Most dealerships already do service and MoT reminders, but there's plenty of scope for even more customer engagement..
Most Dealers devote the majority of time and effort to selling cars on the forecourt – and rightly so. But when it comes to promoting Aftersales, you might not be quite so pro-active – and it could be time to ask yourself why.
Your marketing is key when it comes to Aftersales, creating valuable and profitable relationships with your customers.
With reducing new car sales volumes, your Aftersales department is ideally placed to take more of the burden of overhead recovery. They already have an on-going customer relationship which can be used to generate additional revenue.Most dealerships already do service and MoT reminders, but there's plenty of scope for even more customer engagement, providing interesting and relevant information that's not just product-related.
By using the marketing automation function within your Dealer Management System, you can ensure you maintain regular contact with your customers. Your marketing department can run multi-stage campaigns, using content advised by service, which will be interesting to customers and help drive follow-up appointments. This provides a great opportunity for marketing and telesales support to take the pressure off Aftersales and significantly increase conversion rates.
To make your campaigns as effective as possible, ensure that a customer call is scheduled for one of your customer care team to follow up and secure the go-ahead for any extra work.
With the marketing automation taken care of, the Service advisor can concentrate on what they do best – looking after your customers and their cars, plus focusing on more complex servicing requirements. All of your service advisors remain within their area of expertise and provide the customer with the highest quality of service, creating happier customers, and increased deferred work conversion rates.