry of CUS selects customer pay dollars. Other possible selections include:
WAR – warranty.
EXT – extended service contracts.
Step 3: Determine what prints on the report in the Print Layout for Standard Reports screen.
Go to Service (Options) – Functions – Define Customer History Report – Print Layout for Standard Reports. Choose the data you’d like the report to include.
Step 4: Request the report in the Customer History Report (CV) screen.
Go to Reports – Household – Customer History Report (CV), and request the report.
After you’ve run this report, take some time to brainstorm ways to exceed expectations for the top 10 customers on the list. Even something as simple as a hand-written note can go a long way with your best customers, and it can mean significant additional revenue for you and your business over the long run.
For more great information about how to use your Reynolds system, check out the upcoming web-based and in-class training available from Reynolds Software Education.