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View from the top: Dealers must communicate

By SIMON CASHMORE, managing director, manufacturer, importer and dealer services, RAC Business Solutions

The continued roll-out of the block exemption rules pose challenges downstream for dealer groups.

It will provoke a decision among certain dealers about the whole sales mix, and where they need to focus their time and investment for the best returns.

In the face of these changes, manufacturers and motor retail businesses will need to continue being innovative and provide the best quality of service to achieve repeat custom. They will need to look at how they communicate with their customers and develop consistency in handling processes.

Motor retailers have begun to recognise the importance of aftersales in maintaining their relationship with the consumer, but there is still work to be done. Providing a high standard of service for vehicles is no longer enough – dealerships must improve the total service they offer their customers – and it is here that service providers such as RAC Business Solutions can assist.

RAC Business Solutions already works with a number of prestige and volume car manufacturers as well as their franchised dealer networks. Services on offer vary from outsourced customer care and centralised service booking to technical team training, sales lead management and mystery shopping programmes.

n This monthly column will examine the issues faced by motor manufacturers and retailers, with comment from leading figures in the automotive sector on the decisions they take that help keep their business at the forefront of the industry.

It aims to give AM readers an insight into how prominent dealer groups become, and remain, among the most successful in the country.

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