Drivers will be encouraged to contact their closest Audi Centre rather than going to a bodyshop recommended by their insurance company. The centres will benefit from the increased customer support and revenue opportunities presented.
"An Audi Centre which is structured to react quickly, communicate efficiently and provide valuable support to a customer involved in an accident will not only be rewarded with loyalty, but also potential incremental business," says Dominic Elms, head of aftersales at Audi UK.
To date, 50% of the country’s 133 Audi Centres are using the technology. All have access to the Accident Exchange website where staff can access real time claim and management information.
Currently 60% of prestige drivers will contact their dealership first in the event of an accident. Of these, half are likely to be referred back to their insurance company with the centre losing out on the repair and body retention opportunity.
Audi UK’s objective is to focus on retaining these customers within the Audi Centre network through an integrated Aftercare solution.
Like Jaguar, which has a similar scheme in place, Audi will use an Accident Aftercare membership card and welcome letter to market the service to its customers. All the UK’s Audi bodyshop customers, including those connected through new, used and aftersales, will receive free membership.
Many motorists go directly to their insurance company when their vehicle requires bodyshop attention. This is because they believe their insurance could be invalidated if they go to a dealer not associated with their insurance company.