Round Rock Toyota was experiencing a decline in service customer retention because customers were not returning for service at regular intervals. The dip in retention occurred specifically among prepaid maintenance customers, those with no-cost or manufacturer-paid
The store already had a marketing strategy in place that targeted general service customers via email and direct mail, but the dip in retention proved efforts to correct the decline were not successful alone. The dealership needed a highly-segmented strategy that would specifically target consumers at risk for affecting retention metrics or that were already negatively impacting the dealership’s retention.
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