The importance of a robust aftersales strategy for van dealers

Data from the SMMT reveals that registrations of light commercial vehicles (LCVs) dipped nearly 30% year-on-year during April 2022 (see more on page 23). This brings into sharp focus the need for aftersales revenue streams for van retailers to offset this.

Although the customer journey for purchasing and running a commercial vehicle differs from that of a private owner, the contact strategy is fundamentally very similar, with engagement being crucial for nurturing leads both for sales and aftersales.

A recent consumer survey conducted by Marketing Delivery found that 65% of people would make a booking with a dealership that proactively contacted them when their service or MOT is due. This underlines the importance of timely customer interaction to safeguard aftersales revenues.

Compliance with maintenance schedules is paramount for businesses and sole traders, who must ensure their commercial vehicles meet all legislative and operational requirements. Proactive dealer contact is therefore well received when administered in the right way, at the right time, and to the right customers.

Software to support aftersales

Keith Jackman, Head of Marketing and CRM at Sandown Mercedes-Benz, a commercial vehicles dealer, has put such an approach into action: “We needed to ensure our communications were reaching the right people in the most effective way – and, crucially, that customers were taking action as a result of that contact.

“A well-managed digital contact plan using Marketing Delivery’s VoiceBox software paid dividends for our passenger car sales operation, so it felt like a natural step to deploy it for our van aftersales department. Hyper-targeted digital campaigns are now making an invaluable contribution to our van aftersales bookings.

“With the help of VoiceBox, our average click-through rate across all our sites for targeted messages is a substantial 15%. Using the software to target van aftersales customers, the click-through rate jumped further, to a promising 17%, which shows us those customers are more engaged.”

Intelligent simplification

Investment in an automated system, which delivers email and SMS content that is personalised, relevant and GDPR-compliant, allows dealerships to reach out to customers when their MOT, ‘amber’ health checks, follow-up or other necessary maintenance work is needed. The intelligent VoiceBox software simplifies the booking process for customers by providing the facility to reply directly to the email or SMS, which notifies the aftersales department to follow up.

The other benefits of the software include further communications about accessories, merchandise, recall notices or simply re-engaging with lapsed customers.

“VoiceBox has meant that we can keep customers updated on when their services are due,” added Keith. “Having all our client data in one place has proven invaluable to our staff, who now have time to support the service department and help retain customers.”