Unlocking the Power of Telematics to Effectively Market to Automotive Repair Customers
Our previous entry discussed ways repair shops can optimize workflows and partner with customers on their automotive journey, and what better way to do both than having an unparalleled view into the real time needs of each of their specific vehicles?
It’s estimated that by 2020, nearly 90% of new vehicle sold in the United States will be equipped with telematics. For service centers, tapping into lucrative telematics data both creates new revenue streams and takes customer engagement to the next level with real time service monitoring and proactive marketing. The Automotive Aftermarket Suppliers Association (AASA) notes that “by communicating directly with motorists through their vehicle, this technology shift fundamentally changes aftermarket relationships with consumers. It creates a new dialogue between the end customer and service provider, which is a potential seismic shift that impacts everyone in the industry.”
By leveraging telematics-enabled shop solutions that communicate with a vehicles OBD II and EOBD interface, businesses gain the ability to market directly to customers by wirelessly “speaking” to vehicles whenever they malfunction, need repairs or break down. Gone are the days of reminding customers of their next service with flimsy window decals; shops can now track mileage and notify customers immediately when a service or repair is needed, thus closing the loop between customers and their support needs. Armed with deep visibility into service needs, repair shops and service chains can evaluate demand to effectively plan and deliver services more accurately than ever before. Whether a customer needs a battery or a water pump as they approach the 60,000-mile service, automotive businesses will have the right part available at the right time and the right place. McKinsey states, “optimizing the maintenance supply chain…can boost asset availability by 10 to 30 percent, while also keeping inventory costs down.” In our connected ecosystem, timing is everything.
Keeping track of customers, vehicles, and their needs shouldn’t be a full-time job. Empowered by telematics, service centers will never again need to remember or guess when a customer is due for their next service or have a blank expression on their face when a customer greets them by name. With the right solution, shops gain access to complete customer vehicle history at their fingertips, allowing them to greet any customer like an old friend the next time they walk into the service bay. Furthermore, telematics makes lengthy explanations regarding service necessity obsolete; the vehicle itself will indicate what it needs and why.
Through real-time vehicle monitoring tied to predictive maintenance, repair providers will shed their traditional paper and spanners for deep actionable insight into both mechanical and electronic vehicle issues. When all is said and done, harnessing telematics will allow automotive service centers to effectively market to the specific needs of their customers, not an arbitrary mileage number, enabling them to become a guardian angel to drivers by ensuring the vehicle they rely on everyday remains reliable.
Learn more at www.shiftmobility.com/blog
Source: 1. IHS Markit