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May 17, 2024
Dealership Guide: Personalized Recall Communications
Recall notices are critical in the automotive industry – and to keeping customers safe.
NHTSA requires OEMs to notify registered owners of vehicles affected by recalls, but oftentimes these mailers can be plain and generic, serving as a broad announcement rather than a direct call to action.
By engaging customers facing open recalls with personalized communications, dealers can help ensure customer safety and satisfaction, supporting loyalty and retention efforts – and helping pave the way for new conquest sales.
Understanding the Impact of Recalls
The number of vehicles with open recalls has increased substantially in the last few years. According to Carfax, the number of vehicles nationwide with urgent Do Not Drive or Park Outside recalls has increased by more than 65% since May 2023.
Consumers with open recalls are able to get their specific repairs done for free at dealerships affiliated with the brand of their vehicle. But despite efforts by OEMs and officials, customers are still driving vehicles with open recalls – potentially posing serious risks for themselves, passengers and other drivers.
By taking a data-driven approach, dealers can position themselves as trusted recall advisors, helping cut through recall notice fatigue with targeted and personalized messaging that engages and resonates with consumers.
The Power of Personalization in Recall Communications
Personalized communications play a crucial role in building relationships and trust with customers – especially those with open recalls who are likely receiving unwelcome news about their vehicles.
Unlike standard notices sent en masse, personalized recall messages are tailored to each customer, including relevant visuals, localized service options and additional customized messages that are more likely to resonate. This tailored approach not only improves response rates but also demonstrates the dealership’s commitment to exceptional customer care.
Implementing Personalized Recall Strategies
The first step to implementing an effective personalized recall communications strategy is segmenting audiences based on customer data including demographics, vehicle details and service history to ensure recall messages are relevant and specific. This enables dealers to craft communications with compelling content, engaging visuals and clear calls to action to capture customer attention and encourage them to take action.
Incorporating modern technologies like QR codes and online scheduling can greatly enhance these communications. Not only have most buyers come to expect these kinds of digital tools, but they also make it easier to respond to recall notices by simplifying processes.
Following best practices for follow-up is also crucial. This includes sending reminder emails, making follow-up phone calls and providing status updates to keep customers informed and engaged. Consistent and transparent communication helps build trust and ensures customers feel valued and supported throughout the recall process. By adopting these personalized strategies, dealerships can improve the customer experience, enhance safety and foster long-term loyalty.
Prioritize and Personalize Communications with Recall Connect
Mastermind Recall Connect revolutionizes how dealerships handle recall notifications by seamlessly integrating personalization with advanced technology. This powerful tool helps dealerships attract new customers while optimizing engagement with existing ones, significantly enhancing dealership visibility and reputation.
By leveraging S&P Global Mobility’s trusted, industry-standard ownership verification data, Mastermind precisely identifies current vehicle owners impacted by recalls, enabling dealers to prioritize customer communications and reach the owners most likely to respond.
Unlike traditional methods, Recall Connect engages customers with personalized recall communications, including engaging visuals and a QR code linking directly to the dealership’s service scheduler, ensuring every message is relevant and directly actionable.
With additional details like the recall title, description and required remedies accessible within the platform, as well as talking points for salespeople about potential safety risks, dealers can maintain an honest dialogue regarding recalls, reinforcing their dealership commitment to customer care.
Personalized recall communications not only address immediate safety concerns but also strengthen the relationship between the dealership and the customer. By demonstrating their commitment to customer care, dealers can turn a standard recall notification into a touchpoint that builds trust with their audience.
Recall Connect enables dealers to identify and communicate with customers who have open recalls with transparent and personalized messaging. Along with Mastermind’s ever expanding real-time service arrival notifications, dealers can ensure a salesperson meets customers when they arrive in the service drive to strengthen relationships and even discuss purchasing options.
By adopting personalized communications, dealerships position themselves as proactive, caring and dedicated to customer service, ultimately driving more traffic to both sales and service departments.
Want to learn how Mastermind can help your dealership identify and engage customers with open recalls? Request a demo.
