when digital met aftersales - aftersales best practice from whocanfixmycar.com
TRANSCRIPT
Who Are We?
Leading aggregator / ‘compare the market’ for servicing/repairs5,600 dealerships, specialists and mobile mechanics7,500 monthly leads, typical vehicle age 4-8 years oldGarages pay a 3.5% commission when they win new business
How is our £2.5m monthly repair work distributed
View this map here: https://www.google.com/maps/d/edit?mid=z5CfH3AiUXaA.kCDba7OxOYZo
Instead we’re going to lift the lid…
7,500 cars / month, 100+ brands80% independent, 20% franchised and FF150x separate repair types10x YoY growth in garage quotesWhat have we learned from this 360-degree view?
-
500
1,000
1,500
2,000
2,500
3,000
Weekly quotes from WCFMC garages, last 12 months
1. Choice vs a Quick Fix
0%
20%
40%
60%
80%
100%
120%
1 2 3 4 5
Relative chance that job will be done vs no. quotes received
40% accept the first quote they receive BUT
2. Speed Sells
0%10%20%30%40%50%60%70%80%90%
100%
Relative jobs won vs response speed Quote within 2 hours and you are
More likely to win work than someone who takes 24+ hours
3.6x
3. Recommendations CRUSH low prices
Customers tell us reputation is:
More influential than price
2.5x
The average WINNING quote is just 6% (£11) lower than the avg
4. …though we are a nation divided
More likely to seek PERSONAL
recommendation
40% More likely to turn to
ONLINE reviews
35%
More likely to seek PERSONAL
recommendation
17% More likely that
PRICE is an influencing factor
49%
So, how are dealerships doing?
VS
Marshall MotorsVertu Motors
Drive VauxhallStoneacre
JardineSytnerVindisPerrysBMWAudi
ATS EuromasterCarCraftCarShopInNOutTyres on the DriveJust Car Clinic
…and 4,000 independent garages nationwide
1. On price, it’s a game of two halves
Service and MOTDealerships avg
3% More expensive
than avg
Electrical WorkDealerships avg
9% More expensive
than avg
1. On price, it’s a game of two halves
Brakes/ExhaustsDealerships avg
44% More expensive
than avg
28% More expensive
than avg
General MechanicalDealerships avg
CambeltDealerships avg
67% More expensive
than avg
18% Overall more expensive than fast-fitter / independent average.
2. On service, you’re ahead… just.
0 10 20 30 40 50 60 70 80 90
Response time (hours)
Word count
Response speed and thoroughness vs the competition
Independent Fast Fit Dealer
There is still HUGE scope to pull away from the competition here.
3. Close on the phone
Our most successful garages ALL follow up on the phone.
Thomson, East Kilbride, have taken £35k from 100 jobs in 6 months.