In 2012, Imperatif were honored to be selected as the outbound call centre partner of a major Sydney automotive dealership group, spanning over 5 individual dealerships in the south Sydney area.
Imperatif had been engaged to undertake many various functions such as new car satisfaction calls, post service online satisfaction surveys, and SMS service reminders, however the largest component was to increase service booking retention across the group.
Imperatif’s initial task was to accept, format and cleanse just under 32,000 customer and vehicle records from the dealership group’s dealer management system and to program our CRM to allow our professional TeleMarketing team to identify the next time an existing customer’s car was due for it’s next scheduled maintenance service.
Employing our in-depth knowledge of the Automotive Industry, we worked with this data in order to ensure that not only did we use the historical data to identify who should be our target audience, but by formatting our CRM to share inbound and outbound data with the group’s Dealer Management System (DMS), we were able to identify customers who had serviced in the interim and avoid calling customers who had recently visited one of the dealerships.
At specific time intervals, Imperatif utilised the following 3 key communication methods:, electronic emails, TeleMarketing calls, and SMS marketing. We successfully used these methods in order to make contact with all customers who were due for a car service and to make the bookings. Not only did we make the service bookings, we were also able to identify sale lead interest for a new / used car, as well as extended warranty interest. At the same time, we ensured that all customer details were accurate so as to aid penetration rates in future marketing campaigns.
This program has been so effective in such a competitive market that since inception, the group has enjoyed an 8% increase in service bookings.