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Wayne George

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More Manufacturer Recalls Are Coming: Here’s Your Checklist to Make the Most of Them

recall

Experts believe that we’ll see more frequent and larger automotive recalls in the future, as regulatory agencies increase their scrutiny of the automotive industry. After a record-breaking number of recalls in the last few years—and today’s highly publicized emissions concerns—it looks like that is a safe bet.

Fortunately for dealers, though, owners report that they are pleased with service during recalls. The J.D. Power 2015 U.S. Customer Service Index Study found that “overall satisfaction among customers who take their vehicle to a dealer for recall-related work improved to 789 on a 1,000-point scale, up from 777 in 2014.”

It’s clear that while recalls may strain the service department, they present a great business opportunity for your dealership. Here’s my checklist to help your dealership get the most out of manufacturer recalls.

First, the basics:

  • The primary goal of every recall should be to retain all your current customers by providing them with exceptional customer service.
  • The second goal is to “WOW” any first time or former customers during this visit in order to make them or recapture them as service clients.
  • Every recall comes with problems, so get your team together and create plans that address anticipated issues.
  • Make sure every vehicle serviced is handled as you would a customer pay repair.

Now, how you can make a stellar impression and secure more customers:

  • Make sure your team has a plan in place that assures an email address is captured or verified for every recall customer that comes into the shop.
  • Specifically identify any new customers or former customers. These are people new to your area, customers that have never returned for service or customers you once serviced that have not been in during the last 6 months.
  • Have a promotional package of “Welcome” or “Welcome Back” materials that will bring these customers back to you for future maintenance. Do not sell any repairs or maintenance during this visit. Only complete the recall repair unless something is specifically requested by the customer, or if you discover a problem with a safety related item.
  • Be sure that your Service Manager (not a clerk or an advisor) contacts every one of these “newly found” customers after their visit. We want to know how the repair visit went and also want to take the opportunity to welcome them back for future service.

Have manufacturer recalls positively or negatively impacted your business? What steps have you taken to ensure you’re getting the most from these opportunities? Tell us below.

About the author

Wayne George

Wayne George

Wayne joined NCM Associates, Inc. in June 2000 as an Executive Twenty Group Moderator. Prior to his joining NCM, Wayne has spent 29 years in the retail automotive world. He was also a charter member of the NCM General Managers Top Twenty Group for 7 years. Wayne’s background is in accounting and general management. Having had P&L responsibilities for the last 15 years, and having performed duties in all areas of dealership operations, makes Wayne well prepared for his moderator position. Wayne has the unique abilities of being able to look at the numbers and identifying what is going on behind the scenes, and then provide the insight for making effective changes in any operation.

Permanent link to this article: http://blog.ncm20.com/2015/11/more-manufacturer-recalls-are-coming-heres-your-checklist-to-make-the-most-of-them/

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