Dealers rely heavily on customer relationship management (CRM) software to maintain regular communication with customers. From service reminders to sales promotions, CRMs are the backbone of initial and ongoing outreach.

Customers today expect personalized communications, and incorporating video into your CRM campaigns can make all the difference. Video emails create an emotional and impactful experience for customers, helping dealerships build stronger relationships.

Let’s explore how video enhances five common CRM communications sent from dealerships to customers.

Service Reminders

Service reminders are sent out daily. Instead of sending a generic text or email, include a video message from a service technician. Have the technician talk about that customer’s repair and why it’s essential. You don’t have to personalize each video; instead, make videos for common repairs.

For example, if the reminder is for a brake pad replacement, the technician can explain the importance of keeping brakes in top condition and what can happen if they aren’t maintained. By showing the parts as visual aids, the service technician builds credibility and trust.

To close the video, have the technician say: “We’re looking forward to seeing you tomorrow. Thanks for trusting us with your vehicle!” This added personal touch increases the likelihood of customers showing up for their appointment.

Sales Promotions

What better way to promote a sales event than with videos of all the latest models? Use customizable fields in your CRM to create a campaign for owners of a certain make and model. For example, send walkaround and 360 Spin videos of the latest model that the customer owns. Highlight updates that have been made to the vehicle, such as new technology features or performance upgrades.

Showcase similar vehicles that may suit the customer’s needs. Videos allow the customer to visualize themselves in the car, which increases their emotional connection to the vehicle and makes them more likely to inquire.

Recall Notifications

Depending on the type of recall, it’s critical to ensure that customers receive notifications. Including the word “video” in the subject line of an email significantly increases open rates.

Create a video message from your Fixed Ops Director or a service advisor to increase your customers’ sense of urgency.

Explain the reason for the recall and emphasize the importance of having it addressed immediately. Talk about the safety risks, reassure the customer that you have the parts in stock, and will provide a hassle-free experience. Close with a friendly message such as: “We care about your safety, and we’re here to help. Please contact us to schedule your appointment at your earliest convenience.” Include links to your appointment scheduler.

Sales and Service Follow Ups

Following up after a sale or service visit is a great opportunity to show appreciation and gather valuable feedback. Personalized video messages are a great tool for making your customers feel valued.

In these videos, the salesperson or service advisor can thank the customer for their business, ask for their feedback, and let them know that they’re available for any future needs. For example, the video could say something like: “Thank you for trusting us with your vehicle. Your satisfaction is important to us, and we’d love to hear how your experience was. Please let us know if there’s anything else we can do for you.”

Birthday and Anniversary Videos

Sending birthday and anniversary greetings is a great way to maintain contact with customers between visits. Elevate these communications by creating a warm and friendly video from your General Manager.

In a birthday video, wish the customer a happy birthday and include a positive message such as: “We hope this year is filled with great memories and even greater drives in your vehicle!” Offer a special birthday gift, such as a service discount or free car wash.

For anniversaries, congratulate the customer on their vehicle purchase anniversary, remind them of the great choice they made, ask for a referral, and extend an invitation to visit if they are considering a new vehicle.

Video is a powerful tool that humanizes CRM communications and creates deeper connections with customers. No matter what type of message you are sending, incorporating personalized video can significantly boost the effectiveness of campaigns.