CK Auto Services
- Home
- Single Portfolio
Date
November 11, 2019
Client
CK Auto
Category
Consultation
Location
Toronto
Challenge
We teamed up with a BMW dealer to combat their high post-warranty defection rates, decreased billable hours, and low repair orders. We knew that the best way to solve these issues was to catch vehicle owners online, address their concerns about dealer service prices, and create a better online customer experience. But, they were already running a paid search campaign with another agency that was created to do just that. The challenge we faced was to develop a strategy that outperformed the dealership’s current strategy and helped increase their service traffic and revenue – without requiring a larger budget.
Solution
Studies show that drivers believe dealers offer high quality service, but at a high price. They see independent shops as more convenient and believe they are more reasonably priced. By carefully analyzing the social, economic, and technological forces affecting dealer service, we discovered a few important trends.
We knew that paid search would be an important aspect of our strategy and that we would need to offer discounts in order to incentivize drivers into the dealership. What caught our attention was the fact that dealer websites, though customer-facing, don’t offer a positive customer experience for service visitors. Because of this, we knew we had to create a strategy that offered drivers a significantly improved customer experience, from their initial search to the moment they scheduled an appointment.
Results
Our goal was to increase customer retention, billable hours, and repair orders without increasing our dealer’s budget. After just one month, our Service Combat Strategy significantly outperformed the prior agency’s results (15 phone calls).
