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January 8th, 2024
Telematics: the bridge to customer trust and dealer success
Modern vehicles are becoming smarter and more connected. From the moment they roll off the production line, new automobiles are engineered to provide real-time insights into crucial vehicle components through email notifications or dedicated mobile applications. Vehicle telematics data is a game-changer, benefiting vehicle owners, dealerships and original equipment manufacturers (OEMs) alike. Owners gain trust through enhanced control and confidence in their vehicles, while dealerships and manufacturers grow and maintain strong customer relationships. Additionally, service alerts furnish critical information on key vehicle conditions, making them indispensable in achieving marketing’s ultimate goal: targeting the right customer with the right message at the right time.
Realizing the power of telematics
Statistics from a recent Harris Poll1 study, commissioned by Urban Science, tell an impressive story for the potential power of telematics and who the torchbearers of this change are. Indeed, it’s the younger Gen Z and millennial generations, poised to be the driving force in seeing the greatest potential in telematics.
What’s truly remarkable is the level of trust that consumers already place in OEMs and dealers. In a previous study,2 we discovered auto buyers not only welcome but actively support the idea of their vehicle manufacturer accessing their vehicle data to predict health and service needs. This comfort creates a competitive edge, narrowing the gap between dealerships and independent repair facilities (IRFs).
The consumers’ perspective paints a nuanced picture. While consumers favor dealerships for scheduled maintenance, like oil changes and tire services, a slightly higher number lean toward general repair shops. However, dealerships shine in overall service and convenience, commanding the preference of consumers.
The magic of telematics unfolds when it empowers dealers to reach out to customers at precisely the right moment – warning them, enticing them and delivering unbeatable convenience. This not only elevates the customer experience but also gives dealers the coveted “first dibs” at capturing service opportunities.
The value of telematics-triggered outreach on dealership loyalty and service is evident. When translated into revenue for average-sized OEMs, these advancements equate to significant potential gains, reaching into the realm of hundreds of millions of dollars in parts sales.
In summary, telematics is more than just a feature; it’s the key to a brighter, more connected future for the automotive industry through unique service-loyalty driving opportunities.
Solution:
Transform automotive service with real-time telematics insights for proactive customer care
ServiceView™ from Urban Science is the industry’s fastest, most accurate way to diagnose service opportunities. ServiceView sees into every aspect of Service and Parts departments, delivering a holistic view of performance and opportunity. Leveraging vital service department data, our detailed analytics dive deeper to provide actionable insights for capturing every efficiency, retention and sales opportunity for maximizing performance and revenue growth.
The ServiceView | Telematics+ module takes this a step further, empowering OEMs and dealers to harness real-time telematics data for capitalizing on service opportunities as they emerge. This real-time approach drives repair order sales and maximizes close rates, ensuring you stay ahead of the competition. Let your customers know you’re proactively anticipating their vehicle needs before your competitors do. ServiceView™ by Urban Science is your tool for staying at the forefront of the automotive service industry.
If you would like to talk to someone at Urban Science about how we can leverage the power of science to create a robust service strategy that helps dealerships better close the loop on new-vehicle sales, call or email me.
Piermichele Robazza
Global Practice Director, Aftersales
Urban Science, Inc.
pmrobazza@urbanscience.com
248.231.1218
1. This survey was conducted online by The Harris Poll on behalf of Urban Science among 3,022 US adults aged 18+ who currently own or lease or plan to purchase or lease a new or used vehicle in the next 12 months (referred to in this report as “auto buyers” or “auto-buying public”). The auto-buying public survey was conducted from January 26 to February 15, 2023. Data are weighted where necessary by age, gender, race/ethnicity, region, education, marital status, household size, employment, and household income and propensity to be online to bring them in line with their actual proportions in the population.
2. This survey was conducted online by The Harris Poll on behalf of Urban Science among 2,032 US adults aged 18+ who currently own or lease or plan to purchase or lease a new or used vehicle in the next 12 months (referred to in this report as “auto-buying public” or “auto buyers”). The auto-buying public survey was conducted from May 24-26, 2023. Data are weighted where necessary by age, gender, race/ethnicity, region, education, marital status, household size, employment, and household income and propensity to be online to bring them in line with their actual proportions in the population.
