Pinewood recently introduced an application called Online Vehicle Progress, which enables customers to identify which stage their vehicle is at in the workshop. Pinewood also offers an integrated video suite that visually identifies work required or advised by the VHC.

Managing director Neville Briggs said: “Videos can be attached to the customer record for future access.

“In terms of efficiencies, our integrated approach means there is no duplication of work. This allows the dealer to focus on business operations to improve profitability and their customer experience.”

 

Measuring return on investment

Assessing the results of any system is key to establishing what’s working, what needs tweaking and to setting new targets and long-term objectives.

“Typically and traditionally, the need has always been hours sold in the workshop, recovery rate and parts sales through the workshop,” said Dave Hawkins.

“Today, most dealers will measure the contradiction that exists between short-term and tactical upsell opportunities against long-term customer value through all aspects of customer engagement and experience.”

Programming detailed reports can be technically demanding and time-consuming, however.

Barry Cooper, of Cooper Solutions, said: “Dealers need to be able to see data as quickly as possible, without having to waste time and resources running reports and wading through spreadsheets.

”In terms of aftersales, the feedback we get is that dealers rely on systems such as ours to make up for DMS inadequacies, improve their processes, performance and profit.”

 

Case study: Greenhous

“Although systems are totally integrated with our business processes, our customers still rightfully expect the personal touch, particularly for service work, and that means flexibility when the need arises.

“Just because the ‘computer says no’, it cannot mean that we won’t say yes and do our best for the customer in every way we can.

“It’s so easy now for customers to take their car to a non-franchised repairer, which may save them a few pounds or perhaps turn out to be a false economy.

“To counteract this, we have to promote the franchise’s capabilities and qualities, including value for money, at every opportunity.

Developments such as providing video during a health check are proving invaluable to improve retention and enhance the credibility of our business.

“Above all, we never lose sight of the fundamentals, which start with accurate, well maintained customer data. With that in place, we are able to use the right channel, with the right message, at the right time, to the right customers, all driven by our systems.“

Dave Sullivan, director, Greenhous