It Takes Two – Combine Email Reminders to Boost Service Retention 

Published: August 2022

At the beginning of the year the DVSA ran a campaign urging drivers to check their MOT dates and avoid heavy fines. Months later, we are still seeing dates being missed and a level of customer confusion about how much leeway is still being granted as a result of the pandemic. This presents an opportunity for action, for dealers to reach out to customers and proactively remind them of what’s due and when. Our in-house research showed that 70% of motorists are more likely to book work in with a dealer that has made contact to inform them of upcoming service or MOT dates. But what more can dealers do to secure aftersales bookings?

We looked at service retention levels from March to June and compared retention figures for different types of reminders. Across all our clients, MOT-only reminders had an average retention rate of 18% and service-only reminders generated 37% retention on average. However, when a joint reminder is sent for MOT and servicing combined, retention figures were higher still, at a very healthy average of 42%.

It’s a perfect win-win situation

With a dual booking, the customer is more likely to feel nurtured by a dealer that is considerate of their busy life (only one trip to the dealership is needed) and also fully cognisant of the maintenance schedule of their vehicle. For the dealer, it means higher workshop utilisation rates, improved retention, greater profit per booking, and reduced administration. What’s not to like?

The challenge comes in the ‘how’. Many retailers are put off because they simply don’t know where to start. They don’t know how to determine which customers are relevant, how to contact them in line with their GDPR preferences, how to locate a definitive MOT date, how to know if the customer has had a service elsewhere. The list goes on.

Without accurate customer data, the administration of dual reminders could be a headache, but our systems are engineered to establish and then harness accurate, GDPR-compliant records. The software can link with the DVSA for the most accurate MOT due dates, pool relevant contacts and automate communication in a format that accepts customer replies.

What about EVs?

EVs, like ICE vehicles, still need servicing regularly as suspension, braking and many other systems require maintenance. This, along with the MOT requirements of an EV, make it important to cultivate lasting relationships and grow retention figures in the same way.

Some paint a gloomy picture for the future of automotive retail, claiming the rise of electric vehicles will hit aftersales revenues, but we disagree. Firstly, this is going to be a gradual change (bridged by hybrids) which gives dealers time to adapt and focus on building other revenue streams. Secondly, it is an opportunity to foster new contact strategies that promote longer-term customer relationships than we typically see at present.

The pressing issue is less about powertrains and more about evolving the digital journey. Customers have become used to interacting digitally for many of their transactions and now expect to be able to engage in a fruitful two-way dialogue online. Retailers who have adapted to accommodate this change in customer behaviour already see higher engagement figures, and its likely to be this same group of dealers that sustain productive customer interactions throughout the purchase cycle.

The effectiveness of combined aftersales reminders is applicable across the board to all powertrains, independent and franchised dealers and, in time, its effectiveness for retention could extend to include other work, such as recalls or vehicle health checks.

Increase Customer Retention

Our VoiceBox Aftersales eCRM messages have an average email open rate in excess of 60%, with response rates of up to 15%, to help you stay in touch with customers in the right place, at the right time.

Many retailers are put off because they simply don’t know where to start. They don’t know how to determine which customers are relevant, how to contact them in line with their GDPR preferences, how to locate a definitive MOT date, or how to know if the customer has had a service elsewhere. The list goes on.

Without accurate customer data, the administration of Aftersales reminders could be a headache, but our systems are engineered to establish and then harness accurate, GDPR-compliant records. The software can link with the DVSA for the most accurate MOT due dates, pool relevant contacts and automate communication in a format that accepts customer replies.

In Q2 alone, thanks to our VoiceBox Aftersales software, we saw:

✔️ 51,000 Service and MOT Bookings

✔️ Average Retention Rate 45% +

✔️ Average Open Rates 60% +

Contact Us today for more information on how we can help you increase customer retention.

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