Cooper Solutions’ innovation enables Bowker BMW to maximise service customer opportunities
Blackburn’s leading BMW and MINI Group, Bowker, has extended its longstanding relationship with Cooper Solutions, choosing FullCycle to identify future vehicle sales opportunities. Recently launched, FullCycle is a revolutionary customer data solution that provides invaluable ownership insights. These are enabling all Bowker dealerships to nurture sales opportunities that are passing-through its busy service department, helping to increase short term vehicles sales and build strong relationships with longer-term prospects.
While most dealers have access to the different levels of information needed to build relationships with service customers, that data is rarely available in a form that ensures this is comprehensively and consistently undertaken. FullCycle incorporates dealer data with Experian data, to identify customers that are in a prime position to change their vehicle.
Richard Cowell, General Sales Manager, Bowker BMW Blackburn explains; “Like all major franchised dealers we have an incredibly busy service department, with as many as 70 cars booked in for a service every day. Before FullCycle, our workshop facility could inform our sales team who these customers were but couldn’t offer any other information about them.
“Now with FullCycle we know how long they’ve had their car, if they bought it from us and when their finance agreement is due to end. FullCycle puts this information at our fingertips, so our sales team can easily plan ahead and adapt how it communicates with each service customer prior to them arriving at the dealership. By creating a knowledgeable and personal approach, service customers who may have previously been overlooked, are now highly valued sales opportunities that we can build long term relationships with.”
Identifying ‘Service Not Sold’ customers – those that use the dealership to service their vehicle but didn’t actually buy a car from it – has been a key benefit for Bowker BMW. Richard Cowell continues; “If we know a service customer is driving a used BMW X5 and we have a new or newly new BMW X5 in the showroom, we can offer them a test drive. By having greater visibility of our customer’s motoring preferences, the better customer experience we can deliver. Whilst the concept isn’t rocket science, we simply don’t have the time and resources – or the innovation – to bring together the level of information that FullCycle delivers.”
As one of the first users of FullCycle, Bowker BMW and Cooper Solutions have worked closely together to fine tune its functionality, with user feedback a key driver in system updates that continue to come regularly from Cooper Solutions. Barry Cooper, Managing Director of Cooper Solutions concludes; “We set out to bring to market a solution that helps dealers boost sales revenue and our partnership with Bowker BMW played a vital role in making this happen.
“It’s extremely satisfying to learn that not only is Bowker BMW selling more vehicles, it is also delivering a great customer experience, no matter what stage of the buying cycle that customer is at. FullCycle’s ability to deliver customer ownership insights, on an individual basis, has achieved this.”