Dealerships could unlock 20% more aftersales bookings by improving the data behind customer retention campaigns, according to Autoflows partner Marc Bauer.
Speaking to AM for Innovation Week, Bauer said fragmented systems and manual intervention allow service and MOT dates to become stale or inaccurate. The errors often remain hidden until contact centres call customers outside their service window or campaigns reach the wrong people.
“It’s a silent error,” he said. “But if you aggregate those small events and could rectify perhaps 10% or 20% of your dates, that improves efficiency throughout the value chain.”
Video: Autoflows partner Marc Bauer talks to deputy editor Aimee Turner
For retailers seeking workshop capacity, Bauer said a more intelligent reminder process could generate 20% more bookings. Groups with full diaries can instead improve the value of each job.
One major dealer group achieved a six-figure monthly uplift in upsell revenue by using data to identify additional servicing needs within existing bookings.
Rather than “spray and pray” untargeted promotions for generic products, Bauer said retailers should cross-reference a vehicle’s service history with its booking. This allows them to recommend work that is timely, relevant and easier for customers to trust.
That capability will become increasingly important as electric vehicles reduce the parts content of routine servicing and workshops contend with shortages of skilled advisers and technicians.
Autoflows’ Voice AI has conducted around 50,000 calls this year, mainly in the UK, with completion rates rising from about 10% to 30-40%.
But Bauer said its real advantage comes when AI is integrated with the DMS, workshop diary, availability and pricing so it completes a booking rather than merely answering a call.
He urged dealer leaders to measure retention first, identify vehicles that should already be booked and regularly audit the accuracy of service and MOT dates. “It all starts with accurate data,” he said.
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