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Although no one wants a car breakdown to be part of their road trip agenda, it's bound to occur. Here's how you can use the summer travel season to your advantage to build brand affinity with your customers in their time of need. 

The arrival of summer not only means warmer weather and longer days, but also the kick start of travel season, a time when your customers need roadside the most. This year is expected to be one of the busiest travel years in nearly two decades. According to The Vacationer, an estimated 75% of Americans plan on taking a road trip this summer. Of the 196 million people taking to the roads, over half (56%) will travel up to 250 miles from home¹. Although no one wants a car breakdown to be part of their travel agenda, research shows that it’s bound to occur. 

The good news is that you have the advantage to turn these negative experiences into positive ones. What does this mean for your customers (and ultimately your brand)? Saving the day by providing excellent roadside support is the perfect opportunity to create memorable touch points with your drivers. You can be the hero by resolving the inconvenience and stress that roadside events present. Even if your customers don’t need roadside, their brand affinity will increase knowing you have their back should something go wrong.

Here’s how being there for your customers in their time of need this summer is one of the most significant ways to boost retention and overall brand affinity. 

SAVE YOUR CUSTOMERS MONEY

Ongoing inflationary concerns are forcing summer travelers to plan their excursions through a budget conscious lens. Having fewer discretionary dollars will cause more than a third (36%) of summer vacationers to go into debt to pay for their trip². An unforeseen car breakdown during a road trip is, of course, unfortunate–but what is even more detrimental is the out-of-pocket costs consumers pay for roadside assistance when they don’t use their roadside coverage; including paying for motor club memberships like AAA that cost over $100 when they already have access to roadside through their existing insurance, warranty, or service contract programs. 

The average cost of a 10 mile tow is about $190. However, take into consideration the fact that summer road trips consist of longer distance traveling, and this can quickly rack up. Average towing expenses for 25 miles is about $300, and average towing expenses for 50 miles is over $550. This doesn’t take into account the other various elements that can impact cost, such as vehicle type, time of day, or type of terrain the vehicle must travel through.

It’s important to remind your customers to utilize their roadside coverage when faced with an event. Out-of-pocket costs will not accrue if they stay within coverage limits–or, if they do, costs will be less since their roadside program not only covers a majority of the expenses, but also offers discounted rates not available to the general public. Furthermore, if your roadside program also offers trip interruption coverage, remind your customers about this helpful benefit, which provides even more protection and cost savings that can alleviate inconveniences caused by roadside issues during their travels.

Using roadside not only helps your customers save money, but also emphasizes the importance of using resources they’re already paying for. 

PROTECT YOUR CUSTOMERS (AND YOUR COMPANY) FROM THE DANGERS OF DO IT YOURSELF (DIY)

Many customers try to solve their roadside event with DIY solutions, or bother friends and family with a request. Drivers have the misconception that DIYing saves both time and money, making it an appealing alternative–especially since they’re eager to get back on the road to minimize interruption in their trip.

However, we know this is not the case. Roadside fixes take time, know-how, and the proper tools to diagnose and repair the issue. As vehicles today have become more advanced, so have the repairs. Performing a roadside fix incorrectly can lead to greater expenses to correct the issue; not to mention jeopardizing driver and passenger safety. Additionally, serious injuries can result from a DIY job gone wrong, especially in the presence of oncoming traffic, bad weather, poor visibility, small spaces, and more.

Again, remind your customers that using roadside coverage is the safest, fastest, and most convenient way to get back on the road. Professional service providers have the experience, knowledge, and equipment necessary to execute roadside fixes quickly and adequately–all while adhering to strict safety regulations and protocol. Using coverage is a surefire way to protect your customers from further damaging their vehicles, as well as the dangers associated with roadside events, ensuring they experience the least amount of disruption during their travels.

LEVERAGE ROADSIDE AS A BRAND-BUILDING MOMENT

Within the auto industry, having meaningful interactions with your customers can be a minimal occurrence. Utilize roadside to your advantage as an opportunity to create positive touchpoints with your customers that you can then leverage to improve brand affinity. During this peak summer travel season, not only are you saving your customers money and ensuring their safety during a roadside event; your brand is presented with a hero-making moment to save the day. Great roadside experiences can translate into your customers’ likelihood to make them repeat customers, as well as refer your brand to family and friends.

MAKE ROADSIDE TOP OF MIND FOR YOUR CUSTOMERS

In the literal heat of the moment between the beach and a much needed frozen dessert, ensure your customers remember to utilize their roadside coverage during their summer travels. Optimize your customer-facing communication channels to include roadside messaging early and often–such as your website, social channels, email, SMS, and especially via your agents. Download our Summer Safety Guide to share with your customers.

Additionally, include messaging around how customers can access their coverage, such as the best way to submit a request for help when they need it. For example, many carriers today recommend using their mobile app for the most seamless roadside experience, as it connects drivers directly to dispatchers assigning the appropriate service providers to their location. In this regard, produce messaging about downloading the app in advance. Familiarization with how to request roadside digitally could be another key topic to reiterate in customer communication channels.

By making roadside top of mind for your customers, you can ride the wave of this busy summer travel season by ensuring you’re there for your customers in their time of need while simultaneously increasing brand affinity.

¹https://thevacationer.com/summer-travel-survey-2024/

²https://www.bankrate.com/finance/credit-cards/survey-summer-vacation/#insights