The latest analysis on service reminder contact cycles shows that, contrary to common practice, there is no reason to be afraid of contacting customers more often when a service is due.
Customers are happy to receive, and act upon, service reminder emails 60 days before the due date, with up to 50% of service enquiries coming from this first reminder.
Further reminders also prove effective. A follow-up to non-responders at 46 days prior to the service due date will on average generate a further 35% of total service enquiries from the campaign.
However, for those customers who still haven’t taken action, a further reminder that spurs action at seven days before the service is due is needed.
Never too late
Even when the date has passed, it appears that the opportunity has not. Some 10% of service enquiries come from customers contacted after the service due date has lapsed, and this is even higher for volume brands.
Optimum timings for lapsed follow-up are two weeks overdue, one month and two months overdue. In short, up to six attempts to contact customers are all effective, even for updating records as customers advise they no longer own the car or that they’ve had it serviced elsewhere.
Email is best
Email is by far the best way to contact customers about service reminders – 45% prefer e-mail to any other channel, with the next best choice being SMS at only 19%. Email is not intrusive. It provides the links to allow customers to take action instantly or at a time that suits them, and it will generate a large number of phone calls as a primary response channel.
Our conclusion is that being more pro-active with a comprehensive service reminder plan is seen as genuinely helpful by customers, produces increased service bookings and improved data quality.