Younger drivers want reminding of deferred aftersales work

A new survey by OnePoll has identified that 78% of younger drivers (aged 18 to 24) would welcome contact from a workshop between services to check if deferred work needs to be carried out.

Across all age groups, the proportion that want follow-ups is 45%.

The research, commissioned by Marketing Delivery, highlights the benefit of comprehensive follow-up processes between customers’ service visits to help maximise aftersales revenues.

Data from Marketing Delivery’s dealer clients found that customer-specific service follow-up emails sent using its marketing automation platform, VoiceBox, had an average open rate of 79% and a click-through rate (CTR) of 16%.

Jeremy Evans, chief executive at Marketing Delivery, said: “Dealers’ contact methodologies vary significantly, ranging from labour-intensive manual processes to automated tools.

"We’re seeing a substantial increase in demand for data-driven digital automation because it is so much more efficient and cost-effective.

“VoiceBox links with the DMS and can send automated reminders at the most appropriate time to alert customers to any outstanding red or amber work, and any click-through actions are fed back for the dealer staff to follow-up.

"This new consumer research echoes the strong response rates we’re already seeing.”

Franchised workshops should consider aftersales retention as "a number one priority" as the impact of three years of falling new car sales start s to tell.

Research by CITNOW has found that retailers are missing out on potential aftersales revenue and failing to meet motorists' expectations by not offering direct access to a comprehensive online booking service.