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Castrol to expand business support

Lubricants supplier Castrol is to expand its role as a supplier of aftermarket support services with a number of launches under its Castrol Professional banner.

Castrol Professional was launched at the start of last year.

It gives franchised dealer and large independent repairers access to three exclusive oils, GTX, Magnetic and SLX, which offer greater engine protection than its retail brands, and to business solutions that focus on improving lubricant profits, parts and labour sales and customer satisfaction.

The new services fall under business solutions and will be launched within the next two to three months.

Red Carpet training is designed to improve customer handling skills by service receptionists.

It was developed after research by Castrol revealed issues in the way manufacturers supported dealers on aftersales.

Their training was focused on technical rather than customer service skills.

Castrol’s programme is based on best practice in the airline industry, in particular Singapore Airlines.

It is split into two courses, each covering three 90-minute modules.

They are:

  • Winning relationships
  • Connecting with customers
  • Dealing with conflict
  • Building confidence
  • Selling good advice
  • Knowing the customer
  • Selling the benefits
  • Tackling customer objections.

    Castrol has also started trials of e-Marketing, which creates personalised customer emails for new/used car sales, post-service contacts, CSI surveys and bodyshop services.

    It offers full email tracking, including open rates and click-throughs.

    The programme is based on a scheme used by Castrol’s Australian business and has been piloted by a handful of dealerships in the UK since the end of last year.

    “They have sold new cars as a direct result of using e-Marketing and it has also reduced their direct mail costs,” said Adrian Brabazon, Castrol Lubricants Europe OEM & workshop marketing manager – UK and Ireland.

    Later this year it will be expanded to include text messaging.

    This will be a two-way solution, enabling customers to respond to service reminders or satisfaction questions.

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