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AM Awards 2014 - Excellence in Aftersales: Rybrook Warwick

Rybrook Warwick aftersales manager Simon Birchall (centre) with Sophie Raworth and Enterprise’s Naj Khan
Rybrook Warwick aftersales manager Simon Birchall (centre) with Sophie Raworth and Enterprise’s Naj Khan


As the benchmark for average overhead absorption continues to fall, Rybrook Warwick has bucked the trend, improving from a position of 54% in 2008 to 122% in 2013 by implementing a customer service and reward culture.

The current UK average for overhead absorption is 56.2%, with the benchmark set at 80%.

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Rybrook Warwick’s total sales in the aftersales department increased by almost 8% in 2013 and direct profits increased by 7%. Growth has come from retail parts, labour sales, customer satisfaction and a focus on continual staff training.

Aftersales manager Simon Birchall leads the team. Members now earn commission from upsells on oil inspections, tyre changes and service packages.

Birchall has “bullet-proofed” the business, making it less vulnerable to market whims or economic dips by training and rewarding service advisers. Rybrook’s service advisers see customers five times more than the sales team and are rewarded with industry-leading commission rewards.

Rybrook Warwick has focused on making sure it has the right team in place, identifying members of staff who fit its business objectives and parting with those who don’t.

The aftersales department is also paid on customer satisfaction results and how the dealership stands in comparison with other dealers in the BMW network. Rybrook is currently in second place for customer satisfaction in the UK.

The business has made continual improvements in its customer service ratings, going from 79.37% in 2008 to 91.26% in 2013.

A focus on service has meant Rybrook Warwick has successfully retained customers and stopped them going to

independent competitors, with customers happy to pay increased, but competitive, labour rates. Customers who  have walked away are offered a price match and Rybrook Warwick will win them back with its high level of customer service.

The judges were impressed with Rybrook’s continued improvement and it is clear that when staff are well managed and allowed to develop, significant results can be achieved.

Highly commended: Bowker BMW Blackburn; Pebley Beach

Also shortlisted: Devonshire Motors

Previous winners: Rybrook Warwick (2011); Blackshaws Garage Alnwick (2012); Milcars Mazda (2013)

Category sponsored by Enterprise Rent-a-car.

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