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Why Is the After-Sales Experience So Important in the Automotive Industry?
Learn why the after-sales experience is crucial in the automotive industry. Find how you can tweak it to boost customer satisfaction and success for your dealership.
It may seem like pre-sales and sales experiences are the most crucial for a dealership’s success, but after-sales are as vital in the automotive industry.
In a nutshell, automotive aftersales boil down to being there for your customers, not just during the sale but long after.
This kind of support makes both private and business customers feel valued and secure in their purchase. It’s not surprising then that 89% of business buyers are more likely to make another purchase after a positive customer service experience.
Also, after-sales support can help dealers build positive word-of-mouth, bringing in new customers through recommendations.
Whether it’s turning one-time buyers into loyal customers or establishing long-term partnerships with businesses, excellent after-sales service is crucial for increasing profits.
Now, dealership after-sales support may seem like a bit of a mouthful, but the concept is fairly simple. We’ll now see different aspects of after-sales support so that you can understand how it works and how to implement it effectively. Let’s go!
What can be described as a dealership after-sales support?
Think back to the last time you picked a mobile service provider.
You probably wanted not only a reliable internet connection, but also customer support for those situations when you encountered issues or had questions.
In the automotive industry, after-sales support is quite similar, but it’s tailored to ensure that customers feel secure throughout their car ownership journey.
Let’s now see some common formats of after-sales service.
► Warranties
Warranties, along with vehicle maintenance services, are the backbone of automotive after-sales. If your dealership is focused on B2C sales, offering warranties can reassure customers about buying used cars. Knowing that they’re covered if something goes wrong builds customers a piece of mind.
Pro tip: in-house warranties aren’t the only solution. You can also partner with an external warranty company to make things easier for your dealership. Check out these warranty providers:
- CarGarantie (operating in 19 European countries, including Benelux, Germany, Portugal, and France)
- Opteven (operating in France, Italy, Spain, Germany, and the UK)
- Autotrust Warranty by VWE (operating in the Netherlands)
- MAPFRE WARRANTY (operating in countries worldwide, including Italy, Portugal, and Spain)
► Instructions on how to install car parts
In case you’re running a business that buys very damaged cars and sells parts to private customers or other businesses (B2B sales), you have the opportunity to provide detailed part installation instructions as part of your after-sales support.
You can provide step-by-step guides, videos, or even make your mechanics available for questions. This helps customers feel confident about installing the parts themselves.
► Customer follow-ups
A simple follow-up call or email can show customers that you care about their experience. Asking to see how their recent car purchases are going and if they have any questions can go a long way in building positive relationships.
Four best practices your sales team can implement to improve the after-sales experience
Regardless of the specific tactics you choose for your after-sales support, there are some best practices that every dealership can benefit from.
Idea #1 - Hire a dedicated after-sales specialist
It’s a good idea to hire someone whose sole duty is to manage customer relationships, as they can better understand customer needs and concerns.
A specialist can, for instance, follow up with customers who haven’t scheduled their maintenance, find out if cost is an issue, and offer them a discounted service plan. That’s something a busy marketer or a salesperson wouldn’t have time to do.
Idea #2 - Personalize the follow-up
Next, you should remember to personalize each interaction with your customers.
71% of consumers expect personalization, so it’s crucial to treat your customers and partners uniquely.
McKinsey on customer personalization
You can do this during the after-sales by using the data the customers have provided, such as their name or purchase history.
For example, addressing customers by name in emails or suggesting maintenance based on their vehicle’s service history shows personalized attention.
A message like this is bound to resonate with your buyers:
Tim, thank you for your recent purchase. We hope that the Citroën C3 and Ford Fiesta are serving your fleet well.
Idea #3 - Offer loyalty and referral programs
After the buyers make their purchase, the best way to keep their attention is to continue providing them with benefits.
Loyalty programs and referral programs are excellent tools for that!
We like this approach ourselves, as you can see below.
At eCarsTrade, customers can refer their friends and earn gift cards and vouchers. It’s a win-win situation.
If you decide to implement such programs, don’t forget to promote them actively to your customers after the sale is completed.
This ensures they are aware of the benefits and encourages them to participate in the programs.
Idea #4 - Provide transparent communication
The customer journey doesn’t end with the payment; there’s still information to be communicated.
Whether you’re discussing the scheduled delivery, issuing the invoice, or detailing warranty information, approach all communication with transparency and clarity.
For instance, a message like this helps the customer know precisely what to expect:
Your order will be ready for delivery by next week. Here’s a breakdown of the costs and services included.
How to handle customer concerns and complaints?
Of course, even if you do everything right, some customers may still have concerns or complaints. In those cases, it’s good to address the issue promptly and professionally.
Your response to the issue will determine the customer’s satisfaction and their perception of your after-sales service.
Take a look at these two reviews of vehicle service companies, for instance.
Source: Widewail
Both were written after a malfunctioning vehicle was serviced.
The unhappy customer’s review shows a lack of communication, while the satisfied one praises clear updates.
When it comes to complaints of any sort, you should draw inspiration from the second company. In other words, you should:
- Address the issue
- Describe how you’re planning to solve it
- Frequently communicate with the customer
- Follow up to ensure that the issue is resolved
- Show understanding towards the customer’s concerns
Even if you can’t resolve the issue immediately, it’s important to explain to the customer why that’s so and guide them to the next steps to get their problem solved.
Also, we have a pro tip for all the B2B dealers here.
You should always communicate with other businesses in written format. This will provide a record of the discussion in case of a dispute.
For example, if there are complaints about the condition of used cars in a bulk purchase, having the initial inspection reports and all related communication in writing is essential. The records ensure that you have evidence to address and resolve the issue effectively.
Long story short: stay polite, keep everything documented, and always follow up.
Customer feedback management
Now, during the after-sales support, you’ll be able to collect feedback from customers. The feedback is a valuable resource that can tell you what you’re doing right and where you can improve.
Here are four steps you need to take to ensure continuous improvement of your dealership’s services.
|
Collect feedback |
Use surveys, emails, or follow-up calls to get feedback from customers about their experiences. |
|
Analyze feedback |
Review the feedback to identify common issues and areas for improvement. Do buyers complain about the clarity of vehicle history? Are there issues with documentation? The analysis will tell you! |
|
Act on feedback |
Implement changes based on the feedback to enhance your services. |
|
As always, follow up |
Let customers know their feedback has been heard. |
Essentially, every interaction with a customer during the after-sales is an opportunity to make the process even smoother for the next one.
Start sourcing used cars internationally and improve your inventory
Daydreaming about driving your ideal car won’t get you far without first getting your driver’s license.
In the same vein, you should first ensure that you have the most desirable vehicles to sell. Only then can you deliver exceptional after-sales service that exceeds every customer’s expectations.
With eCarsTrade, you can expand your dealership’s inventory of quality ex-lease vehicles with ease. Our user-friendly site lets you place your bids on auctions or buy cars at a fixed price. Either way, you can arrange everything online!
The best part is that you aren’t limited by location; you can source cars internationally. In other words, you can bid on vehicles from Belgium, the Netherlands, Germany, and France, and our team will be there to help you sort out paperwork, logistics, and taxes.
Conclusion: After-sales experience may be the missing piece in your strategy
Aftersales may be the last step in the automotive customer lifecycle, but that doesn’t make them any less important.
In fact, your after-sales practices may be the key element that boosts your profits. Why?
Because they ensure customer satisfaction, strengthen loyalty, and also provide you with after-sales upselling opportunities.
By prioritizing exceptional after-sales service, you can transform one-time buyers into repeat customers and brand advocates. This not only enhances your reputation but also creates a steady stream of revenue through service packages or extended warranties.
So, if you think that your dealership's customer retention strategies may be missing a piece, it might just be the after-sales experience!
eCarsTrade offers a wide selection of used cars for sale, sourced directly from reputable European leasing companies. Our extensive inventory includes various makes and models to suit your needs.
Find a perfect addition to your inventory with eCarsTrade:
Used cars in France
Used cars in Belgium
Used cars in Luxembourg
Used cars in The Netherlands
Used cars in Germany
