That is a big number. Those of you who have met me know how much I love statistics and data. This one really made me sit up and take notice when I read it. You probably want to know what that 70,000,000 is all about, right? It’s the number of service-related searches conducted on Google EVERY MONTH, according to the July 2013 Google Think Insights study, The Road to Winning Drivers: What Drivers Want in Automotive Aftermarket Service. The study went on to estimate that those searches translate into 525,000 customers per month. The research arc for many consumers consists of search, mapping locations of service providers to determine proximity and then reading online reviews written by other consumers.
That is an awful lot of search activity. The volume of service-related online searches and the pattern of the growing number of consumers who are deciding where to take their vehicles for service is even more significant when taking into consideration the paltry amount of quality service content found on most automobile dealership websites. Limited website content not only makes showing up in search results more challenging, it also is a missed opportunity to build trust with consumers looking to educate themselves. To this end, Google recommends creating or aligning your business with relevant website content.
Another missed opportunity confirmed by the study was use of digital tools to keep service customers coming back. While drivers reported wanting to receive digital reminders about routine maintenance and to track their vehicles’ service, only 2% of vehicle owners receive digital reminders from their service providers.
The latest additions to the 3 Birds line up, which we’ll be introducing to the industry in just a few days at the Digital Dealer Conference and Exposition in Las Vegas, are designed to help our clients capitalize on these areas of opportunity. We are proud to release our Fixed Ops Retention Suite that includes LIFT service websites, robust messaging tracks that deliver relevant messages to your customers based upon their position in the vehicle lifecycle, driving pattern and service history, as well as a flexible loyalty program to keep your customers coming back and more. Plan to visit us in Booth #1209 at Digital Dealer, or email or tweet at us if you will be in Las Vegas and would like to learn more.