Author: Kate Shakesheff

Recently we read that 27% of UK car buyers would purchase online without a test drive.

Is this surprising nowadays when consumers are more informed than ever?

Probably not. The way in which we purchase goods and services has changed dramatically, and we can research online before we set foot in a dealership. New disruptors are muscling in on the way we buy cars, for instance, CarWow alone can net more than 3m views of one car review on its YouTube channel.

This, along with slow growth and the uncertainty of how Brexit will hit the automotive industry means that retailers face tough times. So, to protect their bricks and mortar business model, retailers need to work harder and smarter to retain those customers who DO step over the dealership threshold.

The regular throughput of service customers is a potential sales channel, but only if they are engaged with appropriately, and so it is vital that sales and service departments work together to establish a relationship which will ultimately lead to a sale.

Looking after customers who visit a dealership for a service can establish loyalty and make a positive impact on sales when it comes to buying their next car, preventing them from purchasing online.

Consumers are more informed than ever, researching online before even setting foot in a dealership.

Therefore, it is vital to look after those customers visiting for a service to establish loyalty and make a positive impact on sales when it comes to buying their next car.

Return on investment achieved in the first month

Cardiff Audi, part of Mon Motors Group, one of the largest automotive dealer groups in South Wales and the West of England, has joined forces with Cooper Solutions to implement FullCycle.  FullCycle is a new innovative customer data tool, transforming how dealers pinpoint future sales opportunities that could otherwise be passing through service departments undetected.

According to Cooper Solutions’ research, around 50% of people don’t buy their car from the dealer that services it. While these servicing dealerships may already have the information needed to maximise new vehicle sales opportunities, like how long a service customer has owned their car and the length remaining on its finance agreement, it’s often too clunky or time-consuming to pull these details together from different areas of their current DMS and more importantly tends to be for supplied customers only.

FullCycle provides Cardiff Audi’s sales teams with these details at their fingertips, seamlessly integrating it with Experian insights.  This allows effective communication between sales and servicing departments which helps to build stronger customer relationships via a personalised sales approach and consequentially drives sales.  With increasing numbers of aftersales customers now buying their vehicle from Cardiff Audi the full cycle of sales-service-sales is being completed.

Gabe Masterson, Audi Accredited Sales Manager, Cardiff Audi explains: “We’ve always known that blanket, one-size-fits-all sales approaches don’t work but FullCycle has enabled us to make our sales process truly customer centric.  It provides invaluable insight into when and how to contact service customers, what car they have, where they bought it from and when would be the right time to approach them about a future sale.  All in a helpful, non-pushy way. The fact that FullCycle has basically paid for itself in the first month of using it is testament to the financial payback we’re getting too.”

The real-time data from FullCycle means that Cardiff Audi has been able to use its courtesy fleet more efficiently as well.  The dealership can offer an upgraded courtesy car when a customer’s existing vehicle comes in for servicing. Not only does this allow the customer to try out the latest model in an unpressurised environment, it also means the courtesy vehicle is provided by the sales department therefore cutting down on service fleet costs.  Over time Cardiff Audi aims to reduce its courtesy car fleet, as the sales fleet can be loaned to appropriate service customers.  This will not only save money but also help build customer relations.

Cardiff Audi’s customers are appreciative of the more joined-up approach between the sales and servicing departments as Masterson continues: “We can pick up the phone and start a dialogue, there is no pressure, it just allows the customer to see that we understand where they are on their car ownership cycle.  We can then help them with their car-buying choice at a timescale that suits them.  Our customers have been complimenting us on what we are doing as a result of FullCycle.”

Barry Cooper, Managing Director of Cooper Solutions concludes: “It’s been really rewarding working with Cardiff Audi.  Using FullCycle’s digital solution to allow them to speak to their customers with added confidence has obviously reaped rewards.  We will continue to work closely with them to ensure FullCycle is used to its full potential.”

Latest innovation from Cooper Solutions ensures servicing dealers secure sales with the 50% of customers who didn’t buy from them

Cooper Solutions has launched FullCycle, an exciting new system revolutionising how dealers identify future sales opportunities passing through service departments. This latest innovation helps dealers respond differently to customers in an ever changing and demanding climate.

FullCycle is a unique solution that brings together the multiple layers of information needed to nurture relationships with service customers.  Crucially, it recognises the various stages in the ownership cycle, and identifies those in a prime position to change their vehicle, representing a sales opportunity for both supplied and not supplied customers.

Barry Cooper, Managing Director of Cooper Solutions, explains: “In an age of ever-growing digital alternatives to buying a car, the franchised dealer has one clear advantage over the competition – the opportunity to optimise satisfaction with the existing car owner, and to qualify what comes next and when.

“A service visit is the perfect opportunity to do just that.  Our data shows that typically 50% of service customers did not buy their car from the servicing dealer, demonstrating how vital it is that sales departments improve their interaction with service customers.  Whilst dealerships are well aware that they could be converting service customers into incremental vehicle sales, this rarely happens.  This is because the service department is 100% focused on a successful aftersales experience for the customer, whilst the sales department needs help identifying customers by new, used or corporate, recently purchased or soon to change, and whether supplied by the dealer or not.”

Whether a customer is at the beginning of their ownership cycle or nearing the end of their finance agreement and booking their final service, FullCycle arms dealers with the knowledge needed to develop a relationship to ensure they are in pole position to undertake the next service or supply the next car.

Barry Cooper concludes: “Providing optimal digital solutions for dealers sits at the centre of everything we do at Cooper Solutions, and FullCycle is no exception.  We’ve worked closely with dealers to pilot FullCycle before its launch, adding many useful features such as highlighting first time service customers or those who are visiting soon after a purchase.

“Perhaps best of all, is that it is based on finance agreement data, making it possible to identify that this could be the last service visit in that car.  This will, hopefully, awaken both service and sales departments to avoid a future lapsed customer and a lost sales opportunity.

“It’s great to know that dealers across the country are now reaping the financial rewards of nurturing service customers with FullCycle and capitalising on the increased Service and Sales customer lifetime value…it’s a win win.”

In an age of ever-growing digital alternatives to buying a car, the franchised dealer has one clear advantage over the competition – the opportunity to optimise satisfaction with the existing car owner, and to qualify what comes next and when.

Our data shows that typically 50% of service customers did not buy their car from the servicing dealer, demonstrating how vital it is that sales departments improve their interaction with service customers.

FullCycle arms dealers with the knowledge needed to develop a relationship to ensure they are in pole position to undertake the next service or supply the next car.