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How daily targets led Rybrook Warwick BMW to global aftersales success

Rybrook Warwick may have won an AM Award and BMW’s own award this year, but there have not been dramatic changes over the past 12 months. The awards came on the back of four years of sustained success. Building that success took a long time. Rybrook Warwick explored every avenue of potential business over the years and dissected it, changing personnel when necessary.

The aftersales department brought in a ‘no appointment necessary’ policy after Birchall realised that no other retailer outside the automotive industry would ask a customer to make an appointment.

“You have to book in for the dentist or the doctor’s. We moan about them all the time, so why are we making customers make an appointment?

“We can cope with however many customers we are faced with on a daily basis without a problem. We’re prepared for it. We have a lot of corporate customers around the area and if their service light comes on, they know they can just drop in and we’ll get it sorted.”

Rybrook brought in extra resources last year, with a person dedicated to following up with every customer within 48 hours of their visit, just to check everything is satisfactory.

Every comment a customer makes, anywhere within the business, is collected and sent out to everyone in the aftersales department. Transparency is very important to Birchall and he believes it helps people within the team manage their time more efficiently, but also drive growth.


‘Every day is a month-end’

“We don’t have a month-end in this organisation. Every day is a month-end. It’s been the secret of success, with everyone trying to get as much as they can out of the day, rather than panicking. We don’t have late nights.”

The aftersales department at the dealership has a particular figure to aim for every day, but so does each team member. All service advisers and technicians can see where they are in terms of their performance in real time. If they are behind the pace, they can give themselves time to catch up.


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