Cardiff Audi builds on its customer centric sales approach using Cooper Solutions’ FullCycle

Return on investment achieved in the first month

Cardiff Audi, part of Mon Motors Group, one of the largest automotive dealer groups in South Wales and the West of England, has joined forces with Cooper Solutions to implement FullCycle.  FullCycle is a new innovative customer data tool, transforming how dealers pinpoint future sales opportunities that could otherwise be passing through service departments undetected.

According to Cooper Solutions’ research, around 50% of people don’t buy their car from the dealer that services it. While these servicing dealerships may already have the information needed to maximise new vehicle sales opportunities, like how long a service customer has owned their car and the length remaining on its finance agreement, it’s often too clunky or time-consuming to pull these details together from different areas of their current DMS and more importantly tends to be for supplied customers only.

FullCycle provides Cardiff Audi’s sales teams with these details at their fingertips, seamlessly integrating it with Experian insights.  This allows effective communication between sales and servicing departments which helps to build stronger customer relationships via a personalised sales approach and consequentially drives sales.  With increasing numbers of aftersales customers now buying their vehicle from Cardiff Audi the full cycle of sales-service-sales is being completed.

Gabe Masterson, Audi Accredited Sales Manager, Cardiff Audi explains: “We’ve always known that blanket, one-size-fits-all sales approaches don’t work but FullCycle has enabled us to make our sales process truly customer centric.  It provides invaluable insight into when and how to contact service customers, what car they have, where they bought it from and when would be the right time to approach them about a future sale.  All in a helpful, non-pushy way. The fact that FullCycle has basically paid for itself in the first month of using it is testament to the financial payback we’re getting too.”

The real-time data from FullCycle means that Cardiff Audi has been able to use its courtesy fleet more efficiently as well.  The dealership can offer an upgraded courtesy car when a customer’s existing vehicle comes in for servicing. Not only does this allow the customer to try out the latest model in an unpressurised environment, it also means the courtesy vehicle is provided by the sales department therefore cutting down on service fleet costs.  Over time Cardiff Audi aims to reduce its courtesy car fleet, as the sales fleet can be loaned to appropriate service customers.  This will not only save money but also help build customer relations.

Cardiff Audi’s customers are appreciative of the more joined-up approach between the sales and servicing departments as Masterson continues: “We can pick up the phone and start a dialogue, there is no pressure, it just allows the customer to see that we understand where they are on their car ownership cycle.  We can then help them with their car-buying choice at a timescale that suits them.  Our customers have been complimenting us on what we are doing as a result of FullCycle.”

Barry Cooper, Managing Director of Cooper Solutions concludes: “It’s been really rewarding working with Cardiff Audi.  Using FullCycle’s digital solution to allow them to speak to their customers with added confidence has obviously reaped rewards.  We will continue to work closely with them to ensure FullCycle is used to its full potential.”

FullCycle puts a stop to sales leads driving off the service ramp

Latest innovation from Cooper Solutions ensures servicing dealers secure sales with the 50% of customers who didn’t buy from them

Cooper Solutions has launched FullCycle, an exciting new system revolutionising how dealers identify future sales opportunities passing through service departments. This latest innovation helps dealers respond differently to customers in an ever changing and demanding climate.

FullCycle is a unique solution that brings together the multiple layers of information needed to nurture relationships with service customers.  Crucially, it recognises the various stages in the ownership cycle, and identifies those in a prime position to change their vehicle, representing a sales opportunity for both supplied and not supplied customers.

Barry Cooper, Managing Director of Cooper Solutions, explains: “In an age of ever-growing digital alternatives to buying a car, the franchised dealer has one clear advantage over the competition – the opportunity to optimise satisfaction with the existing car owner, and to qualify what comes next and when.

“A service visit is the perfect opportunity to do just that.  Our data shows that typically 50% of service customers did not buy their car from the servicing dealer, demonstrating how vital it is that sales departments improve their interaction with service customers.  Whilst dealerships are well aware that they could be converting service customers into incremental vehicle sales, this rarely happens.  This is because the service department is 100% focused on a successful aftersales experience for the customer, whilst the sales department needs help identifying customers by new, used or corporate, recently purchased or soon to change, and whether supplied by the dealer or not.”

Whether a customer is at the beginning of their ownership cycle or nearing the end of their finance agreement and booking their final service, FullCycle arms dealers with the knowledge needed to develop a relationship to ensure they are in pole position to undertake the next service or supply the next car.

Barry Cooper concludes: “Providing optimal digital solutions for dealers sits at the centre of everything we do at Cooper Solutions, and FullCycle is no exception.  We’ve worked closely with dealers to pilot FullCycle before its launch, adding many useful features such as highlighting first time service customers or those who are visiting soon after a purchase.

“Perhaps best of all, is that it is based on finance agreement data, making it possible to identify that this could be the last service visit in that car.  This will, hopefully, awaken both service and sales departments to avoid a future lapsed customer and a lost sales opportunity.

“It’s great to know that dealers across the country are now reaping the financial rewards of nurturing service customers with FullCycle and capitalising on the increased Service and Sales customer lifetime value…it’s a win win.”

FullCycle – turning service into sales

In an age of ever-growing digital alternatives to buying a car, the franchised dealer has one clear advantage over the competition – the opportunity to optimise satisfaction with the existing car owner, and to qualify what comes next and when.

Our data shows that typically 50% of service customers did not buy their car from the servicing dealer, demonstrating how vital it is that sales departments improve their interaction with service customers.

FullCycle arms dealers with the knowledge needed to develop a relationship to ensure they are in pole position to undertake the next service or supply the next car.

 

 

Car Dealer Power Awards 2019

Support Cooper Solutions in being named best Trade Insurance Provider 2019

2019 marks the 10th Car Dealer Power survey and it gives automotive retailers the opportunity to provide their opinions about how manufacturers and suppliers have performed throughout the year.

Can we ask you to support us this year by voting for FullCover as the best Trade Insurance Provider?

We know you love our product, as the number of days retailers took advantage of the FullCover daily rate insurance for customer loans has grown steadily over the past year. So, can we now count on you to cast your vote.

All you have to do is give marks out of 10 and provide an honest opinion on how good our product really is! The survey can be accessed online at CarDealerPower.com and it should take no longer than 10 to 15 minutes to complete.

To vote for Cooper Solutions, go to the Supplier section of the form. You will be able to give FullCover your vote in the best Trade Insurance Provider category. The survey is anonymous so fire away with all your lovely opinions.

Your vote will make a difference as the winners will be decided entirely by dealers.

Hopefully with your support it will result in Cooper Solutions being awarded Trade Insurance Provider in 2019.

THANK YOU!



Cooper Solutions and Evelyn’s Gift working together to help benefit families and children

As part of its partnership with local charity Evelyn’s Gift, Cooper Solutions was thrilled to be involved in a project to transform a contact room and adjoining kitchen at Children’s Services in Warwick. 

The charity was formed in 2014 in recognition of Evelyn Mary Smith who passed away suddenly at just seven years old.  Its aim is to train as many people in CPR and lifesaving skills, and to provide little acts of kindness to people in need.

A team from Cooper Solutions worked in shifts over one day top complete the painting.  With funding from Leamington Spa’s Rotary Club to provide storage, and the addition of wall decals, and the donation of a vast selection of pre-loved toys, books and games from Cooper Solutions, the area has been completely transformed.

Barry Cooper, Managing Director of Cooper Solution, said: ‘It was a privilege for us to be involved in this project, which Helen from Evelyn’s Gift was able to facilitate for us. We hope that families and children visiting the centre will benefit enormously from the more comfortable and welcoming interior.’

Helen Smith of Evelyn’s Gift said: ‘I am personally very grateful to Cooper Solutions for choosing Evelyn’s Gift as their charity for 2019.  From my first meeting with them, working with their team has been inspiring and their enthusiasm for this project at Children’s Services has made it hugely successful.’  

Customer satisfaction steps up a gear for Chorley Group with FullCover

Cooper Solutions’ short-term insurance solution and licence checking simplifies vehicle handovers and delivers extra income stream

Award winning Chorley Group, operating six key dealerships and four franchises across the North-West of England, has chosen FullCover from Cooper Solutions as its preferred fleet management system and short-term insurance provider.

The business initially adopted FullCover at Chorley Nissan, the UK’s largest volume, single Nissan dealership, but quickly established that its ability to streamline the car handover process for its customers, and the additional income revenue it delivers through collision damage waiver (CDW), would an invaluable addition to the Group as a whole.  The system has now been rolled out to encompass its dealerships across Lancashire and Greater Manchester.

Operating five of the world’s largest motor franchises incorporating Nissan, Hyundai, Kia and MG Motors, the Chorley Group’s fleet management task is potentially complex.  However, FullCover has enabled the Chorley Group’s network of locations to efficiently manage all current, future and historic appointments for sales, aftersales and bodyshop loans, while incorporating instant online driving licence checking.

Stephen Mellett, Group Aftersales Director says: “Using FullCover has had a number of benefits for us. Being able to check driving licences in real time means we can process the handover of loan cars quickly, so customers can get on their way without having to wait around as paperwork and forms are completed. We’re also able to process any Motability customers through the system efficiently, so all customer usage is recorded in one place. FullCover integrates with our existing dealer platform, meaning we can book straight into our diary screen, which has streamlined our booking process.”

Chorley Nissan Blackpool was the first adopter of CDW; now utilised by the whole group. Traditionally, customers have to shoulder a high insurance excess if they want to drive a loan car, but this is no longer the case as Stephen Mellett explains: “We also benefit from the additional revenue provided through CDW, which means that the customer is fully insured with a very low excess, with the added benefit of this having a positive impact on customer satisfaction. We currently recover between 70% and 110% of our insurance premium spend by offering CDW to our customers.”

The Cooper Solutions team has collaborated closely with Chorley Group to unravel some areas which were not working for them or their customers.  Crucially, the partnership with Cooper Solutions and FullCover has turned what were headaches for the dealership, into a profit-making opportunity for them whilst enhancing customer satisfaction.   

“Dealers need to be on top of their forecourt fleet and courtesy cars at all times to  boost profitability and of course, make life better for customers.  Whether customers are test driving cars for sale or returning for servicing or aftersales care, FullCover supports dealers in meeting their needs. By working in partnership with dealerships like Chorley Group, we can tailor our solutions to maximise return on investment for them.  It also means we can ensure their customers reap the benefits and reward dealers with their on-going custom for years to come,” concludes Dean Pipitone, Director of Cooper Solutions.