Bogdan Auto, a prominent car dealership group in Eastern Europe, operates over 10 locations and is an authorized dealer for brands like Hyundai, Subaru, Haval, and Great Wall. In a competitive automotive industry, where profits from car sales are minimal, the key to success lies in after-sales services. Bogdan Auto faced several challenges that hindered customer loyalty and operational efficiency.
Issues:
- Declining Sales and Margins: Due to increased competition, the COVID-19 pandemic, and chip shortages affecting production, Bogdan Auto experienced significant drops in car sales and profit margins.
- Inadequate Mystery Shopping: Traditional mystery shopping approaches yielded subjective results with many blind spots.
- Inefficient Complaint Resolution: Resolving customer complaints over the phone took over two weeks on average.
- Low Customer Satisfaction: Post-warranty, many customers opted for unlicensed workshops, reflecting dwindling satisfaction levels.
- Costly Public Review Management: Negative reviews required senior personnel intervention, leading to an expensive and ineffective process.
Goals:
- Enhance customer satisfaction and loyalty.
- Streamline the process for managing feedback and complaints.
- Garner positive reviews to highlight the advantages of licensed dealerships.
- Reduce costs associated with after-sales calls and mystery shopping.
Solutions:
- SMS Satisfaction Surveys: Sent to customers post-purchase or service visit, using Pluspoint's SMS tools.
- Feedback via QR Codes: Positioned in showrooms and waiting areas, allowing customers to easily leave feedback.
- Weekly NPS Tracking: Monitoring Net Promoter Scores to assess performance at each dealership.
- Complaints Tracking System: Utilizing Pluspoint for efficient tracking and resolution of customer issues.
- Automated Review Responses: Implementing logic-based auto-replies to Google reviews, reducing manual input from dealership staff.
Results:
- Increased Google Reviews: Achieved a staggering 385% rise in review volume.
- Improved Rating: Average rating on Google enhanced by 0.78 points.
- Growth in Clientele: 20% increase in clients originating from Google.
- Expedited Feedback Collection: Reduced feedback collection time from 2 weeks to under 2 days.
- Exceptional ROI: The implementation of Pluspoint solutions yielded a 2,500% return on investment.
"After six months of implementing Pluspoint, we've experienced a remarkable transformation in our car dealership business. The integration of SMS and QR code-based surveys, coupled with vigilant monitoring of online reviews, ensures we're always in tune with customer feedback. Real-time notifications have been a game-changer, allowing us to promptly address and resolve any customer concerns."
- Andriy Nesterenko, CEO, Bogdan Auto
If you are in the car dealership industry and want similar results, do not hesitate to book our free consultation on your marketing and growth.