When the owner comes to an auto repair shop, how to solve the customer's on-site maintenance needs often becomes the focus of the auto repair shop, and the information related to the customer is often placed next to it. In fact, how to collect and organize the customer's information data for the steam The operation of the shop is crucial, especially the long-term effects it brings.
Nowadays, when it comes to the relationship between the Internet and auto repair shops, the most important thing is the customer's data. From the beginning of a simple piece of paper, a pen record, to the subsequent store management system. Every time customers enter the store, they can According to the process registration and re-entry system, each update of the system data represents an increase in customer resources.
The seemingly simple system data seems to be irrelevant to store sales. However, the insiders of the automotive aftermarket know that customer registration and consumption entry are actually our accumulation of customer resources and an extremely valuable resource for a store.
1 The importance of customer data
There are a lot of companies that do store management systems. They all say that they have to give the software to the store for free. It is nothing more than a look at the customer data of the store. I want you to enter the data into their system.
Why do these companies want to get customer data in this way? That is because, in the era of big data information, the operation of stores in the future depends on the customer's data. Mastering customer spending habits and customer information is equivalent to getting the lifeline of the store. The profit of the brand also has the value-added profit. In the future, the equipment, raw materials and rent of a store are likely to have no value from the customer data.
2 Use of customer data
First of all, customer information can be used for appointments and precise marketing. After obtaining customer information, you can make reservations, maintenance, wearing parts, tires, air conditioners, gearboxes, etc. for the just-needed items. Secondly, you can use daily consumption information. Record, do consumer habit analysis, so as to customize the consumer package for customers, package can increase customer viscosity, increase loyal consumer groups.
Finally, customer data can also provide diagnostic analysis of the store's own operations, improve service projects and soft service quality, thereby improving performance.
With the management of customers, the store can break through several difficult bottlenecks:
✔ Package sales are unfavorable;
a balance between the waning seasons;
✔ poor customer experience;
✔The customer has low viscosity and so on.
3 How to collect customer data & information
To collect customer information, we must first understand a problem: The reason why customers do not want to leave information is nothing but fear of being maliciously disturbed; too many garbage information in the store, or worry about the transition communication between the auto repair shop and the customer, let the customer disgusting.
How to collect it?
(1) It is more effective to exchange small gift coupons for customer information;
(2) Even if the customer does not agree to keep the phone number, you can add a WeChat;
(3) In addition, the customer's information can also be obtained in the form of a customer registration form or a customer return visit;
(4) Or use the free car-raising consultation method to attract customers to pay attention to the store WeChat;
(5) Open WeChat mobile payment function, indirectly pay attention to WeChat.
In addition to the emphasis on collecting customer mobile phones and WeChat, there is a lot of other information to collect. In addition to customer mobile phones, WeChat, address, other information can be obtained on the customer's vehicle, vehicle identification number, model, car, color, kilometers, etc. They are all present on the instrument panel of the vehicle and the nameplate of the vehicle (generally at the connection of the rear door support bar of the vehicle). These data are hard data of the car, but the hidden value behind it is of great significance for future operation marketing.
The last information to be recorded is the vehicle's repair and maintenance records, detailed parts replacement and accident records. Imagine if you specifically record a set of repair and maintenance records for the owner and provide regular feedback to the owner, which greatly increases the number of The trust and interaction between the store and the customer also increases the familiarity with the vehicle. When the car fails, the auto repair shop will diagnose it more quickly and accurately. With 1-2 years of maintenance records, the owner will Will be more assured to hand over the car to the store.
♥ warm tips
It is not recommended to pick up the vehicle's driving license without the owner's consent or to over-emphasize the retention of user information. Of course, if the owner agrees, the driver's license and driving license are the best sources of information.
4 Free CRM system, with or without?
Many auto repair shops have encountered a free installation management system recommended by the merchants, but they have maintained a wait-and-see attitude. Why is this? In fact, everyone is generally worried about data security issues. In case they are stolen by other competitors. What should I do with my customer's customer data? I know that once the customer resources are lost, the painstakingly operating store business will face great risks.
Of course, this is actually not too worrying. Now there is a good CRM (customer management system) on the market. Due to the requirement of data confidentiality, data security can be guaranteed. A good CRM system will surely save a lot of stores. Time and energy.
But even if you don't have a system, you don't plan to use the system. You should also use WeChat or a form to manage your customers.
summary
All in all, customer data is critical to the operation of auto repair shops. A store relies solely on natural performance to survive the current environment, and it will become more and more difficult in the future. To create higher business performance, you must understand Collect and use customer data. If you haven't sorted out customer data yet, just drop your phone and sort it out.
