Lascelles said problems tended to occur with newer vehicles because, despite back-up with the latest bulletins, technicians were more familiar with older models. “Reproducing electronic faults can be a nightmare,” he added.

 

Winning customers back from independents

Technology can help franchises win back business from the independents. “We are seeing customers who have left our network return for the specialist stuff and that’s a great opportunity to retain them for other work,” said Wilson-Green. Mazda’s aftersales support includes experts to help customers understand and operate systems such as infotainment, coupled with ‘how-to’ video guides.

“Anyone can change oil, filter and brakes,” said Hunt.

“Technicians leave franchises for independents, but then try to return because they can’t keep up to speed on technology. As for the customer, if you fulfil their expectations on non-routine work, they may decide to stay.”

Two ‘hooks’ to help retention are vehicle health checks and service plans. Again, service desks play a pivotal role. Castrol’s electronic vehicle health check, for example, produces a printed report for advisers to show to customers as well as providing a link between technicians and the parts department.

“The report is a key selling tool, identifying repairs through a traffic light system,” explained Jo Clayton, Castrol’s franchised workshop marketing manager. “If an item is ‘red’, it’s easier for an adviser to highlight the possible safety or performance implications of not having it repaired.”

For customers who defer work on ‘amber’ repairs, Castrol’s system generates follow-up calls and other services, such as air conditioning recharges, wheel alignment or oil top-ups.

“Dealers lose a great deal of deferred work due to a lack of effective follow-up procedures,” said Clayton. “If handled correctly by staff, customers are usually open to the added expenditure on maintenance and repairs if it improves the safety or performance of their vehicle.”

Hunt said a customer may typically defer non-urgent work until the next pay day, in which case the adviser would note that date for a follow-up call.

Miller said handling of health check results was critical to building trust. “Advisers don’t want to be seen as too pushy in their sales role. Amber for a low-mileage driver may call for a ‘perhaps you should consider...’ approach, compared with a more urgent message for high-milers.”

Wilson-Green said service plans were the “way forward” for aftersales retention. For customers who opted out at vehicle point of sale, it was important to contact them again for a possible re-think before the first service.

More challenging is consumer perception of value for money in dealing with franchises.