Fixed Ops Journal - August 2016 - (Page 51)

FIXED OPS JOURNAL FEEDBACK Recalls can bolster brands - ask Acura R ecalls overwhelmingly have a positive influence on consumers' opinions of dealerships. But brands' dealerships vary in how well they are taking advantage of the opportunity that manufacturer recalls offer. Those are the conclusions from a survey of consumers by DealerRater.com on behalf of Fixed Ops Journal. Consumers who posted ratings and comments about dealerships and their personnel on DealerRater.com were asked to describe their experience with manufacturer recalls in the past 12 months. Of those respondents who said they had brought their vehicle in for a recall in that time, a whopping 79 percent said the experience had a positive influence on their opinion of the dealership. Only 12 percent said the experience had a negative influence on their opinion of the dealership, while 9 percent said their experience was neutral in affecting their view of the dealership. Dealerships and automakers have long known that a properly handled recall is a chance to show concern for a consumer's wellbeing, thus strengthening ties to that customer. But a detailed breakdown by brand shows who is maximizing that experience and who has room for improvement. - James B. Treece Q Which best describes your experience with manufacturer recalls in the past 12 months? I did not bring my vehicle in for 1% a manufacturer recall I did bring my vehicle in for a manufacturer recall: The experience had a positive influence on my opinion of the dealership 88% The experience was neutral with regard to my opinion of the dealership The experience had a negative influence on my opinion of the dealership 1% 10% OEC CAN'T MAKE A WATCHED POT BOIL FASTER. BUT WE CAN CUT OE PARTS FULFILLMENT TIME. You'll have more time to order takeout. Visit OEConnection.com/FOJournal to learn about our efficient software solutions. Of those consumers who had brought their vehicle in for a recall, here are the percentages by brand who said the experience had a positive influence on their opinion of the dealership. Some brands are left off the list because of a small survey sample size. BRAND % RESPONDING "POSITIVE INFLUENCE" Acura Buick-GMC Subaru Toyota-Scion Nissan Industry average Chevrolet 92% 90% 85% 85% 83% 79% 79% Honda Hyundai Kia Chrysler-Dodge-Jeep-Ram Ford VW 77% 77% 77% 75% 70% 69% Source: DealerRater.com survey conducted July 13-22; 11,219 respondents, of whom 1,591 had recall work done; brand must have at least 40 respondents who took their vehicle in for recall work to be listed above. AUGUST 2016 PAGE 51 http://www.DealerRater.com http://www.DealerRater.com http://www.OEConnection.com/FOJournal http://www.DealerRater.com

Table of Contents for the Digital Edition of Fixed Ops Journal - August 2016

Fixed Ops Journal - August 2016
Contents
Editor’s Letter
Service Counter
Legal Lane
Treading confidently
'Tis the season
Profit Builder
Valet service
Richard Truett
OEConnection
Changing oil:
Photo story
Trade-off
Toyota way
Feedback
Lone star
Airbag recall
Forging links
Top 50
5 Minutes With
Shop Talk
Fixed in Time

Fixed Ops Journal - August 2016