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Grip : GRIP February 2012
CUSTOMER EXPERIENCES GRIP suBaru Locator app LauncHed Check out subaru.com.au Q4 serVice numBers teLL interesting storY Mark Robinson Customer Retention & Aftersales Marketing Manager THE Service Customer Retention results for the final quarter of 2011 are now available and show that many retailers improved their service retention results significantly. The results are on the SCR Dashboard, located on Subaru Central. The improvements demonstrated by many were achieved through a dealership-wide focus on customer retention and having solid marketing plans in place that were well executed. With the start of a new year it is time to review your results for 2011 and look at your successes, along with those things that didn’t work and what influenced each of those results. 2012 is going to be an exciting time for the brand with XV, and new generation Impreza, arriving in the first half of the year. The entire service network need to ensure they are ready for the increase in customers requiring service, and to have the staff and processes in place to maintain the high level of customer service that has been delivered over the last few years. National Results – Retailer Service Customer Retention The retailer national average for Year 1 Service Customer Retention was 60.04 per cent, which was slightly higher than the 59.59 per cent result from Q4 2010. The results for the five -year total was 39.38 per cent, which remained the same as the previous 12 months. National Results – Network Service Customer Retention The network retained 74.94 per cent of customers for Year 1 Service Customer Retention in Q4 2011, which was a decline of 2.01 per cent over Q4 2010, which was 76.95 per cent. Again, there was a slight decrease with the network’s results, with the five-year average for the Network for Q4 2011 being 57.2 per cent, in comparison with 58.3 per cent for Q4 in 2010. Celebrating the Top Performers in the Network The top performers for Q4 2011 in each Category for Year 1 True PMA Service Customer Retention are listed below: Cat A Key Motors 87.78% Retail Service Customer Retention Trends Network Service Customer Retention Trends Cat B1 Hunter Subaru 84.87% Cat B2 Port Macquarie Subaru 82.73% Cat C1 Eblen’s at Angaston 94.92% Cat C2 Bill Hull Car Centre 92.31% Cat Z Subaru Mentone 81.61% Congratulations to each of these retailers and their staff for ending 2011 on top of their category. SUBARU Australia has just launched its latest App for the Apple iPhone. The App allows customers to find their nearest Subaru Retailer, Subaru Service Centre and Subaru Preferred Collision Repairer located in Australia quickly and easily. Features include: A “nearby” search function finds Subaru Retailers, Service Centres and Preferred Collision Repairer within a 20km radius, based on current location Search by suburb to find locations in a selected suburb Advanced search for Subaru services The ability to get directions and contact details for all Subaru Retailers, Service Centres and Preferred Collision Repairers The new App is being promoted on subaru.com. au and will be included in various forms of marketing material. It’s free to download now through the Apple App Store. INSIDE GRIP HOME PAGE FROM THE MD IMPREZA COMMENT SMALL WITH IT ALL CUSTOMER EXPERIENCE NEW IMPREZA IMPREZA HIGHLIGHTS MARKETING WHAT’S IN THE PRESS TRENDS DEALER RANKINGS
GRIP January 2012
GRIP March 2012