Transcript DPS Retention vs Ford

DPS Retention vs. Ford
Pricing Breakdown…
Ford charges $.56 per “active VIN” per month on 3k
schedule ($6.72 year)
What is your cost per communication?
• Assuming five letters/postcards per year, your cost with
Ford is $1.34 per communication…
• DPS is $.91 per communication
• $.43 x 5 communications = $2.15 per customer per year.
Do the math… With 3000 active customers and a
difference of $2.15 per customer per year = $6450.00
DPS Retention vs. Ford
Database Definitions…
No headaches with Ford. They define what an “active”
customer is FOR you. It is 18 months since the
customers last service date (LSD).
DPS allows you to set active and inactive parameters.
• Would you market differently to a customer you haven’t
seen in over 12 months vs. someone who you’ve seen in
the last 6 months?
• Whose business needs does an 18 month “active
customer” definition serve best – you or Ford?
DPS Retention vs. Ford
Communication Logic…
Ford – Service Reminder #1, then overdue postcard
Service Reminder #2, then overdue postcard
Service Reminder #3, then they become “inactive”.
DPS – In addition to the three Service Reminder Letters, we also
offer…
• Declined Recommended Services follow-up
• First Visit Thank You
• New Car Sales Thank You
• High Mileage letters to encourage trade-in
• Extended Warranty letters to sell service contracts
You may also choose between letters or four different postcard styles.
DPS Retention vs. Ford
Declined Recommended Services…
NADA suggests 40% of all closed RO’s contain declined
services. The DPS follow-up program averages 30-35%
response rate from mailed customers.
Do the math…
A dealer doing 1000 RO’s per month would have 400
declines. A 33% responder rate = 132 more RO’s at an
average of $150.00 per RO = $19,800.00 per month or
$237,600.00 per year.
How expensive will Ford’s absence of a declined service
follow-up process be for YOUR dealership?
DPS Retention vs. Ford
Program Enrollment & Account
Management…
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Ford will have you self-enroll online.
DPS will customize a program for you – face to face.
DPS is committed to monthly program reviews.
DPS is 100% committed to industry-leading retention
marketing solutions for dealers – not the OEM.
• Going forward, how confident are you that Ford is well
suited to support this new program in the field and
administer it behind the scenes?