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Grip : November 2011
AFTERSALES GRIP Check out the new Subaru website subaru.com.au INSIDE GRIP HOME PAGE AFTERSALES PARTS & ACCESSORIES WHO’S WHO MARKETING AMBASSADOR TOURER CONCEPT BRZ CONCEPT STI BRAND COMPARISON DEALER RANKINGS SPORT SERVicE cuSTOMER RETENTiON RESulTS ON ThE uP Mark Robinson Customer Retention & Aftersales Marketing Manager A DETAILED analysis of the recently released Q3 2011 Service Customer Retention results reveal that there have been some fantastic improvements from a number of retailers. These retailers have worked hard on developing action plans and implementing these successfully over the previous quarters. It is important that all retailers continually monitor the results of their implemented plans to ensure goals are reached and new plans are developed to maintain the success in the long term. Click here to see the latest SCR Leaderboard. Network Quarter 3, 2011 Results The Network has maintained its Year 1 Service Customer Retention performance at 76 per cent. However, Year 2 retention has had its third successive decline with only 66 per cent of service customers returning to the Network during their second year of ownership. The Network’s focus on retaining new owners during their first year is a good result, however the increase of defections during the second year of ownership is a concern. This will, of course, have a flow on effect totheYears3,4and5of ownership in the coming quarters. Retailers must continue the focus on selling the benefits of Subaru Genuine Service and pay service staff on what brings customers back, and not what drives them away. The five-year average, has declined for the first time in five reporting periods with a 1 per cent decrease. Retailer’s Quarter 3, 2011 Results The Year 1 result of 60 per cent has been maintained for the third successive reporting period but, as highlighted in the Network’s results, the trend of the Year 2 decline and following years needs to have immediate retailer at tention with plans developed to improve this. Celebrating the Top Performers Many Retailers across Network Service Customer Retention Trends Retailer Service Customer Retention Trends Cat A Key Motors 88.89 per cent Cat B1 Hunter Subaru 80.56 per cent Cat B2 Bundaberg Subaru 89.74 per cent Cat C1 Eblen’s at Angaston 98.33 per cent Cat C2 Bill Hull Car Centre 95.45 per cent Cat Z Subaru Mentone 84.35 per cent the network continue to deliver fantastic customer experiences to Subaru owners and these are reflected with their SCR results and of course, NPS. The top performing retailers in each category for Q3 2011 Year 1 True PMA Service Customer Retention are: MATT Goss has earned the repuation as one of the brightest stars in world cycling. The 2011 San Remo Classic winner is back in Launceston for the summer of cycling. He’s now driving a WRX STI, having collected the keys from Neil Buckby Motors’ Shane Lohrey. cyclE STAR GETS kEyS TO WRx STi
GRIP October 2011
GRIP December 2011