mkodo and Versitec Mobilise Motor Trade Customer Services
Car dealers build customer loyalty while saving costs with new SMS service
September 2003: mkodo, the interactive mobile messaging specialist, has teamed up with Versitec 2000, a technical solutions company with significant motor trade expertise, to address a CRM need in car dealerships. mkodo's unique industry-specific interface to their Intelligent Mobile Platform (IMP) is being marketed under the name 'text-it'. It has been designed to increase customer retention while reducing marketing spend; it offers a valuable customer feedback and reminder system via mobile phone. The system has been developed to provide added value services to customers and involves minimal time or resource from the dealer.
When customers visit dealerships using the service, their basic contact details are captured including mobile phone number. This information, with the customer's permission, is entered onto a web-hosted database when the car is delivered for MOT, service, or other repair at the garage.
When the work is complete, the dealership checks a box against the customer database record which triggers a courtesy text alert to the customer advising them that the car is ready for collection. This is convenient for the customer and saves the dealership time making outbound calls or handling inbound calls from customers needing a time update.
When the customer collects the vehicle this triggers a second message the following day that checks that they were happy with the service received. A response of 1 to 4 is requested. Should a 1 or 2 response be given a message is sent apologising that the customer was not happy. It asks permission to call and clarify where the company went wrong and whether something can be done to improve the situation. A simple 'yes' or 'no' response is all that is required. A system-generated email or text to the service manager alerts the dealership to make the call and deal with the disgruntled customer. This enables problems to be dealt with swiftly and saves the time and cost of posting satisfaction feedback forms to customers that often has low response rates.
The customer is also asked to 'opt' in if they would like to receive a reminder when their next service or MOT is due. Customers opting in will receive a message two weeks prior to the due date with an offer for a member of the team to call to make a convenient appointment. A reminder is sent the day before to jog the customer's memory regarding the appointment. This is all automated via the mkodo Intelligent Mobile Platform (IMP).
The mkodo IMP is an ideal base for this service because it can handle the data capture, status and trigger functionality alongside the standard SMS alerts. The development of the industry specific interface to the mkodo IMP makes use as simple as possible for the dealerships.
Stuart Godfree, Executive Director, mkodo commented: "We are delighted to be involved in this service, the first of its kind for car dealerships. It demonstrates mobile messaging use at its best: as part of an ongoing business process that offers a convenient and useful service to our clients' customers whilst meeting the clients' strategic objectives. The combination of mkodo's expertise in interactive messaging and Versitec's expert knowledge of the motor trade means that Text-in provides a robust and innovative solution to real issues in car dealership customer service.
Tim Gill, Marketing Director, Versitec 2000 said: "The system is designed to be an integrated automated process saving time and resource for dealerships. It also offers a professional, consistent and relevant service to customers to build loyalty and maximise take up of repeat MOTs and car servicing."
Customer data will only be used where the customer has opted in for reminders or ready for collection alerts. Sales teams within the dealerships or third parties will not have access to customer details. The scheme is being launched in September for an initial trial before a nationwide rollout. A number of manufacturers have already expressed interest in running their own franchise specific pilot programmes.
