The aim of this project is to take the onus off retail salespeople in terms of ‘keeping in touch’ with their customers, and outsourcing to sales and customer service specialists who WILL keep in touch with the customer, at points designated by you.
As an example, once the salesperson has made the first call to ascertain whether handover covered all of the customer’s needs, we will than periodically put in calls at, for example 1 month, 3 months and 6 months, which show the customer we still care, (having sold the car), and give opportunity to check current mileage, and to ask for referral business. From month 9 the call will be more focussed towards service bookings, rather than wait to see if the customer comes back, let’s pre-empt that when we will ideally be at a stronger point because we have put in the calls to ascertain customer satisfaction already.
After the service visit we can do a CSI style call, and that will follow on to any Red/Amber identified calls from the service visit.
The cycle then reverts to the ‘keeping in touch’ cycle again, taking the opportunity to build (and or) maintain customer loyalty to the dealer. The second year calls will also look for referrals, and will also make an attempt to broach buying/replacement intentions, although more focus will be on this in year three. There will be calls again at three months and 6 months, before the call around month 9/10 is again focussed on service visit and so on through any more amber identified work.
In year three there will be a call at month 6, which will focus on mileage, condition of car and buying intentions with a view to eventually feeding the customer back in, ideally at an appointed time to speak to a salesperson about a replacement vehicle.
If the year three customer is adamant the car is being retained, we will pick up the service (and MOT) booking theme as before.
The cycle becomes rinse and repeat until such a point as we know what is definitely happening with the car.
The aim of the project is to make sure we keep in touch with our customer, to continually build loyalty through effective ‘account management’ of the customer, making the calls we would like our retail salespeople to make, but which in reality they don’t do as often as we would like them to.
Prior to starting this cycle, we can also pick up any lost enquiries, and can continue these calls all the way through, with a view to returning as many people as possible back in to the sales cycle. These two projects running concurrently allow a dealer to maintain total full lifecycle control over their customer base, alongside pruning and cleansing the database, and data capturing along the way.
Our picture is this: -
Call at 1 month – build loyalty – ask for referrals
Call at 3 months – same as above – get mileage
Call at 6 months – same as above – get mileage
Call at 9/10 months – mileage check and discuss service requirements, where possible make the booking – if unsuccessful then
Call at 11 months – service booking
Call at 14/15 months – Amber follow up
Call at 18 months – build loyalty – get mileage
Call at 21 months – build loyalty – get mileage (Possible service booking)
Call at 23 months – service booking call (rinse and repeat as above)
So on and so forth until calls at months 30 through 36 are focussed on buying/change intentions with a view to feeding back in to dealer, ideally with an appointment, and a clear picture for the salesperson of customer requirements for the new vehicle.