Major Auto Manufacturer Achieves Record Recall Completion Rate
WHAT WE DO
Recall
Talent Acquisition
Location Intelligence
INDUSTRY
Automotive
RESULTS
3 Million Door Knocks
375,000+ Recall Completions
225,000+ Mobile Repairs
Countless Lives Saved
Life-Threatening Airbag Recall Demands Non-Negotiable Repair Completion Compliance
A leading automotive manufacturer needed help connecting with customers and ensuring repairs for the nationwide Takata Airbag recall impacting 60 million vehicles across 19 manufacturers. In most recall cases, manufacturers complete less than 80% of repairs, but with this recall, where most of the impacted vehicles were for model years 2001-2009, typical completion rates were below 60%.
For this recall, the National Highway Traffic Safety Administration demanded manufacturers identify 100% of impacted vehicles as repaired or otherwise accounted for in a specific timeframe. With lives on the line, the manufacturer engaged MarketSource to greatly expand and enhance their traditional recall process to reach this unprecedented target.
CHALLENGES
Low completion rates for life-threatening recall
Hard-to-reach affected customers
100% regulatory compliance requirement
3 Million
door knocks by our field canvassing team, equipped either to coordinate repairs with dealerships or complete repairs on the spot while customers waited.
KEYS TO SUCCESS
Rapid deployment of high-quality field canvassing team
Expert geographic information system (GIS) tools and analysis
Data-driven, targeted canvassing and strategic territory mapping
Coordination and completion of convenient, on-the-spot repairs
Customized Salesforce instance
Multilingual, omnichannel outreach
Rapid Deployment of Trained, Multilingual Field Canvassing Team Achieves Record Repairs and Compliance
In less than 70 days, MarketSource trained and deployed a quality, field canvassing team who went door-to-door, equipped either to coordinate repairs with dealerships or complete repairs on the spot while customers waited. Canvassers worked unconventional hours and often had to be bilingual in English and Spanish or fluent in Vietnamese or Korean.
Our tech stack enabled our rapid, efficient, turnkey management of the recall program. To locate customers, we relied on our GIS capabilities, drawing on multiple address and data sources to pinpoint accurate customer information. We used territory mapping to assign canvassers to the most efficient routes. We also installed a custom Salesforce instance and integrated other elements into the platform designed to fulfill the project’s specific requirements and ensure continuous optimization.
We deployed an omnichannel outreach approach, including postcards, certified mail, emails, phone calls, and social media. We also developed marketing materials in multiple languages with simplified messages, including photos of customers injured by rupturing inflators.
Real-World Results
3 Million Door Knocks
Over 375,000 Recall Completions
Over 225,000 Mobile Repairs
Countless Lives Saved
Six months after the completion of this work, the client asked us to expand their airbag recall mission across the US, for which MarketSource provided nearly 500 additional canvassers. Our geographic information system (GIS) team conducted heat mapping to indicate where, based upon VIN information, owners lived in areas with large populations of non-English speakers, including Japanese, Chinese, Yiddish, and Hmong. Even with these specific language requirements, MarketSource hired, onboarded, and trained these additional resources in 93 days.
Following the success of this initial program, we have been awarded contracts for and provided turnkey, fully managed solutions to six additional OEMs. This program was so successful that our client honored us with an award of Premier Partner of the Year for our assistance with the mission.