Customer Engagement in 2015 - NACE

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Agenda

8:30 am Customer ServiceWhat is the data telling us?Key drivers & performance metrics

8:50 am Beyond the SurveyWhat makes people happy?Best practices

9:15 am The Digital AgeWhere do customers come from?Profile of today’s consumer

9:30 am Marketing DigitallyThe evolution of marketingTips: Taking you from Stress to Simplicity


National Provider/SupplierDatabase

National IndemnityDatabase

National Claims Events

Database

National CasualtyDatabase

MITCHELL CORE DATA ASSETS

Who we are& What we do

National Physical Damage

Database

10 Million• Service

• Quality

• Kept Informed

• Referral

• Policyholder Sentiments

40 Million• Vehicle

• Damage

• Estimate

• Body Shop

• Parts

• Labor

87 Million• First/Third

Party• Claim, Bill, line

detail• Charges• Injury• Treatment• Dates• Adjuster

12 Million• Business

• Location

• Task Detail

• Staff Utilization

• Journals/Diary

• Activity Log

10 Million• Policy

• Benefits

• Injury

• Impairment

• Cause

• RTW

10 Million• Identity

• Location

• Licensing

• Sanctions

• Volume

• Pricing

• Exceptions

National Claims/

Repair CSI Database


National Provider/SupplierDatabase

National IndemnityDatabase

National Claims Events

Database

National CasualtyDatabase

Who we are& What we do

National Physical Damage

Database

10 Million• Service

• Quality

• Kept Informed

• Referral

• Policyholder Sentiments

40 Million• Vehicle

• Damage

• Estimate

• Body Shop

• Parts

• Labor

87 Million• First/Third

Party• Claim, Bill, line

detail• Charges• Injury• Treatment• Dates• Adjuster

12 Million• Business

• Location

• Task Detail

• Staff Utilization

• Journals/Diary

• Activity Log

10 Million• Policy

• Benefits

• Injury

• Impairment

• Cause

• RTW

10 Million• Identity

• Location

• Licensing

• Sanctions

• Volume

• Pricing

• Exceptions

National Claims/

Repair CSI Database

MITCHELL CORE DATA ASSETS


*Net Promoter® and NPS® are registered service marks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Net Promoter Score* (NPS)The Ultimate Question

“How likely are you to recommend the shop to a friend or family member?”


Net Promoter Score* (NPS) on a napkin




Net Promoter Score* (NPS)The Ultimate Question

“How likely are you to recommend the shop to a friend or family member?”


NPS* Stars by Industry Sector*


Number of Shops

Avg. Surveys per Shop

Threshold of quarterly surveys 50 905 94

Average aggregate score 78.1% 905 94Top 25% aggregate score 87.1% 226 76Top 5% aggregate score 93.8% 45 68

0102030405060708090

NPS (%)

# of

Sho

ps

78%Industry Average

Collision Repair: Q1 2015Industry NPS = 78%

Top 5%: 93.8%Top 25%: 87.1%


Customer Service

Vehicle Delivery

Kept Informed1

2

3

Independent Metrics (Drivers) Dependent Metric(s)

R2 = 0.74

Shop Quality4

Refer Shop

Explain Process5

The verdict is in… Communication is the key!

Regression Results

Communication

Collision RepairWhat drives referrals in the APD industry?


Refer Shop Average Score 43% Drop in Referral

Collision RepairWhat drives referrals in the APD Industry?


South

East

Corporate

North

Central

West

Industry

Refe

r Sho

p

Kept Informed

Kept Informed metric clearly has a strong relational impact on Refer Shop

Real world illustration

Collision RepairMSOs: Kept Informed and Referrals


Agenda


8:50 am Beyond the SurveyWhat makes people happy?Best practices & ROI




Source: Heskett, Sasser and Schlesinger (Harvard Professors); The Service Profit Chain

Emotions!

Best PracticesWhat really drives customer satisfaction?


“People don't care how much you know until they know how much you care.” - John C. Maxwell, Author of:

Winning with People, Be a People Person, Relationships 101, and

several books on leadership

Best PracticesWhy care about customer satisfaction?


Best PracticesTip #1: Write estimates WITH rather than FOR customers…



When this happens, how many of you have actually EVER seen this happy family?


• General feeling of uneasiness

• Problems driving or riding in vehicles

• Not wanting to have medical tests done

• Irritability, or excessive worry or anger

• Nightmares or trouble sleeping

• A feeling that you're not connected to

other events or people

• Ongoing memories of the accident that

you can't stop or control

After a Traffic AccidentPost-traumatic Stress


Best PracticesTip #2: Care for the person before the vehicleAn accident is an emotionally charged time in a person’s life. Empathize.

Gently offer the following advice.

1) Talk to friends, relatives or a counselor.

2) Stay active. Exercise often and take part in activities.

3) Follow up with your family doctor to monitor your recovery.

4) It's important to try to get back to your usual activities, even if you're

uncomfortable or scared at first.

5) Learn to be a defensive driver.


Take the time to address unhappy customers.

Do everything in your power to remedy the situation.

It's not only worth keeping their business, but also avoiding any negative word of mouth exposure.

Bad customer service reaches nearly 2X as many ears as praise for good service experience


“Your most unhappy customers

are your greatest source of learning” “Customers don’t

expect you to be

perfect.

They DO expect you to fix things

when they go wrong.”Donald Porter, VP of British

Airways


During the Repair

• Customer Perception that you are working

Contact at least every other day

• Online customer updates must be accurate

Automated systems can help… or hurt!

Delivery Day

• “10:00 & 2:00” Rule

Call once before 10 AM Call once before 2 PM

• Use the words “kept informed” when closing with your customer…

Best PracticesTip #3: Keep Them Informed


Keep the tone friendly, personable, knowledgeable and professional

Shop Manager Office Manager Production Manager Technician

Best PracticesTip #3: People like to hear from people, not companies or corporations


• 7 of 10 callers hang-up and won’t call back after 3 rings

Back-up person to help answer phones

• First-impressions are key!

Build the relationship before going to the sale

• 15% hang up after 40 sec. on hold

• 84% of the message conveyed is in tone

Smile

• Set an appointment quickly!

Confirm it twice

• Collect all customer data upfront

Best PracticesPhone Customer Service


• “10-5 Rule”

• Use the customer’s name

• Warm hand-off

• Provide plastic bags for valuables

• Recognize that every customer interaction is an opportunity for loyalty

Best PracticesOnsite Customer Service


An accident is an emotionally charged time in person’s life. Empathize.

Segment your customers to figure out what they care about most.

Make surprises REAL, not opportunistic.

Recognize that every customer interaction is an opportunity for loyalty.… people love to talk and share stories with friends & family.

Best PracticesFind the “Wow” Factor


Source: brandingstrategyinsider.com

Customer Service – Bottom LineReturn on your investment


Agenda






Were do customers come from?


Customer Base

Awareness

Advertising?


Who guides consumer repairs today?

According to a Body Shop Business study, almost 65% from carrier partnerships.


Source: http://www.propertycasualty360.com, Melissa Hillebrand, Feb 2014 based on Accenture study

Today’s ConsumerInsurance NPS


Tomorrow’s ConsumerInsurance Price Comparison Sites


Is Your Organization a Wholesale Provider of

Collision Repair Services to Insurers?

Is the Consumer and Local Community Important to the

Future Success of Your Business?


The Digital AgeWord of Mouth (WoM) on steroids

The average consumer mentions specific brands over 90 times per week in conversations.

“Hey, have you heard of?”

92% of shoppers have more

confidence in info sought online vs. anything from a

sales clerk.

“I saw it on the internet”

81% of internet users are likely to

recommend a brand, product or service they heard about from friends

& family. “Who do you trust?”

90x 81%92%

Source: womma.org




Today’s ConsumerMobile is huge

Tablet

TV Phone

Laptop

Minutes spent per day


Today’s ConsumerImpact on a shop’s short & long-term success

• 25%

• 7 years

• 4.2

• $500


……

STRESS!


Agenda






Web presence

[

Mobile

[Where should you focus?Marketing digitally…

Social Media

[Email

marketing

[


Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014

Web presence

[

How do consumer’s search for local businesses?


Source: “Understanding Consumers' Local Search Behavior”, thinkwithgoogle.com, May 2014

Web presence

[

Do Digital Impressions Matter?


Percent of US online adults who have used the following customer service channels in the past 12 months

Source: Forrester’s North American Consumer Technographics Customer Life Cycle Survey 2, 2014; Base: 4,509 US online adults (18+)

For the first time ever…Website has surpassed phone!

Do Digital Interactions Matter?


Stress BustersWeb Recommendations

Many locations to be found• Location, Location, Location…• FB, Foursquare, Google+, Yelp, etc.

SEO Matters• Pay for it!

Online Lobby• Content is King! Make it easy, fun,

educational, and visual • Clear call to actions

Web presence

[


Web presence

[

Mobile


Social Media

[Email

marketing

[


Why is Email important to Collision Repairers?

Email marketing

[

Source: eMarketer.com, June 2014

You Can Track Every Email Email allows you to measure

delivered, opened, read, forwarded, unsubscribed, etc.


Email marketing

[

Source: ExactTarget



Source: ExactTarget



Email marketing

[

Source: salesforce.com/blog/2013/07/email-marketing-stats.html



Email marketing

[Stress BustersEmail Recommendations

Make Email Collection a Priority • An Email Address is worth $44

Use Email for all sales efforts • Closing deals: “Unsold Estimates”

• Thank You: Rating request

• Referral requests

• Special Promotions

• Educational Newsletters


Web presence

[

Mobile


Social Media

[Email

marketing

[


SOCIAL MEDIA has overtaken

porn . . . as the NO. 1

ACTIVITY on the web


72% of all internet users are now active on social media

• 89% of those between 18 and 29 years old

• 72% of individuals aged 30 to 49

• 60% of people between 50 to 60

• 43% of those 65 years old and above

71% of users access social media from a mobile device

Why is Social Media Marketing important to Auto Collision Centers?

Social Media

[


Online Reviews REALLY Matter!


Stress BustersSocial Media Recommendations

Participate!• Facebook, Twitter, Google+, Yelp,

YouTube, Pinterest, Instagram

• Listen First [Who is saying what, where?]

Automate and Integrate• Be the squeaky wheel and keep asking

for feedback

• Share reviews – digital word of mouth

Social Media

[


Web presence

[

Mobile


Social Media

[Email

marketing

[


Mobile

[

SMS

Source: sendmode.co.za

98% of texts are read

Texts are read within 5 seconds

Mobile phones are always within

an arms reach2 Billion active mobile phones

worldwide

Average person looks at phone 150 times a day


Data Usage

Mobile

[

internet in year 2000

mobile data

in 2014

mobile data usage in 2014 was

12x the size of

the entire internet in 2000

Source: Cisco's Global Mobile Data Traffic Forecast Update 2014


Mobile Design

Mobile

[

Consumer Abandonment

57% of users will leave your website if it is not mobile

friendly

Google’s Mobilegeddon!

changed its search algorithm to reward sites that are

mobile optimized

Source: konacompany.com/5-reasons-for-mobile-website-optimization/


Smart Phones and Apps

Mobile

[


Stress BustersMobile Recommendations

Text Messaging is required today• Unsold Estimate Follow Up

• Vehicle Repair Status

• 7-10% Promotion Response Rate

You MUST have a Mobile Website

Smartphone App• Real estate on the consumer’s main screen

• Communications, Branding, & Retention

Mobile

[


Create and Optimize

many locations

[

SMS to Apps: Communicate

with Immediacy

[Your Stress Busters!Marketing Digitally…

Active Participation

in Social Media

[An Email

Address is Worth $44

[


Market Disruptions

• Consumer has changed

• Industry Consolidation

• More repairs to less shops

• Margins Shrinking

• KPIs Increasing

Why a Digital Marketing Platform?


Technology Disruption

• Technology has changed: Devices, Automation, etc.

• Provide Shop with tools to ‘Level the Playing Field’

• Enable Shop to own the Consumer’s mindshare

Why a Digital Marketing Platform?


What’s in it for Your Shop?

Increased Revenues• Improved Closing Ratios (2-5%)• Sales of Adjacent Services

Increased Referrals/Retention • More Leads, more loyalty• More Online Reviews

Improved Branding • Own the Consumer’s mindshare


Estimated Return on Investment (ROI)

$72,500 Additional Annual Revenue

$6,000 Additional Monthly Revenue

1,110% Return On Investment

Note: ROI projections based on full use of the platform in a shop with

annual sales of $2M and a closing ratio of 65%


A Single Integrated PlatformDesigned to Help Your Shop…


What are the Benefits?

Drive Business Growth

Optimize Brand Equity

Improve Efficiencies

Convert more leadsTools that will increase your closing ratio

Increase ReferralsCreate loyalty programs and rewards for recommendations

Website trafficTactics directing people to your online lobby

ExtensionMarket and sell additional products & services

AutomationLet the system remember what needs to be done

TemplatesConsistent communications created once for reuse


THANK YOU

More info: Mitchell.com/DigitalMarketing

Date post:	12-Apr-2017
Category:	Marketing
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