Don’t Assume Customers Prefer Emails

[Joe Marconi]

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[FROGFINDER]

The vehicles will be telling the customer what's needed and where to go for service. We (everyone in our shop) must give every person we meet a reason to remember us or refer us to other for automotive service. I find that our best referrals are from face to face human conversation and reminder results from post cards.

[Gary A]

Don’t Assume Customers Prefer Emails

 

Emails are a great way to communicate to your customers, especially with service reminders and recommendations. But, don’t blindly assume that customers prefer email correspondence or that the customer even reads their emails in a timely manner.

 

Many people, especially with home email addresses, don’t check their emails daily. And when they finally get to them, the “in box” is loaded with a back log of emails and your service reminder email may be missed as the customer quickly scans the emails and hits the delete button. Business people live by emails and text, that’s different.

 

At write up, particularly with first time customers, ask what form of communication the customer prefers and get permission for either: Email, Text, or Post card. We have many people who when asked for their use email, say yes and give us the email address. But when asked how they would prefer their service reminders, they tell us, “Post Card please.”

 

More and more shops are using text programs to remind people of appointments and to communicate with the customer. This technology has its place too. Again, just make sure you discuss with the customer that you use this technology and ask their permission to opt in.

 

One more thought, because of all the spam and junk emails we get, email may not be as effective as it once was. Post cards reminders and recommendations still have their place with CRM marketing.

 

 

Joe,

 

Great post. This is something that I have been thinking about. I was advised by my Mitchell CRM rep to put a coupon on my service reminders. I never get people responding to these reminders. I encourage them to bring it in and be entered int a drawing for a free oil change. I dont think many are reading the email service reminders. I like your idea of giving them options. They do come back for service though, maybe some just like the sticker

[Joe Marconi]

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