R. L. Polk & Co.

Existing customers are your best source for future business. Your dealers’ service departments play a major role in customer retention. In fact, there is a direct correlation to service and future vehicle sales. It is often the service department that influences whether or not a customer will stay with a manufacturer. Polk’s Parts & Service Marketing Solutions are designed to help you build on these relationships.

Polk’s Service Reminder Programs reinforce the owner’s adherence to your scheduled maintenance program based on in-service date, repair order history and customer driving habits. These programs enable you to keep customers engaged in a total brand experience and serve as a catalyst for future sales opportunities.

Polk’s Parts & Service Marketing Solutions offer you:

Increased customer-pay labor revenue for dealers
Greater brand awareness
Consistent communication with loyal customers
Strengthened customer relationships
Opportunities to communicate with both active and inactive Parts & Service customers
The ability to uncover Parts & Service opportunities
Opportunities for dealers to identify and realize their service potential
The ability for regional personnel to monitor and track performance by dealership and region
Graphic analysis of your dealer markets through high definition customer mapping

Polk will work with you to create a customized service and parts program to address your specific needs.

Polk Custom Parts & Service Programs for Manufacturers
Polk can create an effective customized Parts & Service program for consistent branding across your dealer body, yet personalized for each dealership.

Polk Service Marketing and Retail Targeting (SMaRT)
Measure how dealers are performing against their market potential and take immediate action to capitalize on newly uncovered opportunities. SMaRT analyzes and divides automotive repairs into multiple service categories including part, price, and service operation to ensure a true understanding of parts and service potential. Dealer service operations, from Repair Order information, are appropriately coded and filed into one of the respective service categories and can be reported on any geographic level desired.

Polk Mapping Services
A graphic analysis of your market. Polk can append latitude and longitude codes to your customers’ addresses, thus pinpointing the residence in relation to the location of the dealer. This allows for better decisions regarding communicating with these owners, as well as what additional customer service programs you can offer them.

Polk Custom Service Capacity Models
Polk’s analytic experts will analyze a variety of information—such as service potential, Vehicles In Operation and vehicle repair histories—and compare it to the number of service bays and technicians available during business hours. From the current market share levels, the impact of expected or targeted growth can be determined. Detailed calculations support the forward planning, by dealer location, of required bay and technician capacity to meet demand.