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Nissan mandates video technology across UK aftersales departments

Nissan’s UK dealer network will all be using CitNOW video technology in their aftersales departments from April 1.

Nissan trialled the eVision technology with Nissan’s largest retail partner West Way Group and took the decision to mandate the technology across the network after the business saw a 39% increase in red work sold across two consecutive quarters in 2013.

Technicians use video to highlight their work, including green items, amber and red work. Customers are then able to view the video and make a decision on what work is then carried out. It helps dealers to visually demonstrate the condition and wear on certain items of the vehicle during a service.

CitNOW is already in 70% of the Nissan dealer network, but will be mandated from April 2014.

Chris Marsh, aftersales director at Nissan Motor (GB), said: “Economic pressures are, not surprisingly, making customers consider their alternatives before having service work carried out.

“Given our enviable position in the UK market, we were determined to provide an innovative solution which would help create trust and transparency across our network and help support our dealers increase customer retention and parts revenue.”

Marsh and his team originally started looking for a video solution in late 2012, aware of the continued decline in the total volume of service and repair work in the UK.

Kevin Gaughan, aftersales director for West Way Group, released figures to demonstrate the impact of video on the service department across the group.

Westway sites Red value sold per VHC (£) without CitNOW Red value sold per VHC (£) with CitNOW % increase
Aldershot 65.03 92.64 42%
Basingstoke 61.18 76.42 25%
Birmingham 72.44 101.77 40%
Coventry 49.88 51.64 4%
Manchester 86.01 102.17 19%
Oldham 69.44 51.64 37%
Oxford 54.62 102.17 139%
Rochdale 64.20 94.90 26%
Southampton 64.82 130.74 53%
Stockport 84.58 105.53 25%
Stourbridge 46.68 69.16 48%
Wolverhampton 49.17 65.64 33%
Group average 64.29 89.16 39%

Alistair Horsburgh, CitNOW chief executive, said: “There’s more to these results than just the technology. It’s also about the process and implementation, which is part of the service we supply to Nissan and dealer groups like West Way.”

Marsh said: "eVision is a central part of our aftersales customer retention strategy. The ability of the entire network to offer the same, consistent level of service to our customers is critical to growing retention and meeting the needs of our customers."

Nissan is also looking at how it can use video in other ways, one example given was in the warranty claims process, where video could be used to help speed up the decision making process on warranty work.

Marsh said: "Our warranty team often ask for additional images - video solves this problem immediately and we have the added benefit of a commentary from the technician taking the video."

CitNOW video of technicians from other dealer groups describing what it's like to use the system:


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