Marketing - Customer Relationship Management
Roadside Assistance Covers
Automation Premium allows you to issue roadside assistance to customers of your
choice. We currently manage a fleet of over 10,000 vehicles for our users. Data
is uploaded via the internet on a weekly basis. We produce the membership card
and enclose a "Thank you" letter. If your customer requires assistance there are
no extra charges to the auto repairer. This service is just one way we can
assist you to generate greater customer loyalty.
| ► | Breakdown | We Will Tow Up To 20Km |
| ► | Failure To Start | We Will Jump Start |
| ► | Flat Tyre | Replace With Spare Wheel |
| ► | No Fuel | Supply Up To 5 Litres Of Fuel At Owners Cost |
| ► | Lock Out | Contribute Up To $77 Per Locksmith Call Out |
Towing
Towing is restricted to 20Km. after which the
customer is liable for an amount charged per Km. Only one tow per breakdown is
covered. Smash towing is not covered.
After Hours Breakdown
Will require the vehicle to be towed to the
repairer and locked up at the owners risk. Alternatively the vehicle can be
towed to secure storage for delivery to the repairer ASAP, the customer will be
liable for the cost of the second tow.
Cover & Termination
Roadside assistance is only valid for the
vehicle detailed on this card. It is transferable to a new owner but not from
vehicle to vehicle. In the case of misuse the repairer reserves the right to
unconditionally terminate the benefits without notice. The recipient of this
card shall have no claim whatsoever for such termination.
Improve Customer Loyalty
We send a "thank you for the business" letter
with every roadside assistance issue, this is a personalised communication that
is sure to enhance customer loyalty. Remember the membership card states the
vehicle must be returned to the original place of repair unless the the tow is
more than 20 kilometres. Guaranteeing you gain more business.
Service Reminders Letters
An important function for any business is maintaining a regular
contact with clients. Automation Premium allows you to pre-set future service
dates and kilometres, having this information on hand gives you the opportunity
to send service reminders at a time when the customer is more likely to buy.
However it is not always possible to print, fold and post letters to your
customers as this function can be very time consuming. We have a cost effective
answer that ensures you don't miss out on those extra sales opportunities.
Microbase can help you gain new customers and retain existing customers by
offering a mailing and roadside assistance service. Transfer of data from your
PC is as simple as a couple of mouse clicks - we can even set the program to
remind you when an upload is due. You require no more than a modem and standard
Internet connection to access this service.
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Email Service Reminders
Email service reminders to your clients, there are two ways this can be
performed:
Plain text emailing
Automation allows you to communicate marketing
messages via email, the plain text email is created and sent to one or multiple
clients utilising the inbuilt marketing screen, interaction between client and
repairer is limited using the plain text option.
A custom message can be created to replace the
plain text email, knowledge of HTML coding is required but not essential. If a
logo is to be part of the custom message then the ability to host the logo on
the internet is required.
Enhanced email with Integrated booking function
As a business owner you get inundated with communications every day,
email, letters, pamphlets and newspapers to name a just few, due to the sheer
volume of material we become extremely good at “media filtering”. Think about
this how many times have you received a communication possibly a letter or email
and thought you would deal with the content at a later date, then completely
forgotten to follow through? It happens. How much easier would it be if there
was an immediate call for action that simplifies the response? You can send a
plain text message to your client via the marketing function which is in danger
of ending up in the to do or even worse the delete folder as it just does not
present as anything that needs your client’s attention.
To give you the best chance of an immediate response Microbase has taken a
different approach by implementing the following.
| ► | This email arrives as a letter complete with mail merge, logo and power margin |
| ► | Book now option allows the client to enter their preferred date and time for service |
| ► | Booking is transferred to site and populates the diary on the day chosen, confirmation or |
| alternate day / time can be by phone, email or SMS. |
The management process will populate your booking form automatically, no need to find the client, vehicle details or service due, the only time you will need to edit a repeat booking is when an alternate date/time is agreed. When the vehicle arrives simply open the booking and create the job card.
Email Marketing Schematic:
SMS Short Message Service Overview
Automation allows you to send SMS messages to clients by utilising an internet
gateway to a telecommunications service provider. You are able to store multiple
SMS messages, even select a default message that you would like sent to clients
as the job card is closed. To access this service you must contact Microbase to
set-up an account, on acceptance you will be provided with a logon and password,
your location will be billed on a monthly basis for the amount of SMS traffic
generated.
Sending
You can send SMS messages from either the job card on job close (if a default
message has been selected) or you can use the search criteria in marketing to
select single clients or groups to send a message to.
Job Close
This is an automated function that sends an SMS to your client as you close the
job card. For this to work you must select the send SMS on job close function in
settings / online. It is possible to choose an alternative message as you close
the job or send no message by selecting cancel from the message display.
Receiving
Clients can reply to any message sent from Automation, you will be notified of
any incoming messages via a prompt that will display at any point within the
application. The received message is logged in the task section of the client
card.
Marketing
You can use any of the search criteria from marketing to create a list to SMS
to, however be sure to select the Clients with mobile number only option from
the bottom of the data extraction screen. Choosing this option ensures only
clients with mobile numbers recorded on their client card are listed. Once you
have selected the criteria you wish to search by, select extract, the list will
be displayed. To send an SMS select the SMS option from the bottom of the
display.
Your list of SMS messages will display, highlight the message you wish to send
and select OK (F12). A message box informs you of how many SMS messages have
been successfully sent.
Managing Messages
Messages are managed from the Select an SMS display, this is selected from
either lists – SMS Messages – Settings – Marketing. To add a new message to your
list click on New (Insert) located at the bottom of the list. Complete the SMS
detail form and save with OK (F12) highlight the message you wish to send and
select OK (F12). To delete a message highlight the entry and select delete from
the bottom menu bar. Editing requires you to once again highlight the record and
select Edit (F2) make your changes and save to file with OK (F12).
Logging
All SMS messages are recorded in a log file, to view / print this select Reports
/ Other Reports / SMS Log, Select the date range you wish to search and select
OK. Messages are listed in date order, with the number of messages recorded at
the bottom of the report.
Costs
$11.00 per month minimum
This allows for 50 SMS's over 50 is billed at $0.22
cents per SMS
IE: Up to 50 SMS @ 0.22cents per SMS - Over 50 @ 0.22 cents - 52 SMS =
$11.44
If you wish to take advantage of this service you will need an internet
connection and account name and password. Contact Microbase for your logon and
password, when you receive this you will need to enter the details into the
program settings.
Loyalty Program
Automation Premium has been designed to maximise database-marketing
opportunities using functions that are easy to execute.
Loyalty marketing helps you retain customers – which help you increase profits.
The typical business loses almost half its customer base every five years.
Businesses that understand the impact of this customer attrition and take steps
to stem losses can realise dramatic profit gains. Increased profits result from
reduced acquisition costs, increased cross-selling, a high customer referral
rate, decreased price sensitivity, and lower operating costs.
On average, the cost of acquiring a new customer is five to 10 times greater
than the cost of retaining a current customer. Do you know what share of your
current customers’ business your business has today? It’s not uncommon for very
successful businesses to have less than 50% of their current customers’
business.
Repairers that are on the cutting edge of loyalty programs reap lasting
benefits. Being the first repairer in your area to launch a loyalty program pays
real dividends. The first business has the advantage in customer retention — and
latecomers into mature loyalty environments have little hope of gaining
incremental business, or spend a great deal trying to make inroads. Either way,
being the first in is an advantage.
Loyalty Benefits
| ► | Encourages Repeat Business | ► | Provides A Competitive Edge |
| ► | Aides When Selling Services | ► | Cost Effective Advertising |
| ► | Improves customer contact | ► | Increased Customer Contact |
Customer loyalty is different from customer satisfaction.
Between 65% and 85% of customers who report that they were satisfied or very
satisfied with the repairer from which they have removed their business.
Customer satisfaction is extremely important but customer loyalty is the key to
repeat purchasing and long term success. Microbase has created strategies that
allow you to retain high levels of customer service and satisfaction as well as
achieving high levels of customer loyalty. Automation can help you do all of the
above. The goal of every business is to improve the bottom line. If you are
interested in gaining and retaining customers then please consider using the
loyalty program.
Automation Premium has the ability to allocate points to a client reward account
based on dollars spent. It is suggested these points be redeemed for a free
service, functionality allows for the entry of a redemption value on the service
record. A statement of points to date is also printed on the invoice if the
track loyalty point’s function is set to true in the site settings.
Customer Referral
Rewards
Automation allows for recording of clients that have
referred work to a repair facility, the operator can reward the referrer on a
dollar basis. The client card contains a referrer tab when selected the display
lists by dollar value referred work including the value of any rewards "paid" to
the referrer.
Referral dollars are allocated to the referrer based on the total value of the
job, an allocation is posted when the job is closed. To view allocations open
the referrers client form, click on the referrals tab, a list of transactions
relating to referred jobs is visible, the screen also displays any rewards that
have been credited to the client, a total balance of referral dollars available
is at the bottom of the screen
It is possible to view the details of a reward by pointing and clicking
on the line item, if you wish to view a job point and click on the line and the
job details will display. Automation allows you to
communicate in various ways with the referrer client including email and SMS.
Promotions
Automation allows the
operator to track responses from specified promotions listed on the client intro
report available from the marketing reports group. To track promotion responses,
promotions must be listed in the promotions database, once recorded a promotion
response can be selected from the booking form or when prompted while using the
step through booking feature. The client intro report will display a summary of
responses to promotions in both statistical (number & %) and graphical formats.
A further report titled Promotion Responses displays the detail (Job, sales
value & profit) of recorded responses.
It is also possible to view a summary of responses from the marketing
group of reports by selecting the client intro option entering the date range
and selecting OK. To print either of these reports select the print icon in the
top left hand corner of the display.
Online Bookings
Microbase has created the necessary
functions to allow your existing web site to link directly to the Diary screens
booking form, your client can go to your web site fill out the necessary
information to request a service of any kind once submitted a window will open on
the designated computer asking to confirm the dates and service required. It
only leaves the operator to confirm the request where the booking form is
created and placed on the diary screen on the day agreed to.
This works well when the service centre also
provides service reminders either by letter, email or SMS. If your are
interested
to have this feature for your web site then please click the apply button.
