Outbound marketing systems
The key to increasing aftersales profits usually lies in the dealer’s data, but extracting and analysing it to gain tangible results can be problematic.
CRM and database specialists Stericycle ExpertSolutions provides data-driven marketing solutions to the automotive sector. It says its predictive marketing tool Encore has delivered a 26% average increase in overall response rates and a 14% uplift in average invoice value through targeted communications.
Barry Nielsen, client services director, said: “Encore identifies ‘in market’ customers for aftersales opportunities, but the better the data, the better the results.”
Recognising the need to enhance aftersales services online, GForces developed the NetDirector Aftersales Suite, fully integrated digital aftersales tools, for a monthly fee. With many enquiries being made ‘out-of-hours’, such online facilities allow the aftersales department to operate effectively 24/7.
Tools include service booking, which also offers options such as MoTs, brake fluid changes and air-conditioning services, with GForces saying one client increased web bookings by 850% compared with their previous enquiry form system.
The online NetDirector Tyres service allows franchised dealers to compete with the fast fits and NetDirector Comms delivers and measures outbound multi-channel marketing campaigns. Some clients have invested as little as £500 in Facebook promotions and experienced an uplift of as much as 50% in online service bookings.