CWI: Service Market Segmentation (ENG)

Marketing is the process of identifying and satisfying customer needs. That process becomes impossible with the thousands and thousands of customers that you have in your assigned area of responsibility (AOR). As a result of that truth, it becomes important to be able to find out what the customer needs and wants, and then to be able to find common elements of their business that will allow you to group them with other customers of common needs and wants.

That is the aim of market segmentation. Market segmentation is the process by which marketeers divide potential customers into smaller groups that are looking for similar benefits from a product or service. The goal is to isolate a group that prefers these features and benefits, and to develop a sustainable differential advantage that satisfies their needs. All of the methods and processes that are required to perform this are covered in the program.

We cover the industrial focus, the individual demographics, and the psychographics. We also have to assess the dealer strengths and weaknesses, as well as reviewing the same strengths and weaknesses in the competition. All of this and much more is covered in this comprehensive program.

CWI: Service Market Capture (ENG)

The parts and service businesses within the construction equipment Industries has never had a precise method to calculate the share of the labor market for a specific brand. To some degree this has allowed the service business to operate without a critical performance measure being in place.

This program married the market potential, which is covered in another class, with the actual sales for a dealership for a specific brand. The market potential model allows a dealer to calculate the potential consumption of labor on specific machines. That, together with the actual service sales, allows a calculation to be done arithmetically that determines the percentage of a customer business obtained by a dealer.

This class provides a detailed methodology to calculate the share of the market the dealer obtains. This is the market capture rate that the dealer obtains in the labor business. Ideally, we would be able to perform this calculation by machine model.

Similarly, we touch on the “mean time to failure (MTF)” statistics provided by the OEM’s for their products. With territory potential, market capture we can drive market coverage methods which with the MTF the sales force can be targeting customer needs in a timely manner. This program covers all the details and methods required to perform the calculations required to measure market capture.

CWI: Service Making Money (ENG)

With everything that goes on in a labor business it is easy to forget that we also have a responsibility to make money. We have to make money to be able to pay competitive wages to attract and retain talented employees. We have to make money to have available buildings and equipment that allows us to perform repairs and rebuilds and maintenance on the equipment we represent. We need to make money to be able to provide the most current tooling and training to provide effective and efficient labor.

This program provides you with the understanding of the costs of operating the service business. It exposes you to the means and methods of how to make money. From understanding how the labor prices are created and how those pricing systems work. How the prices are calculated and the variables that are in use. You will learn their effect on the gross profit. The approach used to derive the price points based on skill sets, job degree of difficulty and frequency, will be explained in detail.

When performing repairs and maintenance the employee needs to understand the impact that their work makes on the profitability of the department and in fact, on the dealership as a whole. This class provides all of that.

CWI: Service Make It Matter (ENG)

Everything that we do in the labor business has a profound impact on our customers, suppliers, coworkers, and other stakeholders. There has to be a difference in what and how you do your work that is visible and obvious to everyone that you touch in the performance of your work.

You have to be able to answer two very simple questions. But they are not that easy to answer. What do you provide?  What do you do? Most of us will look at these questions and think it is obvious, it is self-evident. We supply labor solutions – repairs, rebuilds and maintenance.  Pretty simple, isn’t it? The trouble with it is that there are many people trying to do it. We have to recapture the business we have lost from our customers and competitors. We have to make a difference. We have to make what we do “matter.”

We will explore who you are and what you bring to the organization and to the customer. We will explore how and why you make a difference. Each of us has to create our own brand. That is how we will differentiate ourselves and what we do from the crowd. We will explore serving people in the parts business. We will explore all that our work means to the market and how we make a difference: how we make it matter.

CWI: Service Maintenance Programs (ENG)

Everyone knows about the repair and rebuild business. That is where the excitement is for technical people. In the product support business, we have two major goals: reduce the owning and operating costs for the machine owner, and protect the residual value of the machine. The first step to understanding how to reduce owning and operating costs is to understand the importance of the maintenance service recommended by the OEM. Most customers view maintenance as the necessary evil of changing fluids and filters. There is much more to it than that. How to develop a maintenance program to reduce those operating costs is the theme in this program.

There is a fundamental conflict that has to be dealt with in the labor management group. Maintenance is boring, anyone can do it. In fact the OEM dealer has less than 6.5% of the maintenance market. Nearly 90% of the maintenance is done by a customer mechanic. Yet survey data indicates that nearly 90% of the customers would give the maintenance business to the dealership if their price was less than what the customer currently pays.

This program will discuss the methods and processes to follow in order to be able to meet that price and performance need.

CWI: Service Leveraging Assets (ENG)

The service department is known to provide repairs, rebuilds, and maintenance services. We manage the labor function to have the highest possible labor efficiency and quality. High performance in a Service Department must maximize efficiency, maximize quality, and satisfy customers.  The first step to understanding and accepting what we have to do is to understand the assets at our disposal. From the technical skills of the mechanics, to the bays and vehicles we work from, and the specialized tooling there is a lot to consider. How to leverage these assets is the theme in this program.

Individual employees want to do a good job and they want to be able to provide the highest level of skill possible. We have a responsibility to maintain those skills with professional training programs. From the OEM’s, to specific training within the dealership we will explore all that training entails. It starts with the skills set inventory for each technician, and then a training plan for each person can be developed. We are expected to make money on our labor. What is less understood is that we are intended to be able to recover our costs on all of the tools and technology we use. In this program we uncover methods to be able to recover these department costs in a manner that is fair to customers and the company.

Each employee can show off their skills and knowledge especially well if we provide them with the comprehensive training and tools necessary to deliver world class service. We must provide leverage on these assets. This class is an important piece of their learning.

CWI: Service Leadership (ENG)

The management and supervision in business is in many cases misunderstood. You manage process but you have to lead people. Often, we get consumed by our need to improve our processes. Since the 1980’s with the “Japanese” continuous improvement movement we have been obsessed with eliminating non-value added, tasks and processes. But what have we done to inspire management to improve their ability to lead their employees.?

Leadership is a complicated function. It involves compassion, courage, trust, integrity, commitment, loyalty, inspiration, and communication. A true leader will take people to places that they would not have gone to on their own. This program explores the true meaning of leadership and talks about differing leadership styles and their impact on performance.

Leadership has to ensure that the day to day operations are performing and at the same time they must focus on the future. They also have to understand and accept how important managing change is to improvement. They have to be able to look at their businesses with “fresh eyes” to ensure that they can identify and eliminate their “sacred cows.” This is a critical class for anyone in a leadership position.

CWI: Service Labor Efficiency (ENG)

Labor efficiency and labor quality are the two most important performance measures for supervision of a service department. The way in which you measure labor efficiency leads you to be able to manage labor efficiency.  Detailed definitions and calculations, as well as tried and true methods to achieve high labor efficiency are the hallmarks of this program.

When employees are given specific direction the results are impressive. Without it, the results can be disastrous.  Billing efficiency, or the amount of time that can be billed versus paid, is not the same as labor efficiency. Labor efficiency is owned by the technician, but is directly influenced by the methods used to schedule work by the first level supervisor. This brings together inspections, job segmentation, standard jobs coding, and standard job times. Fundamentals of scheduling then can be applied and allow the performance of the work by a service department to become predictable.

Finally, the elements that interfere with good labor efficiency are exposed and suggestions developed for each so that they can be overcome. The customer will benefit greatly from predictable completion dates which will be the “intended” consequence of this program for all service management and supervision.

CWI: Service Inspections (ENG)

Customers, for the dealership service department, have grown used to performing service maintenance and minor repairs either themselves, or with the help of independent mechanics. This has led them to the conclusion that repairs are easily done and that they can diagnose problems with their equipment without much help from anybody.

While it is true that some of the customers, employees, and independent mechanics can perform very technical work, it still remains the dealership that has access to all the technical expertise that is provided by the manufacturers of the equipment.

The parallel that will be presented in this program is that of the doctor. The technician performing the inspection is a qualified analyst, trained to know what to look for and what the symptoms mean. The inspections that we are talking about here are diagnostic inspections to be performed prior to conducting any repairs, quality control inspections to be done after work has been completed, and machine appraisals which would be required of machines being traded in or being purchased used.

This program on inspections will provide you with an outline – a process – to follow in developing the inspection programs listed above for your dealership. This outline will allow you to improve all repair processes as well as have a more consistent condition report on used equipment.

CWI: Service Flat Rate Standard Times (ENG)

Customers want to know how much the repair work will cost before they approve the job you will perform. We have to provide this important information. In order to do this, we must manage our repairs with job codes. We must determine standard jobs, and then track them every time we perform them. In this way, we can develop a “standard time” which is different than average time. You will learn the secrets of flat rating in this very detailed program.

The job code structure is where this begins. The manufacturers provide a job code for use with warranty jobs. This is the same logic that dealers must use to manage the repair and maintenance jobs. The code needs to be easy to understand and search out in a file or on a system. Once we have the job codes, then the inspections and job structures need to follow the same logic. How to develop the job codes and then utilize them to develop and manage history is a critical element of this program.

The determination of the standard time is also misunderstood by most. It is NOT about the average time to perform the job. Learn the perils of assuming all the risk on jobs, and how to provide for those risks with standard times. This program will be of value to anyone in management who wants to move away from a job shop structure.