HONDA RSVP 2.0 Detailed Reporting Guide

Transcription

1 HONDA RSVP 2.0 Detailed Reporting Guide

2 Table of Contents RSVP Programs and Campaigns Page 3 Service ReminderResponse by Model & Model Year Page 27 Customer Segments Page 4 Service Reminder Response by Postal Code Page Month Rule Page 5 SRS Coupon Snapshot Page 29 Report Definitions Page 6 Customers Eligible for Honda Plus: Warranty Expiring Page 31 Report Categories Page 7 Warranty Program Report Opt In Page 32 Reports General Information Page 8-11 Warranty Program Report Opt Out Page 33 Reporting Resources Page 13 Dealer Statement Page 35 Customer List and Activity Report Page 15 OnDemand Snapshot Page 37 Older Vehicle / High Kilometre List Page 16 OnDemand Details Page 38 Recently Activated Customer List Page 17 OnDemand Communication by Model and Year List Page 39 At Risk Service Customers Page 18 Historical SAS and SPS Mailers Snapshot Page 41 Undeliverable s Page 19 Historical SAS and SPS Mailers Details Page 42 Customer Update Report Page 20 Customer Count by Segment Page 44 Customer Suppression Report Page Customer Count by Postal Code Page 45 Service Reminder Snapshot Page 24 Customer Count by Model Year Page 46 Service Reminder Details Page 25 Service Operation Analysis Page 47 Service Reminder Communication by Model and Year List Page 26 Rejected RO Report Page 49 2

3 RSVP Programs and Campaigns Honda RSVP includes three customer communication programs that reports are provided for: Service Reminders: These timed service communications are sent to Active customers. Using a predictive calculation, each service reminder typically reaches the customer at just the right time, with specific kilometre or monthly interval-based recommendations, promoting the dealership as the place to go for parts and service. (Enrollment Required) Warranty: These communications are sent when customers are coming due to renew their Honda Plus warranty. A useful tool to help promote Honda Plus contracts. (Enrollment Required) OnDemand Mailers: These communications are intended for a fast and effective method to market to your customers when the need arises, such as a monthly special, or target a specific group of lost customers for a promotion. Select from a library of creative pieces available. (Enrollment not required) Honda RSVP also includes reports for the following historical campaigns: SAS Mailers: Seasonal mailers designed to communicate with your Active customers. SPS Mailers: Seasonal mailers designed to communicate with your Lost and Prospect customers. Note: These specific campaigns were no longer offered after Additional seasonal campaigns are being offered directly through the HCI national office, or your zone office. 3

4 Customer Segments Honda RSVP categorizes service customers into four segments based on service activity: Active customers: are any customers that have purchased a new vehicle or have been in for service within the past months depending on their vehicle s maintenance schedule (see next slide for details). Lost customers: were once active customers, but have not been to a Honda dealership for months. Prospect customers: are any customers that have purchased a vehicle but have not come in for service. Hibernating customers: are customers that have been Lost for 24 months or more without generating an RO. 4

5 14-18 Month Rule The month rule is used to determine when a customer goes from Active to Lost or Prospect. Determining if a vehicle falls under 14 months or 18 months is based off of the vehicles maintenance schedule: Rule Schedule Type Model Years 14 Month Rule Maintenance Minder Vehicles Odyssey 2005 & newer CR-V 2007 & newer Element 2007 & newer Insight 2010 & newer All others 2006 & newer 18 Month Rule 8,000 kilometres/4 months 16,000 kilometres/8 months 14 Month Rule 6,000 kilometres/3 months 12,000 kilometres/6 months Element Accord (4-cylinder) CR-V Civic All models and years not listed above Example: 2013 Civic will become Lost or Prospect after 14 months Civic will become Lost or Prospect after 18 months. Note: The month rules is based on an average mileage of 64km per day. Vehicles can move to Lost or Prospect sooner than 14 or 18 months if they are a higher mileage vehicle. 5

6 Reporting Definitions Communications: Total number of communications sent on behalf of the dealer for the individual Program (Service Reminder, OnDemand, etc.). Number of Responders: Total number of customers that generated a C.P. RO within the response period after receiving a communication. Response Rate: Total number of responders divided by the total number of communications. Total C.P. Responder Revenue: Total C.P. revenue generated by customers responding to a communication. Total C.P. Parts Revenue: A subset of total C.P. revenue, specifically identifying C.P. parts revenue. Total C.P. Labor Revenue: A subset of total C.P. revenue, specifically identifying C.P. labor revenue. Total Responder ROs: Number of unique ROs generated with C.P. dollars greater than $0. Average C.P. $/RO: Total C.P. responder revenue divided by the Total Responder ROs. Program Cost: Actual costs for dealers from RSVP programs. ROI: Total C.P. responder revenue divided by the program cost. 6

7 Report Categories The reports are broken down into the following categories: Reporting Resources List Reports Service Reminder Warranty Program Reports Dealer Statements OnDemand Historical SAS and SPS Mailers Database Reports Data Quality Reports 7

8 Reports General Information Page Navigation: Use this to navigate reports that have multiple pages. Find Tool: You can use the Find Tool to search within a report. Simply type in the word you would like to search by and click Find. You can then click Next to go to the next occurrence. Zoom Tool: You can use the Zoom Tool to zoom in or out within a report. This helps adjust the size of the report depending on your screen size. 8

9 Reports General Information Print Tool: You will see a printer icon in the main tool bar. This tool can be used to print the current page of the report you are viewing. To print the full report you must download the report. Open Indicator: Open status indicates that RO's are still being collected and analyzed for the selected campaign period. Partial results of the campaign are displayed. Closed Indicator: Closed status indicates that the selected campaign period has expired, and all RO's have been included. Final results are displayed. 9

10 Reports General Information Campaign Results Criteria: Shows what ROs are considered in the results for the report you are viewing. The expiry date is the last day that ROs are considered. Do Not Call indicator: All customer list reports have a do not call column. This indicates if a customer is found on the national o Not Call List. If a customer is marked as Y this means that they are on the list and should not be called. 10

11 Reports General Information Dealer Not Enrolled Message: If you were not enrolled during the time range for the report you are viewing you will see a notification to indicate this. These messages can be found in the Service Reminder reports, Historic SAS and SPS Mailer reports and the Warranty Program Report Opt In. Service Reminder (SR) Snapshot Report Dealer Enrolled Message: If you were enrolled during the time range for the report you are viewing you will see a notification to indicate this. This message can be found in the Warranty Program Report Opt Out. 11

12 Reporting Resources

13 Reporting Resources This section will include resources that will assist you in understanding the reports and the reporting site. Currently this section includes: Quick Reference Guide Detailed User Guide Future documents will be added as needed. 13

14 List Reports

15 Customer List and Activity Report Top 5 Report Purpose: To provide dealers with a list of all customers that are assigned to them based on Honda RSVP marketing program business rules. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: You can filter this report by customer status; all, active, lost or prospect. Metrics: Includes each customer s VIN, model, model year, customer status, last recorded kilometre, distance from dealership (km), average daily kilometre, last visit to a dealer, last visit to your dealer indicator, last communication, last communication type, date of last communication, service advisor code, last name, first name, address, city, province, postal code, home phone, work phone, do not call indicator, address and contact preference. Did you know? Suppressed customers are not included in this list. This list identifies which customers are currently assigned to your dealership. In order for a customer to be reassigned to another dealership, 2 consecutive valid ROs (at least 20 days apart) must be generated at a different dealership. Active Customer count and Active Servicing Customer counts are not the same. This list contains customers deemed Active based on program rules. ASC (Active Servicing Customer) counts are calculated differently for retention reporting purposes, and this information should be obtained through HCI directly. This report is not to be used to identify dealership ASC counts. 15

16 Older Vehicle / High Kilometre List Purpose: To provide dealers with a list of customers with older model year and high kilometre vehicles. Did you know? Suppressed customers are not included in this list. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: You can filter this report by customer status; all, active, lost or prospect. Metrics: Includes each customer s VIN, customer status, last name, first name, last recorded kilometre, model year, model, address, home phone, do not call indicator, and address. 16

17 Recently Activated Customer List Purpose: To provide dealers with a list of customers that recently became Active. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Filters: None Metrics: Includes each customer s previous status, VIN, model, model year, last recorded kilometre, last visit to a dealer, last name, first name, address, city, province, postal code, home phone, do not call indicator, , and contact preference. Did you know? A Lost, Prospect, or Hibernating customer only needs to generate 1 valid RO with any pay type to become an Active Customer. Suppressed customers are not included in this list. List shows all customers that are assigned to your dealership, even if their last visit wasn t to your dealership. They need to visit another dealership twice to be re-assigned. 17

18 At Risk Service Customers Top 5 Report Purpose: To provide dealers with a list of customers that are at risk of becoming Lost or Prospect customers. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? Customers become Lost if they have not been in for service in the past 14/18 months. Customers that are Prospect have never been in for service since purchasing the vehicle. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes each customer s VIN, first name, middle name, last name, full name, address 1, address 2, city, province, postal code, home phone number, exceptions indicator, do not call indicator, address, model, model year, customer status, last RO date, and Honda Plus contract indicator. 18

19 Undeliverable s Purpose: To provide dealers with a list of customers have been sent an communication that was not able to be delivered. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes each customer s mailing date, VIN, first name, last name, address, bounce type, error description and action required. Did you know? Within this report, information is provided regarding the reason for the bounced , and what suggested action should be taken. New information should be updated via ebiz using the Owner Information Change function. Note: Name changes are considered Ownership Changes and should be completed only using the Owner Transfer function via ebiz. 3 attempts (within a 24 hour period) are made to send an to a customer. If unsuccessful, the customer is switched to surface mail, and the attempted communication would be sent out via surface mail the following week. Note: Dealers will be billed the surface rate only (not for the attempts) in these instances where the was deemed undeliverable. Upon a new being received, the customer is reverted back to preference. 19

20 Customer Update Report Top 5 Report Purpose: To provide dealers with a list of customers that have recently had their information updated. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes each customer s VIN, customer name, details of change, address 1, address 2, city, province, postal code, work phone, home phone, fax, do not call indicator, address, language preference, source and language source. Did you know? This report shows what information the customer recently updated and where it came from. Customer Updates (including language updates) are received from a variety of sources. We have clarified the source codes for the updates in the report template. The new source codes will be identified as: >HONDA.CA >Honda Financial Services >RO >Customer Relations/RDR >MyHonda >Marketing Campaign >Warranty >Surveys 20

21 Customer Suppression Report Top 5 Report Purpose: To provide dealers with a list of customers that have been suppressed from their customer list. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? You can find the details on which each suppression means in this report. This report shows why the customer was suppressed and where the suppression information came from. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes each customer s VIN, customer name, status detail, address, city, province, postal code, work phone, home phone, fax, do not call indicator, address, language preference, source, language source and chart of suppression descriptions. 21

22 Customer Suppression Report The following chart can be found within the Customer Suppression Report to give the user further details on why customers have been suppressed: Suppress Code Description Details ADR Do Not Contact address CNC Customer Do Not Call Customer requested not to be contacted. CNV Customer No Longer Owns the Vehicle Customer does not own vehicle. DLR Dealership Vehicle or Dealer Trade Vehicle owned by dealership. Customer address indicates that we do not communicate to them. Example: HCI Corporate address or Dealer address. DNC Dealer Do Not Call Dealer requested for customer not to be contacted. DSD Customer is Deceased Customer has passed away. FLT Fleet Vehicle Vehicle is marked as a Fleet vehicle. FOR Moving to Foreign Country Customer resides outside of Canada. IAD Invalid address address is not complete or doesn't exist through Canada Post. MNF Moving With No Forwarding address Moved but did not provide new address. customer name indicates that we do not communicate to them. Example: Honda, Acura, etc. within the NAM Do Not Contact Name customer name field. NBS Customer Is Not Within Bordering State Customer does not live in the same province as the dealership. ONC OEM Corporate Do Not Call HCI requested for customer not to be contacted. ORP Orphaned Due to Dealer Termination Customer's dealer has closed, customer currently not assigned to a dealership. 22

23 Service Reminder Reports

24 Service Reminder Snapshot Purpose: To provide a graphical overview of the dealers Service Reminder results. Frequency: This report is updated daily by 10am Eastern Time. Did you know? You can compare your Key Metrics to dealers across Canada by selecting to be compared to national results. Search Parameters: Can be viewed monthly, weekly or for any specific date range. Filters: Can select who your key metrics should be compared to: district, zone or national. Metrics: Includes response rate, avg CP$/RO, ROI, number of communications, and CP revenue. 24

25 Service Reminder Details Purpose: To provide a detailed report of the dealers Service Reminder results. Frequency: This report is updated daily by 10am Eastern Time. Did you know? You can drill down to look at a customer list for all communications sent or just those that responded. Search Parameters: Can be viewed monthly, weekly or for any specific date range. Filters: Can view report by media type or letter. Metrics: Includes communications, responders, response rate, total revenue, warranty revenue, total CP revenue, CP parts revenue, CP labour revenue, avg CP$/RO, ROI, and response graphs. Can drill down into the customer list for communications and responders. 25

26 Communication by Model and Year List Purpose: To provide a report showing communications that were sent out by model and model year. Frequency: This report is updated weekly, every Thursday, by 10am Eastern Time. Did you know? With this report you can see which models you are communicating to the most. Search Parameters: Can be viewed monthly or for any specific date range. Filters: None Metrics: Includes graph by model, graph by model year and detailed chart showing the number of model by model year. 26

27 Response by Model & Model Year Purpose: To provide a report showing responses by model and model year. Frequency: This report is updated daily by 10am Eastern Time. Did you know? With this report you can see which models you are responding to your communications the most. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes graph showing responses by model, graph showing responses by model year, and detailed chart showing the response rate, ROI and avg $/RO by model by model year. 27

28 Response by Postal Code Purpose: To provide a report showing responses by postal code. Frequency: This report is updated daily by 10am Eastern Time. Did you know? With this report you can see which postal codes have the highest response rate from your communications. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes chart showing responses by postal code. Chart also includes how many communications were sent to each postal code, response rate, ROI and avg CP$/RO. 28

29 Service Reminder Coupon Snapshot Purpose: To provide dealers with an overview of all of their Service Reminder coupon selections. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? You can contact your DSG Marketing Consultant to change your coupon selections at any time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes general dealer information, key indicators, coupon selections and variable letter information. 29

30 Warranty Program Reports

31 Customers Eligible for Honda Plus: Warranty Expiring Top 5 Report Purpose: To provide dealers a list of all customers that are becoming eligible for purchasing a Honda Plus warranty due to their current warranty expiring. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? Suppressed customers are not included in this list. This list indicates if a customer was recently sent a Warranty Communication as part of the Warranty Program. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes retail date, months from RDR, language, model year, VIN, first name, last name, address, city, province, postal code, address, home phone number, do not call indicator, customer status, surface mail sent indicator, sent indicator, and bounce back indicator. 31

32 Warranty Program Report Opt In Purpose: To provide dealers a report showing results from the Warranty Program if dealer was enrolled during the time period of the report. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? If you are enrolled in the Warranty Program you can drill down to look at a customer list for all communications sent or just those that responded. Search Parameters: Can be viewed monthly. Filters: Can view report by media type or letter. Can also select a comparison metric. Metrics: Includes a graph showing purchases over time and a chart that shows campaigns sent, Plus contracts purchased, purchase rate and comparison purchase rate. Can drill down to a customer list for campaigns sent and Plus contracts purchased. 32

33 Warranty Program Report Opt Out Purpose: To provide dealers a report showing potential results from the Warranty Program if the dealer had been enrolled during the time period of the report. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Did you know? You can contact your DSG Marketing Consultant to enroll in the Warranty Program. Search Parameters: Can be viewed monthly. Filters: Can view report by media type or letter. Can also select a comparison metric. Metrics: Includes a graph showing purchases over time and a chart that shows campaigns sent, Plus contracts purchased, purchase rate and comparison purchase rate. Can drill down to a customer list for campaigns sent and Plus contracts purchased. 33

34 Dealer Statements

35 Dealer Statement Purpose: To provide dealers with a pdf of their monthly financial statement for the Honda RSVP program including: Service Reminders (SRS), OnDemand and Warranty Campaign. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes item descriptions, quantity, price, and total monthly cost. 35

36 OnDemand Reports

37 OnDemand Snapshot Purpose: To provide a brief overview of the dealers OnDemand results. Frequency: This report is updated daily by 10am Eastern Time. Did you know? You can compare your key metrics to dealers across the Canada by selecting to be compared to national results. Search Parameters: Can be viewed by expiration date, approval date or drop date. Filters: None Metrics: Includes a list of all OnDemand campaigns. Click on a campaign and you will find response rate, avg CP$/RO, ROI, number of communications, and CP revenue. 37

38 OnDemand Details Purpose: To provide a detailed report of the dealers OnDemand results. Frequency: This report is updated daily by 10am Eastern Time. Did you know? You can drill down to look at a customer list for all communications sent or just those that responded. Search Parameters: Can be viewed by expiration date, approval date or drop date. Filters: None Metrics: Includes communications, responders, response rate, total revenue, warranty revenue, total CP revenue, CP parts revenue, CP labour revenue, avg CP$/RO, ROI, and response graphs. Can drill down into the customer list for communications and responders. 38

39 Communication by Model and Year List Purpose: To provide a report showing communications that were sent out by model and model year. Frequency: This report is updated weekly, every Thursday, by 10am Eastern Time. Did you know? With this report you can see which models you are communicating to the most. Search Parameters: Can be viewed monthly or for any specific date range. Filters: None Metrics: Includes graph by model, graph by model year and detailed chart showing the number of model by model year. 39

40 Historical SAS and SPS Mailers

41 Historical SAS and SPS Mailers Snapshot Purpose: To provide a brief overview of the dealers SAS and SPS Mailer results. Only shows results for campaigns that dealers were enrolled in. Frequency: These are historical reports, no further updates will be made. Did you know? You can compare your key metrics to dealers across the Canada by selecting to be compared to national results. Search Parameters: Can be viewed by campaign. Filters: Can select who your key metrics should be compared to: district, zone or national and show your mailing depth by percentages or counts. Metrics: Includes response rate, avg CP$/RO, ROI, number of communications, CP Revenue, and a breakout of responses by customer segment. 41

42 Historical SAS and SPS Mailers Details Purpose: To provide a detailed report of the dealers SAS and SPS Mailer results. Only shows results for campaigns that dealers were enrolled in. Frequency: These are historical reports, no further updates will be made. Did you know? You can drill down to look at a customer list for all communications sent or just those that responded. Search Parameters: Can be viewed by campaign. Filters: Can view report by customer segment and media type. Metrics: Includes communications, responders, response rate, total revenue, warranty revenue, total CP revenue, CP parts revenue, CP labour revenue, avg CP$/RO, ROI, and response graphs. Can drill down into the customer list for communications and responders. 42

43 Database Reports

44 Customer Count by Segment Purpose: To provide a report showing customer count by segment. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes graphs showing customer counts by segment quantities and percentages. 44

45 Customer Count by Postal Code Purpose: To provide a report showing customer count by postal code. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes graph showing Top 10 postal codes and a chart showing a customer segment breakdown by postal code. 45

46 Customer Count by Model Year Purpose: To provide a report showing customer count by model year. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes graph showing top 10 model years and a chart showing a customer segment breakdown by model year. 46

47 Service Operation Analysis Purpose: To provide a report showing a breakdown of all service operations. Frequency: This report is updated daily by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Metrics: Includes chart listing each service operation, quantity of services, and percentage of services. 47

48 Data Quality Reports

49 Rejected RO Report address Verification Purpose: To provide a report showing a list of all ROs that have been rejected due to data cleansing purposes for your dealership. Frequency: This report is updated monthly between the 15th - 20th each month, by 10am Eastern Time. Search Parameters: Can be viewed monthly. Filters: None Did you know? The rejected ROs included in this report relate specifically to address related concerns that were identified during the data cleansing process. If you receive updated information, please update via ebiz using the Owner Information Change function. Note: Name changes are considered Ownership Changes and should be completed only using the Owner Transfer function via ebiz. Metrics: Includes invalid address flag, address error code, invalid VIN flag, other reject reason indicator, repair order number, service advisor, home phone number, work phone number, VIN, full name, address, city, province, postal code, RO close date, mileage and internal ID. 49

50 If you have any questions, please call your Dealer Services Group Marketing Consultant at