What is Royal Enfield Service?

Royal Enfield Service refers to the periodic maintenance, replacing damaged parts and repairing accidental bikes for Royal Enfield owners. Royal Enfield has a recommended periodic calendar for servicing and offers the first 3-4 servicing for free. Whenever a bike reports to an authorised Royal Enfield Workshop, a service consultant provides personalised attention to the customer and ensures the bike is checked as per RE Standards. Some additional packages provided to customers are:

• Extended Warranty: Extends the 3-year warranty to 4-5 years; damaged parts (no customer fault) replaced free; void if maintenance lapses.
• Roadside Assistance: Toll-free service for breakdowns, towing, fuel top-ups, punctures, or emergency repairs.
• AMC (Annual Maintenance Contract): Prepaid service package covering labor, oil, and maintenance, ensuring cost savings and regular upkeep.

Why choose RE over local garages? (CVP)

Royal Enfield Service offers genuine parts, personalized service, and integrated support systems exclusively for Royal Enfield owners. The core advantages include:

• Warranty Protection: Regular servicing at authorized workshops is mandatory to maintain warranty and roadside assistance benefits.
• Trust Factor: Customers trust the brand for escalation mechanisms and accountability, ensuring issues are resolved effectively.
• Comprehensive Care: Services such as extended warranty, roadside assistance, and Annual Maintenance Contracts (AMC) provide peace of mind and long-term savings.
• System Integration: Customer and vehicle data are systematically stored, allowing streamlined and personalized service.

While Royal Enfield Service is more expensive than local garages, its brand trust, genuine parts, and exclusive benefits set it apart.

Natural Frequency

The natural frequency of service for all bikes is twice a year. The visits generally are more during the first year of bike ownership as RE provides 3-4 free service appointments. Royal Enfield recommends 2 visits annually in the subsequent years, but older vehicles are serviced less frequently, despite recommendations.

AMC users and those under extended warranty are more likely to adhere to the recommended frequency.

User Experience

Royal Enfield ensures a consistent and engaging user experience through providing extensive training to employees across workshops. The SOPs for the frequency of parts to be changed, along with personalised customer service training aims to make the experience seamless.

The customers can interact with the offerings of Enfield through the Royal Enfield App or Website, or simply call up the local workshop. Enfield reduces friction in scheduling appointments by:

• Service Reminders: Workshops proactively contact customers for scheduled services.
• Multi-Channel Booking: App, website, and direct calls to workshop representatives facilitate appointment booking.

Engagement Framework

The engagement framework has to be depth.

Why? An increased natural frequency would indicate a diminishing the quality of the bike or signal inadequate service being provided at the workshop- red flags. Also it cannot be breadth as all the "offerings" of RE are meant to incentivise employees to come to the workshop- the soft products are simply packages/bundles to ensure the customer gets his bike serviced.

Depth can be measured through.

• Revenue per Service: The focus is on increasing the value of each service visit by offering additional services, upselling AMC, or extended warranty options. (Metric: Revenue/Job Card, Customer Satisfaction, AMC Renewal Rates etc.)
• Comprehensive Vehicle Healthcards: Encouraging thorough inspections and value-added services to maximize the customer’s interaction during each visit. (Customer Satisfaction, Average life of Bike)

Active User Definition

An active user is defined as any Royal Enfield owner who has serviced their bike within the past 6 months or have bought their bike within the last 12 months.
Enfield defines lost customer as someone who has not come for service for the last 6 months, and further divides lost customers between customers who came for service between the last 6 months to 2 years, and customers who have not come for the past 2 years.

ICP

User Segmentation

I will segment users into Casual, Core and Power on the basis of how closely they follow the recommended servicing schedule.

Engagement Campaigns:

1. AMC Service Reminder Campaign

• Segmentation: Power Users transitioning to Core Users (AMC holders).
• Goal: Drive engagement by reminding them to use their AMC benefits.
• Pitch/Content: “Your AMC service is due! Enjoy a free oil change, no labor cost, and 5% off spare parts. Visit us today to keep your bike in top condition.”
• Offer: Free oil change, no labor cost, and 5% off spare parts (part of AMC).
• Frequency and Timing: Sent 2 weeks before the due service date via email, WhatsApp, and service reminder calls.
• Success Metrics: Service booking rate, AMC usage rate, retention rate.

2. AMC + RSA Renewal Campaign

• Segmentation: Loyal Power Users nearing the end of their AMC cycle.
• Goal: Encourage AMC renewal before expiry.
• Pitch/Content: “Extend your AMC today at a discounted rate and continue enjoying hassle-free servicing, free oil changes, and exclusive benefits!”
• Offer: AMC renewal at a discounted rate if renewed before expiry.
• Frequency and Timing: Sent 1-2 months before AMC expiration via email, WhatsApp, and calls.
• Success Metrics: AMC renewal rate, conversion rate of pitches, customer retention.

and

• Segmentation: Customers whose 2-year RSA is expiring.
• Goal: Retain customers with RSA benefits.
• Pitch/Content: “Ride worry-free! Extend your roadside assistance today and stay covered for fuel top-ups, flat tires, accidents, and more.”
• Offer: 10% discount on RSA renewal if purchased within 30 days.
• Frequency and Timing: Sent 1 month before RSA expiry via email, WhatsApp, and reminders.
• Success Metrics: RSA renewal rate, new RSA purchase rate, customer retention.

3. At-Risk Customer Re-engagement Campaign

• Segmentation: At-Risk Customers (haven’t visited in 6+ months).
• Goal: Re-engage customers with a free service check.
• Pitch/Content: “We care about your bike! Get a free 15-minute health check to ensure everything’s running smoothly. No strings attached—just personalized care.”
• Offer: Free annual vehicle health check.
• Frequency and Timing: Sent 1-2 times a quarter to at-risk customers.
• Success Metrics: Conversion rate (free check-ups), re-engagement rate, follow-up service bookings.

4. Project Shine Campaign

• Segmentation: Casual Riders in the Free Service Cycle (bikes ~12 months old).
• Goal: Introduce additional low-cost services to casual riders.
• Pitch/Content: “Make your bike shine like new! For just ₹300, get our special bike polish and turn heads wherever you ride.”
• Offer: Bike polish service for ₹300.
• Frequency and Timing: Sent via WhatsApp and email post the second free service (~12 months into ownership).
• Success Metrics: Uptake rate of the offer, add-on service revenue, customer satisfaction.

5. DIY Camp Campaign

• Segmentation: Core Users nearing the end of their free service cycle (~18 months).
• Goal: Prevent churn and transition these users into consistent, engaged customers.
• Pitch/Content:
  "Join our exclusive DIY Camp and learn essential bike maintenance skills from our expert technicians! Change your oil, adjust your brakes, and keep your bike in top condition—all while meeting fellow RE enthusiasts."
• Offer: Free hands-on workshop with technicians, free refreshments, and a voucher for 10% off their next service or accessory purchase.
• Frequency and Timing:
  Hosted monthly or bi-monthly in the evening; invites sent via WhatsApp, email, and during their final free service visit.
• Success Metrics:
  Workshop attendance rate, conversion of attendees into power users, frequency of post-event service visits, accessory sales generated.

DATA ✨✨

Pls note: The data is specific to a single dealership in a tier-2 city in India.

Over the last 3 years, the retention of bikes has significantly improved due to higher focus on service reminder calls and ease in booking appointments through the app/website, coupled with an increased demand of AMCs.
The frequency has also increased due to a higher number of newer bikes (with 3-4 free services a year) being present in the market, along with an increase in repeat repairs.

From the above data, it is clear that despite the increased frequency in 2023 and 2024, only 33% (and additional 14%) of people are following the recommended service schedule (2 times for paid, 3 for free), while over 42% of customers are coming only once. Almost 12% of users are required to come for than the recommended servicing schedule, which indicates a gap in the service quality at that dealership.

The following data shows retention and frequency data for U series (Bikes older than 3 years) and J series:

The share of U-series (higher revenue generating) has fallen significantly in 2024, coupled with a drop in the frequency of the sa,e. The no of customers with older bikes who reported to the workshop has fallen by ~12%. This shows that the focus of the team was on driving engagement with the newer models (indicated by the increase in retention+frequency) and a lack of re-activation/resurrection campaigns to re-onboard the previous power users.

What are people leaving?

The main voluntary reasons for churn are poor customer experience or the comparatively higher prices when compared to local garages.

Negative Actions

• Low NPS & In-Moment Ratings: Indicates dissatisfaction with overall service experience.
• Increased support tickets & complaints to corporate: Reflects unresolved issues or poor service quality (less than 1%).
• Service cancellations/no-shows: Signals disengagement or lack of interest.
• Low AMC redemptions: People who paid for AMC not coming for servicing.
• Low AMC renewals: Indicates reduced commitment or interest in continued service

Campaign 1: Labour AMC for Lost Customers (2+ years)

• Segmentation of User Type: Lost customers (haven’t visited in the last 2 years).
• Pitch/Content: "We’ve missed you! Reignite your bike's performance with our exclusive offer: Labour AMC at Rs. 2499, including 2 free oil changes and free labor on any service. Plus, enjoy discounts on spare parts!"
• Offer: Rs. 2499 Labour AMC, 2 free oil changes, free labor, and discounts on spares (worth ~Rs. 4000).
• Frequency and Timing: One-time offer, targeting customers who haven’t visited in over 2 years; told them through "exclusive" WA campaigns and reminder calls; also present on banner in app.
• Success Metrics: Number of lost customers converting, increase in foot traffic, and revenue from spare parts.

Campaign 2: Vehicle Anniversary (3 Years)

• Segmentation of User Type: Customers with bikes approaching 3 years of ownership.
• Pitch/Content: "Happy 3rd Anniversary! Celebrate your bike’s journey with us. Get a free health check-up and exclusive discounts on labor during your 3-year service visit."
• Offer: Free health check-up + discount on labor.
• Frequency and Timing: Annually, targeting customers whose bikes are nearing 3 years old; through WA Campaigns + Reminder calls +emails
• Success Metrics: Number of customers attending, increase in labor revenue, and conversion to other services.

Campaign 3: Dealership 10 Year Birthday

• Segmentation of User Type: Customers who bought bikes in the dealership’s first year.
• Pitch/Content: "Join us in celebrating 10 years of excellence! We invite you to visit our showroom for an exclusive bike exchange offer, free health check-up, and special servicing deals. Enjoy cake and more!"
• Offer: Free health check-up + special servicing deals, with the option to exchange bikes.
• Frequency and Timing: One-time event, tied to the dealership’s 10-year anniversary.
• Success Metrics: Foot traffic to the showroom, number of bike exchanges, and increase in service bookings.

Campaign 4: Customer Experience Resurrection Campaign

• Segmentation of User Type: At-risk customers who churned due to poor customer experience (e.g., service delays, poor communication).
• Pitch/Content: "We heard you! Your complaint was registered and addressed, and we’ve made significant improvements in our service. Come back to see the positive changes firsthand. We’d love to make it right with a complimentary service and a special offer."
• Offer: Free service (e.g., tire check or basic maintenance) + 20% off on any service.
• Frequency and Timing: Targeting customers who churned in the past 6–12 months due to poor experience; sent through WA Campaigns, emails and reminder calls.
• Success Metrics: Number of at-risk customers returning, NPS score improvements post-service, and reduction in future churn.

Campaign 5: Free Home Pick-Up & Drop

• Segmentation of User Type: Sent to members who raised support tickets or indicated dissatisfaction due to long wait times in feedback surveys.
• Pitch/Content: "We understand your time is valuable! Enjoy free home pick-up and drop-off for your bike servicing, making your experience hassle-free."
• Offer: Free home pick-up and drop-off for servicing.
• Frequency and Timing: Sent a day after their service was due but they did not turn up.
• Success Metrics: Number of customers using home pick-up and drop-off, reduction in service waiting times, increased customer satisfaction.
• Channels: Sent through WhatsApp campaigns, app push notifications, email, and calls.