building loyalty and trust with drivers - carcare.org...building loyalty and trust with drivers 2...
TRANSCRIPT
1 1
a service path to purchase analysis
building loyalty and trust with drivers
2 2 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, S4. Is this vehicle currently under warranty?
63% of drivers’ vehicles are not under warranty
3 3 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, A2. Have you ever heard of the following brands of automotive service centers?
today’s service brands: high awareness
23%
25%
37%
39%
60%
70%
74%
75%
84%
84%
89%
90%
90%
91%
93%
94%
Quick Lane Just Tires
National Tire & Battery Tires Plus
Discount Tire/America's Tire O'Reilly
Valvoline AAMCO
Your Vehicle's Dealership Service Center Meineke
Midas Pep Boys
Firestone Complete Auto Care Sears Auto Center
Goodyear Tire & Service Center Jiffy Lube
have you ever heard of the following brands of automotive service centers?
INTERNAL NOTE:
Edit chart to reflect competitive
set of client
4 4 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, A3. How familiar are you with each of the following brands of automotive service centers, in general?
today’s service brands: high awareness & low familiarity
13%
23%
28%
29%
31%
31%
31%
32%
33%
34%
35%
35%
36%
36%
42%
52%
Your Vehicle's Dealership Service Center Jiffy Lube
Sears Auto Center Goodyear Tire & Service Center
Firestone Complete Auto Care National Tire & Battery
Quick Lane Tires Plus Just Tires
Midas Pep Boys
Discount Tire/America's Tire Meineke O'Reilly
Valvoline AAMCO
how familiar are you with the following brands of automotive service centers? “I am only familiar with the name”
INTERNAL NOTE:
Edit chart to reflect competitive
set of client
5 5
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, RT5. How did each of the following source(s) help you make decisions about service centers while you researched on your computer? ‘Learn more about centers I was aware of but hadn’t considered’
your digital first impression: owned & earned
auto & service store websites
are the #1 sources across devices helping drivers learn more about service centers they were aware of but hadn’t previously considered
mobile: 34% desktop: 30%
first time visitors: social networking sites 30% repeat visitors: consumer generated reviews 24%
6 6
58% of drivers agreed with the statement: “I like to drive my cars as long as I can – until they’re ready for the junkyard”
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, S7. How much do you agree with the following statements? ‘I like to drive my cars as long as I can – until they’re ready for the junkyard’
7 7
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? and RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected?
the basics: with a digital cornerstone
ages 18-44 all ages
digital sources in top 5 most used sources when researching
service centers
8 8
the basics: top 3 sources used when researching
26%
31%
35%
40%
46%
58%
43%
45%
53%
Flyers or brochures received at a tire/ service store or dealership
TV
Flyers or brochures received in the mail
Service advisor, Technician, or Mechanic
Dealership
Family members, friends, and/or colleagues
Vehicle dealership websites
Tire & automotive service store websites
Search engines
online
in person
offline
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, all ages, N=1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? and RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected?
9 9 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices?
70% of drivers 18-44 used search when researching their service center
53% of all drivers used search when researching their service center
the basics: search usage by segment
10 10 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT1. Which of the following sources, if any, did you use to gather information service centers using these types of devices? Net Used Any Mobile Device (mobile phone or tablet)
the basics: mobile co-pilot
38% all ages
75% ages 18-44
% of drivers using a mobile device to research service center
INTERNAL NOTE:
Replace screenshot with
client specific example
11 11 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712, ages 18-44 only, RT10. Did you research how to do the repair yourself before taking your vehicle into a professional for repair? 2015: 47% yes, 2014 (via Google Consumer Surveys): 42% yes
increase year-over-year in drivers ages 18-44 researching repairs themselves before taking them into a professional +11%
12 12 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT10. Did you research how to do the repair yourself before taking your vehicle into a professional for repair?
the education: DIFM acts like DIY
% of drivers researching their repair before taking their vehicle into a professional, by segment
47% drivers 18-44
30% drivers of all ages
35% non oil change
25% oil change
13 13
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=528, V2. Which of the following describe the type of videos you watched while determining where to take your vehicle for service? V4. Why did you use videos as a source of information while determining where to take your vehicle for service? A: Learn how to try to do repairs or maintenance myself
the education: video teaches
#1 type of service and maintenance videos viewed are DIY videos
1 in 3 drivers watched videos to learn how to try to do the repairs or maintenance themselves
14 14 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=460, RT7. Did you watch any videos online about your service to help you determine what to purchase for your vehicle?
the education: video viewers
32% all ages
51% ages 18-44
% of drivers watching video during their vehicle service research process
viewed video 37%
15 15 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=460, V5. As a result of watching videos about your vehicle service or service center online, which of the following actions, if any, did you perform?
the education: video moves drivers to DIFM
post video viewing…
30% visited a vehicle service center
scheduled an appointment for service
16 16 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B5. Thinking back to when you first decided to get your vehicle serviced, did you know which service center you would visit?
grow your share: drivers are open
24% all ages
32% ages 18-44
% of drivers who did not know which service center to visit
17 17
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, all ages, N=1500, RT2. Besides the Internet, which of the following sources, if any, did you use to gather information on the service center you selected? RT5. How did each of the following source(s) help you make decisions about service centers while you researched on your computer? A: Decide on which service center to take my vehicle
online & offline intel partners in decision making
friends & family are the #1 source
for drivers researching
when it comes time to make a decision… throughout the research process…
consumer generated reviews are the #1
source when drivers decide where to take
their vehicle for service
18 18 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=712-1500, RT11. Did you research the parts, price, or labor recommended by the service technician?
the conversation continues after drivers leave the shop
drivers seek to validate the professional
diagnosis
ages 18-44 all ages
number of drivers who research the parts or service recommended by the technician
19 19 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, RT12. How did you research the parts, price, or labor recommended by the service technician?
drivers turn to digital to get a second opinion
of those that research the recommendation…
search 62%
viewing videos 42%
#1
#2
39% visited the website of another service center 30% contacted another service center directly
20 20
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, O3. Did you schedule an appointment for your service? B1. How important were each of the following features to you when deciding on a vehicle service center? O4. Do you have a preference for how you schedule an appointment?
make it easy for drivers to schedule an appointment
71% said that availability of appointments is an important feature when deciding where to take their vehicle for service
75% scheduled an appointment prior to taking their vehicle in for service
drivers who schedule their appointments online 41% 18-44 25% all ages
drivers who prefer to schedule their appointments online 47% 18-44 29% all ages
21 21 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, adults 18-44 only, N=712, P1. How likely are you to return to the service provider that most recently completed routine repairs or service on your vehicle?
drivers are less likely to return
2013 2014 2015
drivers who would definitely return next time…
73% 66% 58% -10% -12%
22 22
Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, adults 18-44 only, N=712, P2. How likely are you to post a review after a positive or negative experience after getting your vehicle serviced? P3. How likely are you to tell family and friends about a positive or negative experience after getting your vehicle serviced? Top 2 Box on 5-point scale
drivers are more vocal than ever
2014
2015
likely to post a review online
likely to tell family & friends
47%
55%
66%
81% +17% +23%
23 23 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B1. How important were each of the following features to you when deciding on a vehicle service center?
the most important feature to drivers today deciding where to take their
vehicle for service is positive past experience
24 24 Source: 2015 Critical Mix-Google Services Path to Purchase Study, April 2015, N=1500, B1. How important were each of the following features to you when deciding on a vehicle service center?
excellent service will keep them coming back
26%
26%
27%
30%
31%
41%
42%
52%
53%
56%
63%
ratings and reviews online
recommended by vehicle manufacturer
physical appearance of service center
service center brand
referral from family member, friend, or colleague
availability of appointments
friendliness of staff
convenience of location
price
vehicle expertise
positive past experience
extremely important features when deciding on a vehicle service center