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Measure your success! 

The retention trends allows you to at a glance measure the performance of your CRM efforts, as well as create and stick to an action plan for improvement.

Solution

On your Dashboard!

Just click the name of the month > Trends

ret trends access

# Appts Scheduled for all retention campaigns

CR 1

What is this graph telling me? This graph shows you the total number of appointments scheduled through all campaign types (email, postcard, and calls) in each two week period.

What are the best practices I can implement to improve?  Since this KPI shows us performance of three different types of campaigns, there are many things that can be done to improve

  • Email Collection needs to be at least 80% by checking the % of work orders with emails graph. If it’s below, the very first thing to do is collect more email addresses so email campaigns are more effective.
  • Run Call Campaigns to increase the # of appointments scheduled. It is recommended they spent at least 30 mins/day at least 3x a week making service reminder calls. Refer shops to the Retention Call Campaigns tips and scripts document.
  • Implement Postcard Campaigns, starting off with a We Miss You campaign is highly effective. Contact your product adviser to learn more.
  • Implement regular Email campaign specials  (we miss you, back to school, tax season, etc) that are sent out no more than once a month but no less than once every 2 months.
  • Make sure your service reminders are as effective as possible by making personalized recommendations/declined jobs in your POS. Service advisers must review jobs needed at next time during Vehicle Pick Up and tell motorist that they will be sent an email reminder when the service is due. Here are POS specific instructions how to do this.

 

%WOs With Emails

CR 2

What is this telling me? This graph shows you how well or how poorly your shop does at collecting email addresses. It is highly recommended that they collect at least 80% of motorists’ emails.

What are the best practices I can implement to improve?

At Vehicle Drop off, the shop needs to implement the Drop Off Script to make sure expectations are properly set and all critical information like email addresses and phone numbers are collected.

Appointments to Opened Emails/Made Calls

CR 3

What is this telling me? This graph tell us the effectiveness of email and call campaigns. The darker blue bar shows the # of emails sent, and the light blue bar shows the # of calls made.

What are the best practices I can implement to improve?

  • Make sure your service reminders are as effective as possible by making personalized recommendations/declined jobs in your POS. Service advisers must review jobs needed at next time during Vehicle Pick Up and tell motorist they will be sent an email reminder when the service is due. Here are POS specific instructions how to do this.
  • Run Call Campaigns to increase the # of appointments scheduled. It is recommended they spent at least 30 mins/day at least 3x’s a week making service reminder calls. Refer shops to the Retention Call Campaigns tips and scripts document.

 

%New Customers of All Visits

CR 4

What is this telling me?

This shows you how well your shop is doing in terms of having a good balance between new and returning customers. A general auto repair shop has 25% new and 75% returning customers, but your shop may vary depending on location and specialty.

What are the best practices I can implement to improve?

This graph is a good way to take your shop’s temperature in general. New customers too low? Perhaps it’s time to investigate Top Fuel web presence or adwords.

% First time Returning Customers of New Customers

CR 5

What is this telling me?

This shows you how well the shop does at converting new customers to returning customers. It answers the question, how many of my new customers actually come back for a repeat visit?

What are the best practices I can implement to improve?

There are a lot of factors that go into a customer’s decision to return or not after the visit. Some areas to consider investigating are:

  • Does your service adviser have enough time at the counter to connect with customers and take care of them properly?
  • Are you attracting price shoppers? Does your marketing strategy need adjustment?
  • Are you leveraging Smartflow digital inspection and photos to build trust with the customer?

Total # of Text Opt ins and Mobile App Downloads

CR 6

What is this telling me?

This shows you how well your shop gets customers to engage on mobile devices, the number shown is a combination of the two methods.

What are the best practices I can implement to improve?

  • Text Messages: At Drop Off, the service adviser needs to offer the motorist the option of being communicated with via text. To best do this, your shop should implement the Drop off Script.
  • Mobile App: At drop off or pick up, mention the mobile app. There should be an app only special configured as incentive to download it. You can do this from your AutoVitals dashboard > Myshop > Customer messages.

Average RO

CR 7

What is this telling me?

This shows us the average value of each repair order.

What are the best practices I can implement to improve?

  • Making personalized recommendations/declined jobs in the POS must be done at pick up. Service advisers must review jobs needed at next time during Vehicle Pick Up and tell motorist they will be sent an email reminder when the service is due. This and more is explained in the Pick Up Script.
  • Follow our best practices in taking inspections and educating the customer with those results. Check out the Master Standard Operating Procedures for Smartflow.

% Appointments Through Retention Campaigns

CR 8

What is this telling me?

This graph the same thing as the graph called # Appts scheduled for all Retention Campaigns in Baseline Report. This graph is just the % version of those numbers. Therefore, the recommended best practices are the same.

What are the best practices I can implement to improve?

See best practices in the #Appointments Scheduled for All Retention Campaigns tab

How can I leave notes?

CR 9

It is highly recommended to leave detailed notes after reviewing the graphs to remind you of what needs to be done and helps you stay accountable.  These notes will save for you right here in the graph so that next time you review the graphs, you can measure how you did at reaching your goals and performing the action items you chose.

Current Process

Without the information easily provided to you in the Retention Trends graph, it would be extremely time consuming for you to assess the success of your CRM program. The ability to add and store notes right on the dashboard keeps you accountable for your action items and goals.

Best Practice

The best practice recommended for using the Retention Trends graphs is to review this twice a month (after each service reminder is sent on the first and third Mondays). One of these reviews should be with your Product Adviser.

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