There’s only one problem: my car doesn’t have 49,223 miles. In fact, I received this email about a month after I bought the car, and when I got the email my car had fewer than 37,000 miles on it. We know that inaccurate mileage estimates are a problem in these service reminders, but, in this case, both the dealer and the OEM knew the actual mileage of the car.
This example shows that we have problems on two levels.
- On a micro level, the problem is that we’ve got the wrong mileage estimate
- On a macro level, the problem is that our service marketing isn’t as effective as it could be.
Think about the process necessary for a customer to take action on an email service reminder:
- Open email program/website
- Click on dealer email, which likely looks like spam
- Read the entire email to see that service is required – and check that the email has the correct estimated mileage for the vehicle
- Click or call to schedule an appointment
- Go through appointment scheduling process
- See a service reminder pop up inside the vehicle
- Use the in-vehicle appointment scheduling feature/tool to set up an appointment
Bottom Line: In addition to its other benefits, telematics will solve some existing service marketing issues by targeting regular service reminders to those who really need them, and by making those reminders more accurate.