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Not every customer is provided with all their check-in options
Despite having dedicated, skilled front of house staff in the service departments at all 4 Parkway Motor Group passenger car dealerships, it is abundantly clear that 100% of customers are not being offered all service options available to them 100% of the time when dropping their vehicles for the day.
This has been compounded over the last 12 months due to the COVID-19 pandemic which has led to reduced upsell opportunity when in dealership which in turn negatively affects revenues and net profits.
“We noticed a downward trend in upsold work over the last 12 months, even when customers were feeling a little more confident between lockdowns 1 and 2” explains Wayne Michael, Group Head of Aftersales at Parkway Motor Group. “One issue was that customers didn’t feel comfortable sitting in the dealership in front of another person for any length of time, even with all the COVID security measures we’d put in place. This reduced time meant that our staff had reduced opportunity to talk to customers about other work they may be interested in as part of their visit”.
To help improve sales and make sure every customer was presented with the options available to them, Parkway implemented exstoService Online Check In.
exstoService Online Check In & exstoPay from eDynamix
eDynamix launched our exsto platform in July 2020. This industry leading platform was built to enable us to enhance and further develop our products with the vision of digitising the entire customer journey.
One such facility was Online Digital Check In as part of exstoService. This allows a customer to complete their check in a few days before their visit. We wanted to create a frictionless experience where the touch points in the dealership are minimal but offer maximum exposure to available products and services.
Parkway went live with Online Check In at the beginning of March and have been astounded with the results. Parkway see an average of 130 vehicles through their workshops each day and so far, 43% of all customers who have been invited to check in online have done so. The average value of additional items that were added to a booking was £45.55. Additionally, 11% of customers who checked in online chose to deposit their keys in AutoPoint at point of check-in.
Michael said, “We have been amazed at the success of exstoService Online Check In. It’s helping to ease pressure on our service departments and means that every customer is presented with additional upsell items”.
“We included items like key batteries, which we never normally sell because advisors just don’t talk about them and customers don’t ask. This has so far been our biggest seller and, for us, it is a high margin product. By including items such as these we’ve estimated that the system will generate an additional £60,000 net profit as a minimum in 2021”.
Michael finished by adding “Online check in combined with AutoPoint digital key drop and collection lockers and exstoPay online payment means that for the first time we can offer a truly digital, contactless journey to our customers!”.