Friday, September 24, 2010

Digital Strategies Do Impact Customer Service Behaviors and Intentions

We just completed our Digital Impact Service Survey of 3,000 automotive service customers. We will be reviewing the survey results at the Digital Summit on October 14th and 15th. Here are a few nuggets to consider. Only about 25% of survey respondents use the internet to check the “ratings” of the service providers.

Whew! Not yet.

Of this 25%, 40% switch providers based on ratings, regardless of user age. It wasn’t just the young folks.

Hey, it’s only 25% of your digitally savvy customers that you’ve got to worry about.

Do you think this percentage will be increasing in the future?

That was a rhetorical question.

What do you do about this? The bottom chart tracks customer visits to the OEM owner center (OC) (by non-dealer customers) versus the likelihood to consider the dealer for service. It looks like effective “sticky” owner centers have a pretty profound impact on service repurchase intent. We suspected this.

Bottom Line: We will learn a lot more about the impact of the internet on our owners at the Digital Summit. See you there.

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