Customer Retention – Throttle It Up!

Brian Hogan

Customer Retention

• What is it, and how do I drive?

Customer Information

• Address + Email

Database Marketing

• What is it, and how do I use it?

Throttle It Up!

• NEW targeted reminder platform

• Introduce the Throttle team

• Review results + sign up to get started today!

← Driven by Operations

← Driven by Operations & Marketing

Customer Retention is working to

DRIVE your customers back for a

2nd, 3rd, 4th…visit.

What is Customer Retention?

My

Customers

Your

Competition

Your

Competition

1. People naturally come in • Location & convenience

2. Some return, while others do not • Inconvenient (could be speed of service) • Trust (knowledge or pricing)

3. Where do they go? • Competition picks them up

4. Try to refill the bucket with marketing to new customers • Some respond to marketing, (<5%) • While many others do not

• A. Not due • B. “Loyal” to someone else • C. DIY

5. Still, more leave for other reasons • Didn’t tighten oil filter (leaks) • Forgot window sticker

Your Customer Base is a Leaky Bucket

Inconvenient

Not trustworthy

Service Failure No sticker

Your

Competition

Your

Competition

1. Reminder post card sent • Customer checks mail &

returns • Some have card • Many do not

2. Reminder email sent • Email is opened & customer

returns • Some have email /

coupon • Many do not

Plug the Bucket with Marketing

Your

Competition

Your

Competition

1. Reminder post card sent • Customer checks mail &

returns • Some have card • Many do not

• Low address collection

2. Reminder email sent • Email is opened & customer

returns • Some have email /

coupon • Many do not

• Low email address collection

Poor DATABASE: Email + Address

Your

Competition

Your

Competition

1. Strong address collection • Driven by Operations

(Execution)

2. High email collection • Driven by Operations

(Execution)

Plug the Bucket with Operations

How are you doing?

Actuals 2014 2015 2016 Goal

Valid Address

76.3% 78.3% 80.3% > 95%

Email Address

6.0% 8.4% 13.0% > 40%

Benchmarking: EC Average: 80.3% Goal: 95%

Your Store:

_______%

9

Valid Address Capture – sendeXact Report

10

Valid Address Capture – Throttle Report

Email: Extend your REACH

•Mail + Email

• Improve overall response with multi-touch program

Consumer Surveys & Thank-you emails

• Measure consumer satisfaction

• Show appreciation for recent visit

Email Newsletters

• Seasonal

• Monthly

Pilot to begin Summer 2017

Sign up TODAY!

How are you doing?

Actuals 2014 2015 2016 Goal

Valid Address

76.3% 78.3% 80.3% >95%

Email Address

6.0% 8.4% 13.0% > 40%

Benchmarking: EC Average: 13.0% Goal: 40%

Your Store:

_______%

13

Email Capture – sendeXact

14

Valid Email Capture – Throttle

Your

Competition

Your

Competition

1. Speed of Service • Stopwatches or timers

• Measure oil change times • Engage employees

2. Hiring & Training • 10+ Apps: 3 Interviews: 1 Hire

• Free job sites • Express Care University

Operations Tools for Retention

My

Customers

Other factors that affect CUSTOMER RETENTION:

1. Uncontrollable factors • Customer base moves out

• Industry closes • Retail / trade area moves

Don’t let this excuse poor performance. • While legitimate factors to reduced

oil changes (car count), there are many factors that are within control.

My

Customers

Other factors that affect CUSTOMER RETENTION:

1. Uncontrollable factors • Customer base moves out

• Industry closes • Retail / trade area moves

2. Controllable factors • Turn away cars

• Almost closing time / close early • Employee didn’t know about current

offers or coupons • Competitor coupon in hand

Measure this, using consumer reviews and surveys.

Customer Experience Drives Retention

• Speed of Service

• Knowledgeable Employees

• Friendliness and Courtesy

Customer Experience Driven by Operations

• Greeting customers quickly

• Fast service, done right

• Well trained on special offers, coupons, etc

Measure Customer Experience (Satisfaction)

• NEW Post-visit Consumer SURVEYS

• Monitor Online

Reviews

“I get all of my customers back.”

“I have a loyal following.”

“My repeats are at 85%.”

Perception

Do they really all come back?

We measure the % of customers who come back, and the average for Express Care₁ is:

36 % of New Customers

&

65 % of Existing Customers

1. Sample of 109,677 customers, across 215 stores

What’s yours?

Benchmarking: EC Average:

Existing: 65% New: 36%

Your Store:

_______%

_______%

Where do they go?

How can you interrupt this?

Stay in front of it with timely reminders

(Database Marketing)

What is Database Marketing?

Unleashing the power of your customer list,

to gain repeat business, sooner.

What do you know…

What do you know…

that THEY do not?

Last Visit Date 7/08/2016

Mileage 128,627

Last Oil Used 5w30 MaxLife

So, you have a DATABASE…What’s next?

Throttle It Up!!!

Billing

• Throttle invoices weekly

• Credit or Debit card charged weekly

Accuracy of data

• Express Care + Throttle have built processes to ensure timely and accurate information

• Right offer, to the right customer, at the right time

Innovation

• Now able to offer consumer surveys

• Potential to add newsletters (Pilot summer 2017)

EASY to get started

• NEW “Easy Button” sign-up

• Call Throttle to update offers, hours, etc

Express Care Targeted Program,

Targeted Oil Change Reminders

• Last visit date: +3K or 5K miles

• Last oil used: offer to return or offer to upgrade

Store Information within Reminders

• Store Address + “Get Directions”

• Store Phone Number

• Store Hours of Operation

Consumer Thank-you Emails + SURVEYS

• Extra “touch” after their visit

• Gain insight into your business

• Push to social (Google, Yelp, others)

driven by Throttle

Total Oil Changes

• Current Year

• Prior Year

Oil Change Intervals

• Current Year

• Prior Year

1 Month: + 74 Oil Changes | -343 Miles | -28 Days

Pilot Example: New to Program

Pilot Example: Converted to Throttle

Last Year

• 774 Oil Changes

• 56.2% Premiums

This Year

• 789 Oil Changes

• 58.6% Premiums

1 Month: + 15 Oil Changes | +2.4 pts Premiums

• Highlights of the new cards • Two offers on the front, and back!

• Store hours

• Store phone number

• Store address

• $$ offer tied to last oil used AND days since last visit!

Highlights of Throttle cards

• Large coupons on back of cards • Two oil change coupons

• Offer based on last oil used

• Crisp & clear messaging to consumer

Highlights of Throttle cards

Timely Reminders

Consumer Surveys

Keep in Touch

The Power of Digital (Email)

• Personalized with customer’s name, vehicle and miles.

Timely Reminders – Throttle

• Large printable coupons

• Store Address

• Hours of Operation

• Plus, “Get Directions” button

• Store Website

• “Change Email Preferences” button

Timely Reminders – Throttle

Timely Reminders

Consumer Surveys

Keep in Touch

The Power of Digital (Email)

• Extra “touch” after the customer leaves your store

• We appreciate your business!

Thank You! emails

• Thank you delivers invitation

• Proactive approach (vs. reactive)

• Solicited feedback (vs. unsolicited)

• Opportunity to coach employees

Consumer Surveys

• Invitation within the Thank-you email

• Link is bright red banner

• Has all store information • Address + Directions

• Hours of Operation

• Link to store website

• Change email preferences

Consumer Surveys

• Rate Overall Satisfaction with this visit

• Rate Overall Satisfaction with courtesy and friendliness of staff

• Rate Overall Satisfaction with how quickly service was completed

Survey Questions

• Rate overall satisfaction with Knowledge and Expertise of the staff

• Rate overall satisfaction with Value received for the price you paid

• Did you feel Pressure to buy additional services?

• Were you Greeted Promptly upon your arrival?

• What is your Likelihood you will Recommend to others in next 90 days?

Survey Questions

• Open text: What you liked or disliked • Opportunity for customer to share specific details

about their experience

• May we post rating and comment? • Respect customer’s wish – LEGAL

• Would you like owner or manager to contact you? • Respond to this request <24 hours

Survey Questions

Trends: — FAST

— Knowledgeable

— Friendly staff

— Low pressure

How to use surveys

Trends: — SLOW — Untrained — Rude — Pressured

• Share with your team! Continue to drive these behaviors.

• Manage to trends

• Identify opportunities to improve and coach to them.

• Don’t manage to the exception.

Survey Results: Emailed to You

• Results sent to you as soon as survey is submitted • Designated Owner or Manager (email provided to

Throttle at signup)

• Each question rating, plus comments

• Invoice information

Survey Results: Comments

Remember:

1. Open text comments are the details that made the customers’ experience great or not-so-great

2. Respect customers’ wish to not share survey results

3. Contact the customer in less than 24 hours when they’ve asked to be contacted.

The Power of Digital: Drive People to Local Listings!

Timely Reminders

Consumer Feedback

Keep in Touch

The Power of Digital (Email)

Timely Reminders

Consumer Feedback

Keep in Touch Pilot – Summer ‘17

The Power of Digital (Email)

Customer Retention = PLUG THE BUCKET

• Control what you can control

Strong DATABASE for Marketing

• Valid Address

• Valid Email Address

Collect and Use Consumer Feedback

• Get started today! Use feedback to drive improvement.

THROTTLE IT UP!

• Sign up

• Optimize

Driven by Marketing and Operations

Marketing, driven by Operations

Marketing, driving operations

Marketing, accelerated!

Throttle It

Up!!!

Throttle team can answer any questions

•Accessing your reports

•Understanding the data

• Tuning your program

Already signed up?

Throttle team ready to help!

• Forms pre-filled with store information

•Offer selection / setup

• Fill out what you can

Ready to sign up?

=

Contact Throttle at 1-800-668-9360 [Elizabeth O’Connell]

- or -

Your Express Care Advisor

Ready to sign up?

Get Signed Up! “Easy Button”

Verify contact information:

• Name + Title

• Phone + Email

Note other business:

• Car Wash

• Inspections

Verify POS System used

Pre-filled

Pre-filled

Pre-filled

Select Touches: “Easy Button”

Mark Number of Touches:

• Select number of customer touches (1 – 4)

• Touch 1.0 – 3K or 5K after last service

• Touch 1.1 – 30 days after Touch 1.0

• Touch 2.0 – 6K or 10K after last service

• Touch 2.1 – 30 days after Touch 2.0

• Select mile radius to target

• Default = 30 miles

Select Offers: “Easy Button”

Sample of individualized forms, created by Throttle:

• Select offers for each Touch point 1 & 1.1

• Valvoline Conventional / Competitive

• Valvoline Full Synthetic

• Valvoline Synthetic Blend / High Mileage

• Recommended offers

• Incentive to upgrade to next level of protection

• Conventional to Synthetic Blend

• Blend to Full Synthetic

• Offer to return and use the same as last visit

• Conventional

• Synthetic Blend / High Mileage

• Full Synthetic + Offer for additional service

Select Offers: “Easy Button”

Sample of individualized forms, created by Throttle:

• Select offers for each Touch point 2 & 2.1

• Valvoline Conventional / Competitive

• Valvoline Full Synthetic

• Valvoline Synthetic Blend / High Mileage

• Recommended offers (+$2 for each type)

• Incentive to upgrade to next level of protection

• Conventional to Synthetic Blend

• Blend to Full Synthetic

• Offer to return and use the same as last visit

• Conventional

• Synthetic Blend / High Mileage

• Full Synthetic + Offer for additional service

Oil Types: “Easy Button”

If you do not have this information with you, its okay. Mark the “I don’t have it today” box.

If you do have it, enter inventory codes for each oil category

Verify STORE address and EMAIL address

Pre-filled

Pre-filled Pre-filled

Pre-filled

X

V5W20 V5W20MX V5W20SYN V5W30 V5W30MX V5W30SYN

Pre-filled

Account Setup: “Easy Button”

Verify BUSINESS information

Complete other information, if you have it with you today.

Pre-filled

Pre-filled

Pre-filled

Pre-filled

Pre-filled

Pre-filled

Credit / Debit: “Easy Button”

Sample of individualized forms, created by Throttle:

• Credit Card Authorization

• Complete if you have with you

• Don’t worry if you don’t have it now. Throttle can gather this information later.

• Billed weekly to either credit/debit card

• Optional EFT/ACH upon request

Thank you for your time!