TCi's 'T3 Prime' designed to help customer engagement
By Kathy McCarron, Tire Business staff
DUNCAN, S.C. (July 20, 2015) — Tire Centers L.L.C. (TCi) expects to help its T3 dealer network compete more effectively in their local markets with its recently launched "T3 Prime" technology platform.
TCi, a subsidiary of Michelin North America Inc., said a recent dealer survey showed the top tire dealer concern was customer retention and loyalty.
While there are several software service providers offering platforms to address customer retention, according to Scott Patterson, TCi director of marketing, “none of the solutions in the marketplace seemed to reach consumers via multiple touch points, with a customized approach by dealer. They were very much two-dimensional, so we've worked with several vendors to develop a unique, integrated solution that is very customizable.”
T3 Prime, which is available to TCi's network of more than 1,000 T3-affiliated tire dealerships in the U.S., offers several features to help dealers improve their consumer retention and loyalty, the company said.
“The goals of T3 are simple. No.1 — help drive and retain retail traffic to participating dealers. No.2 — help dealers streamline their day-to-day operations to be as efficient and profitable as possible. No. 3 — help dealers enhance their consumers experience in conducting business,” Mr. Patterson told Tire Business.
“T3 Prime takes these three ambitions to a new level by leveraging technology, the national network of dealers, and industry relationships, without having to change their own unique identity in order to compete.”
The program offers mystery shopping, customer satisfaction calls and customer satisfaction emails to benchmark performance and establish training needs.
“Our participating vendors provide hands-on training within the program elements along with best practice and benchmark expertise. T3 Prime also provides visibility to high level sales data, market and industry data analytics that allow dealers to benchmark themselves vs. the program average, top performers and the industry. Visibility helps dealers and our local DDSMs (dealer development sales managers) work to identify specific training needs for each participating dealer,” Mr. Patterson said.
The program also provides dealers with their own branded, point-of-sale integrated mobile app for consumer scheduling, recall news, service notifications and specials, as well as email service reminders.
Dealers can integrate T3 Prime with their social media feeds and websites and use the program to develop advertising spots and materials.
“The T3 ad services department can simply apply dealer branding to email, direct mail, or mobile app push feed templates or completely design custom pieces for the dealer's individual needs and messaging,” Mr. Patterson said.
An element of this connectivity is TCi's use of "Service Connect," a branded mobile app developed and offered by DMEautomotive L.L.C., a Solera Holdings Inc. company. Service Connect, according to DME, is tailored for the aftermarket, offering features such as: Mobile Wallet; multi-location "geo-fencing"; service history tracking; loyalty status; recall notifications; vehicle history storage; etc.
T3 Prime also provides benchmarking of sales, service analytics and market share analysis.
“We are passionate about the success of our independent dealer network and are confident T3 Prime and our other innovative solutions can contribute to their overall growth,” Mr. Patterson said. “Helping our dealers compete and thrive is our goal.”
The company is offering T3 Prime for an undisclosed introductory price, which is subject to change in the near future, according to Mr. Patterson.
As more and more T3 dealers join the T3 Prime program, other features will be added, he said.
TCi comprises a commercial division and distribution unit with 87 distribution centers across the U.S.
Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].