“With ever more capable integrated software tools available – workshop loading, for example – the need to use manual systems is fast disappearing. And by harnessing the power of the latest generation of software, there’s scope for more effective management reporting and decision-making.”

 

How dealers can better communicate with customers

Reynolds and Reynolds believes that with increasing choice for customers, dealerships need to improve how they communicate with them.

Marketing manager Howard Barnett said: “Despite the wide accessibility of the internet, we have found that about 80% of communication is still through the telephone.

“Therefore, as predominantly the first point of contact, dealerships must do everything to make communications as efficient and as productive as possible.”

Reynolds and Reynolds’s Integrated Telephone System tracks calls in and out of dealerships and generates reports based on call verification, duration and value.

“Data is captured from every call and even before the telephone is answered, the caller’s details and vehicle history are shown, enabling staff to greet them by name and to ensure a more personal and informed conversation,” says Barnett.

In terms of customer satisfaction, electronic VHCs have not only improved CSI and retention scores, but have also sold more hours and increased aftersales profitability.

With the growth in the use of video to support identified work, eVHCs deliver their real value when they are deployed as fully integrated applications.  

Jon Skinner, head of business development at Gemini Systems, said: “Many dealers do the identification and upsell very well, converting 90-95% of red work identified on the day.

“It’s the amber work where some dealers fall down. Busy service advisers just don’t have the time to do the follow-up manually.

“However, if the eVHC is part of the dealer management system, then the process is automated using email and SMS reminders.”

Communicating to customers the status of their vehicle can also be streamlined.