Several of you who have been in your stores long enough to see customers return to purchase another car have mentioned to me that when they present the menu to them, or when they talk with them about repurchasing the products that they bought for the last vehicle they often hear the same answer: No, I bought it and never used it. Depending on the product, I’m sure that this is a possibility. I also think that after a customer leaves the dealership, they often don’t remember what they did purchase. Many times, when the car returns as a trade in, the paperwork is in the glove box, or in an envelope still sealed. Is it possible that they could have needed the product and could have gotten use out of it and value for their dollars if they had remembered?
My question to you is this: Would it be a good idea for the customer to receive a reminder at some point that they have purchased these products? Perhaps a year later a notice could be sent by way of email that if they need a tire repaired or replaced due to a road hazard that they should remember to contact (fill in the blank) to get it paid for because they were wise enough to see that possibility and purchased that protection. Three years after the sale could be the time to remind them of the service contract that they purchased and all of the benefits they receive once their factory warranty is ended. The communication could also be a way to remind them of some of the procedures that you may not normally cover; for instance, that any claim has to be called in prior to getting the repair or replacement done.
With the availability of CRM systems it may not be time or labor intense to set it up for specific dates or time intervals when these would be sent. The question is, would the updates help the customer remember to use the products or is it possible that they would cause the customer to think about cancelling it?
Let me know your thoughts on this, both positive and negative!
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