We know that WOF’s and services dropped last year when NZ went into lockdown on 23 march 2020. But just how bad was the impact? The mta have released data that shows the severity of closing businesses.
We know that WOF’s and services dropped last year when NZ went into lockdown on 23 March 2020. But just how bad was the impact? The MTA have released data that shows the severity of closing businesses.
In April 2020 just 84,242 WOFs were carried out, compared to 514,484 in April 2019. That’s a whopping $21,474,200[1] that didn’t make it into the industry and doesn’t even take into consideration other services. By the end of the year 2020 WOFs were still 290,074 behind 2019 numbers.
What can you do to prevent a repeat of April 2020?
Workshops are in danger of repeating this booking pattern in future years if using the standard practice for scheduling in service reminders for WOFs and service. A new strategy for reminders is needed for 2021 to prevent the same pattern of bookings and to encourage customers to make and keep bookings during lockdowns.
Let customers know you’re open
Send an SMS to customers with services or WOF due to letting them know you are open, how you’re operating you keep them safe, and offer a special deal to incentivise them to come in.
Send reminders early
The WOF’s due to expire in May? Start sending reminders for May expiry dates in late March and April. If you would normally select customers based on an expiry date range of say “01/05/2021 – 14/05/2021” try using a smaller date range like “01/05/2021 – 06/05/2021” and sending bulk reminders out more frequently.
Use 2019 data
Where possible use the 2019 March and April data for WOF and service reminders, rather than 2020. These dates will follow the standard trend of steady expiry dates month to month.
Follow up quoted jobs
Have you issued quotes and customers have not responded? Extract of list of standing quotes and follow up with each customer.
Expand jobs for reminders
Do you send reminders for WOF and services only? Replacement dates for components with mileage-based life expectancy can be estimated also when based on average mileage per year, create service reminders for these jobs too.
Incentivise customers to rebook
Offer discounts or run a special promotion on safety check, tyres, brakes etc to encourage customers to book in during lockdowns.
Need help sending reminders?
Knowledge Base
Get a refresher on sending reminders for changing the filters on reports or how to update the template text for SMS reminders.
SMS messaging
Don’t have this turned on? You can speak to us about doing a one-off send to a group of your customers or, we can set you up with a package for a set number of SMS messages to go out each month.
[1] Based on the average WOF price of $50.