Core Positioning Matrix Working Document as of June 2015 Product Name (For use at AAA owned and AAA Approved Repair facilities.), which powers the customer facing Online Garage, is a customer acquisition and customer retention solution built expressly for repair shops. provides a way for shops to find new customers through increased tow-ins from the AAA network and positive online reviews. Shops can get existing customers back into the shop more often through automated email service reminders that contain customizable coupons. Description When it comes to retaining customers, shops can build loyalty by providing value added online tools including a vehicle service history and online appointment scheduler. The automation of emails and electronic multi-point inspections (empi) can lead to increased productivity and profitability. For example, details on needed repairs discovered during an inspection can easily be shared with a customer via email to ensure they set up their next appointment. Plus, color coding and attached photographs illustrate why repairs are needed, encouraging customers to authorize those repairs. Increased car count: provides a way for shops to find new customers and get existing customers back in the door more often. Top Benefit(s) Of Lifecycle marketing made easy: Shops can focus on the day-to-day business and let increase repeat business through customer relationship management. Increased average repair orders (ROs): An increased amount of tow-in repairs and transparent, detailed findings from empis help increase a shop s bottom line. A connected repair network: Complete vehicle histories will enable shops to delight customers with proactive and efficient customer service.
For shop owners challenged by many demands, AAA s is the customer acquisition and customer retention solution that will help shop owners tap into AAA s extensive repair network in order to reach new consumers. Positioning Statement, built expressly for repair shops, is a solution that helps them attract and retain customers while improving both profitability and the customer experience. AAA has a history of providing trusted repair service through shops and roadside assistance. helps strengthen the relationship between the two in order to establish a strong repair network benefiting consumers, shops and AAA. Base Version: Tow-in controls wherein shops can indicate whether they d like to accept tows and receive information about the tow-in customer ahead of arrival. Automated AAA-branded customer emails about appointments, reviews and specific vehicle details that help strengthen customer relationships. Reputation manager capabilities that help display positive reviews and give shops the opportunity to address negative reviews. Customizable email coupons which can be set for each customer segment (active, inactive and lost). empis with color coding, comments and photographs that help a customer understand the urgency of needed repairs so that they authorize them. Features Establishment of a customer facing Online Garage, a digital glove box where they can access a vehicle history and other vehicle related tools. Appointment calendar that displays tow-in appointments and appointments set in the Online Garage or via a scheduler placed on a shop website. At-a-glance reporting which tracks performance of customers receiving emails versus those not, marketing effectiveness, revenues, and more. Multiple store view for users who have oversight over multiple locations. Seamless integration with over 40 shop management system (SMS) platforms and more coming soon. Pro Version: All features listed above plus: Deferred repair email reminders (based on empi information) that encourage customers to set an appointment to have the work performed. Automated customer emails branded with a shop s logo in addition to AAA branding.
Optional add-ons: Postcard fulfillment to reach customers for whom an email address has not been collected. Available at $0.55 per postcard. The shop can add an appointment setting widget to the shop s current website. Available at no cost. The shop can display reviews generated by customers to the shop website. Available at no cost. Demandforce: Provides a single marketing platform, which when combined with a SMS, can help a shop manage their: online reputation, automated customer emails and reporting. Available to businesses in various industries. Postcards available at $0.79 per postcard. Other features available at additional cost include a monthly email finding service and Demandforce Connect for Facebook. Requires long term contract and subscriber fee of approximately $300/mo. Competition Mitchell1 SocialCRM: Marketing platform providing automated customer emails (coupons can be edited quarterly), online appointment scheduler, online reputation management with SureCritic reviews page, consumer vehicle history website (ownerautosite.com), targeted email campaigns, Facebook page, quarterly email finding service, postcard fulfillment, website development and reporting. Features available at additional cost include custom coupons, ALLDATA Market Classic: Marketing platform that provides an online appointment scheduler, automated customer emails and website development. ALLDATA Mobile: Provides a connection to a vehicle via OBD-II port and records codes in the vehicle history. ALLDATA Manage: An SMS that provides deferred repair email reminders in addition to other repair order related features. Kukui: Marketing platform providing targeted email campaigns, website development, marketing and revenue reporting, search engine optimization, automated customer emails, a dedicated marketing consultant and online reputation management. Target Buyer Shop Owner: Often possessing an extensive background in auto repair, these individuals strike out on their own to start a shop where they work for themselves rather than someone else. Shop owners have many demands on their time and find it hard to ensure that they have a revolving door of steady business whether from new or existing customers.
Managing a team of talented technicians poses a challenge, as competitors are constantly looking to hire them away. Problems These Buyers are Facing Evolving auto technology means that the shop must stay on top of the latest changes whether that means learning about new diagnostic methods or investing in new equipment. In addition, shop owners face all the challenges that come with running a business (overhead, cash flow, equipment costs, etc.) What They Are Doing Today Using a robust SMS platform and either using a lost cost marketing platform or taking the time to evaluate whether a high cost marketing platform is worth the investment. Using downtime (evenings and weekends) as a time to network locally in an effort to increase awareness. AAA began with a solid history as a leading provider of roadside assistance and automotive related expertise. However, there has been a market shift and competitors have started to encroach on AAA s core competencies as seen below. The onus now lies on AAA to fight back for market share. The most logical place to do this is in the automotive world an area in which we have a solid history of trusted results. Why AAA Should Provide This Service
Why AAA Should Provide This Service Now Increasingly digital consumers: Consumers are racing towards a complete digital lifestyle. Research shows that consumers want the newest and most innovative devices, even if they already possess functioning devices. i Accompanying this thirst for device technology is a desire for services and apps that fulfill the dream of being fully connected in all aspects of life including auto repair. Auto technology evolution: As a result of advances in automotive technology, consumers are increasingly feeling like they don t understand their vehicles. Anxiety around what a car problem will mean and who to trust to fix it will only grow as technology continues to evolve at a rapid pace. AAA is well positioned to be a source of trusted repair information in this environment. Strength: AAA is one of the top US brands in the minds of consumers. Core brand attributes, as articulated by consumers include Cares for Customer, Trustworthy, and Reliable. ii Shops have an opportunity to partner with AAA to provide quality work endorsed by a trusted brand. SWOT Weakness: AAA s infrastructure puts it at a distinct disadvantage. The decentralized structure allows for flexibility when marketing to different geographic areas, but makes it difficult to allow for single Federation wide solutions. By not quickly aligning efforts, we are hurting our ability to create a strong network of repair shops across the nation a network that would provide much consumer value. Opportunity: Although competitors offer marketing platforms, none of the offerings contain the advantages unique to AAA increased car count through transparency around tow-ins and a solid network of shops and vehicle information designed to improve the customer experience. Threat: Competitors are moving quickly to design products that complement their SMS offerings. With plenty of funding and little in the way of development challenges, these competitors stand to win by being first to market. i Accenture Digital Consumer Tech Survey 2014 ii AAA 2010 State of the Brand Analysis