23 June 2021

PARTNER FEATURE: Showrooms and workshops across the UK continue to step up their digital communications to welcome more customers back, but data accuracy remains a significant challenge. Many customers have put essential servicing and MOTs on hold during the past year, and the government permitting extensions to MOT due dates has meant dealers and customers alike have struggled to keep on top of the revised due dates.

In response, growing numbers of dealerships are automating aspects of data management and conducting bulk cleanses – both in sales and aftersales. Marketing Delivery’s MOT Box can quickly cross-check a dealer or workshop’s entire customer database for accuracy against more than 30 million MOT records held by the UK’s Driver and Vehicle Standards Agency (DVSA). MOT Box updates the due date of the MOT, and contacts potential customers with personalised reminders and aftersales marketing messages, all in a GDPR-compliant way.

The potential benefits are huge. Looking at a sample group of dealers between June and August 2020, MOT Box identified an average of 925 extra MOT opportunities per workshop, with a profit potential of £14,000 (assuming a modest 30% conversion).

Communicating with customers about MOT is a great way to drive aftersales bookings and loyalty. A consumer survey conducted by Marketing Delivery found that over 65% of people would make a booking with a dealership or workshop that proactively contacts them via email or text when their MOT is due.

Increase accuracy

Dealerships that started using MOT Box during the Covid period have reaped the benefits. Jeremy Evans, managing director at Marketing Delivery, explains: “Many dealerships were facing the challenge of working with inaccurate MOT renewal data following the extension period granted by the government. Our MOT Box solution takes on the burden of conducting bulk checks, updating data sources, and acts as a hub for outbound communications. Personalised reminder emails are issued automatically at the appropriate time, and dealers using our software see a very positive response rate.

“Many aftersales teams have seen a marked increase in bookings since introducing MOT Box, and it frees up outbound sales agents to make other calls. A further significant benefit is that it allows the dealer to even out our resources across the year and maintain workshop efficiencies and reduce downtime.”

With accurate data and the help of automation, aftersales can become an even more efficient contributor to dealer revenue streams.

Tags: Marketing Delivery