vip rewards presentation mcc

DRIVING HOME EXCELLENCE www.mayfieldcollisioncenter.com

VIP Customer Rewards Program

October 16, 2012


Agenda

• Understand the goals of the MAYFIELD COLLISION CENTERS VIP Customer Rewards Program

• Review each program’s benefit

– Terms and Limitations

– Administrative Guidelines

• Suggested Program Delivery

• Rollout Plan and Timeline

• Open Discussion


Challenges

Accident every 7-10 years

DRP Influence

Dealer/Lease Recommendation

Competing Auto Body Shops


Loyal customers create a competitive edge

New Customer Costs • Cost of advertising/promotion • Price Sensitivity • Personal Selling • Setting up new accounts • Time & money explaining business to new customers Profits generated from satisfied customers • Reduced Price Sensitivity • Reduced switching to competitors • Increased referrals, customers become brand advocate • More efficient sales process, less time to close


Program Goal – Top of Mind

• Increase repeat & referral business.

• Encourage referrals from Dealership and other independent sources.

• Stay top of mind with customers.

• Bolster our reputation within the community.


It’s Up to Us!


VIP Customer Rewards Program Benefits

• $100 discount off your NEXT auto body repair service

• $125 discount off any FUTURE auto body repair service

• 3 FREE car rental days with any auto body repair service

• $50 VISA gift card reward for auto body referrals

• DOUBLE your referral reward benefit by donating your referral reward benefit to a local school system

• Monthly Reward Drawing - $25 VISA gift card and FREE Dinner for two (per location)

• Complimentary VIP Auto Beautification Treatment

• Special discounts and promotions from local area merchants


$100 Discount off your next auto body repair service

• Valid for NEXT repair only, not available to MAYFIELD COLLISION CENTERS repeat customers when we are first presenting the VIP Customer Reward Program benefits.

• Valid for customer pay or out of pocket expenses only. (i.e., deductible)

• May be used towards the cost of any ancillary service.

• Request redemption at the time of scheduling or drop off.

TERMS

• CSM verifies that the customer is a valid repeat customer through Summit who has previously been presented with the VIP Rewards Program.

• CSM enters $100 discount as a line item discount in Summit. “VIP Discount #1”

• CSM highlights the discount line on the final bill.

• CSM may use their discretion when customer qualifies, but didn’t request redemption until time of pick up.

ADMINISTRATION


$125 Discount off any future auto body repair service

• Valid for FUTURE repairs only, customer must use $100 discount level first before qualifying for this benefit.

• Valid for customer pay or out of pocket expenses only. (i.e., deductible)

• May be used towards the cost of any ancillary service.

• Request redemption at the time of scheduling or drop off.

• No limit on the number of times a customer can redeem this benefit.

TERMS ADMINISTRATION

• CSM verifies that the customer is a valid repeat customer through Summit who has previously been presented with the VIP Rewards Program.

• CSM enters $125 discount as a line item discount in Summit. “VIP Discount #2”

• CSM highlights the discount line on the final bill.

• CSM may use their discretion when customer qualifies, but didn’t request redemption until time of pick up.


3 FREE Car Rental Days with any Auto Body Repair

• Must be a “rentable” customer • For rental costs only. MCC will

not pay for any optional insurance.

• Customer must not carry (or have access to) rental car coverage.

• Benefit is targeted for customers who would otherwise pay for rental out of pocket.

• Cannot be combined with another VIP Program Benefit.

TERMS

• Rental reservations are made through ENTERPRISE.

• Customer must pay for deposit (if required) and any rental charges over initial 3 day reward.

• Maximum $100 value unless otherwise approved by the Location Manager.

• CSM creates a line item in summit and receives rental under vendor. “Enterprise VIP Rental”

ADMINISTRATION

3 FREE Car Rental Days with any Auto Body Repair performed by MAYFIELD COLLISION CENTERS

Terms & Limitations: Valid for VIP CUSTOMER REWARDS PROGRAM PARTICIPANTS Must be rentable customer, over 18 years of age who carries full coverage insurance. Customer must not carry (Or have access to) insurance rental car coverage. Maximum value $100.00 Visit www.mayfieldcollisioncenter.com/rewards for complete listing of terms and limitations.

26001 Aurora Road Bedford Heights, OH 44146 (440) 374-4000

4182 Mayfield Road South Euclid, OH 44121 (216) 381-7686

http://www.mayfieldcollisioncenter.com/rewards


$50 VISA Gift card for Auto Body Repair Referral

• Referring party visits our web page and completes on-line referral form to qualify.

• Benefit is not paid until after repair job is complete.

• $100 minimum Auto Body Repair required.

• Ancillary services are not eligible for referral reward.

• EMPLOYEES are eligible to receive this reward.

TERMS

• MM reviews referral form, enters it into database, and assigns lead to appropriate shop and CSM.

• CSM contacts the referred customer and facilities their estimate/repair.

• CSM alerts MM when job is complete and eligible for payment.

• MM mails gift card and sends thank you note to referring party.

ADMINISTRATION


DOUBLE your referral reward bonus and support local education

• Referring party visits our web page and completes online referral indicating they wish to DOUBLE their bonus reward by donating the cash value of the reward to a local school system or nonprofit educational institution.

• Reward is paid directly to the nominated school on the customer’s behalf.

• Same terms & limitations.

TERMS

• MM reviews referral form received from web site and captures customers desire to double their reward bonus.

• MM performs basic research on nominated educational institution.

• After repairs are completed, MM facilitates sending reward letter and payment to educational institution, with a copy to the customer.

ADMINISTRATION


Chance to win a $25 VISA Gift Card each month.

• Each month, MCC will select two random winners (one for each location) of a $25 VISA Gift Card.

• Customer must go to our web page to see if their repair order number is listed as a winner.

• OR - Customer can opt-in to receive automatic e-mail notifications.

• Winning RO #s will remain on our web site for at least 6 months.

TERMS

• Marketing Manager (MM) exports monthly list of eligible customers and uses excel command to select winner.

• MM works with web team to ensure winning RO numbers are listed.

• MM will send an e-mail monthly to CSM team informing of them of winners.

• Winning customers are tracked via an excel spreadsheet.

ADMINISTRATION


FREE Dinner for Two each month at local restaurant

• Each month, MCC will select two random winners (one for each location) of a FREE dinner for two.

• Customer must go to our web page to see if their repair order number is listed as a winner.

• OR - Customer can opt-in to receive automatic e-mail notifications.

• Winning RO #s will remain on our web site for at least 6 months.

TERMS

• Marketing Manager (MM) exports monthly list of eligible customers and uses excel command to select winner.

• MM works with web team to ensure winning RO numbers are listed.

• MM will send an e-mail monthly to CSM team informing of them of winners.

• Winning customers are tracked via an excel spreadsheet.

ADMINISTRATION


Complimentary VIP Auto Beautification Treatment

• Valid with any auto body repairs performed by Mayfield Collision Centers.

• Must be performed at the time of Auto Body Repairs.


Special Discounts & Promotions from local

businesses • Utilizes “Hot Deals”

currently available to consumers on the Solon and Beachwood Chamber of Commerce web pages.

• As program grows, we will seek additional alliances

• Customers view listing of current discounts via our web page.


Delivery and Presentation

With every customer delivery…

• Briefly review program benefits with consumer.

• Utilize the back of the form to review Car Care Tips following auto body repairs.

• Read short text box that describes our lifetime warranty.

• Ask for referrals!


Rollout Time-Line

October • Train Customer Service Team Members

• South Euclid 10/16 & 10/17 • Bedford Heights 10/18

• Finalize printing of consumer materials • PROGRAM LAUNCH – Monday October 22nd • Introduce program to shop teams November • Promote VIP Customer Rewards to key stakeholders • Develop spin off program for large employers in our

markets


Open Discussion

• What do you think of the program?

• What advantages will it create with your ability to form relationships with customers?

• What disadvantages or obstacles do you see?

• What suggestions do you have?

vip rewards presentation mcc

Documents

rental customer

time of customer

optional customer

comdriving home excellence

time csm

auto body referrals

vip rewards valid

discount line