When Digital met Aftersales: what have we learned?

Alex Rose - Marketing Director12 February 2014

Who Are We?

Leading aggregator / ‘compare the market’ for servicing/repairs5,600 dealerships, specialists and mobile mechanics7,500 monthly leads, typical vehicle age 4-8 years oldGarages pay a 3.5% commission when they win new business

Some ‘fast facts’ about us

#1 #1

>£100KFord Focus New Clutch Avg final bill Leading garage

How does Who Can Fix My Car work?

How is our £2.5m monthly repair work distributed

View this map here: https://www.google.com/maps/d/edit?mid=z5CfH3AiUXaA.kCDba7OxOYZo

Normally I’d say, hands up if you used…

Instead we’re going to lift the lid…

7,500 cars / month, 100+ brands80% independent, 20% franchised and FF150x separate repair types10x YoY growth in garage quotesWhat have we learned from this 360-degree view?

-

500

1,000

1,500

2,000

2,500

3,000

Weekly quotes from WCFMC garages, last 12 months

1. Choice vs a Quick Fix

0%

20%

40%

60%

80%

100%

120%

1 2 3 4 5

Relative chance that job will be done vs no. quotes received

40% accept the first quote they receive BUT

2. Speed Sells

0%10%20%30%40%50%60%70%80%90%

100%

Relative jobs won vs response speed Quote within 2 hours and you are

More likely to win work than someone who takes 24+ hours

3.6x

3. Recommendations CRUSH low prices

Customers tell us reputation is:

More influential than price

2.5x

The average WINNING quote is just 6% (£11) lower than the avg

4. …though we are a nation divided

More likely to seek PERSONAL

recommendation

40% More likely to turn to

ONLINE reviews

35%

More likely to seek PERSONAL

recommendation

17% More likely that

PRICE is an influencing factor

49%

So, how are dealerships doing?

VS

Marshall MotorsVertu Motors

Drive VauxhallStoneacre

JardineSytnerVindisPerrysBMWAudi

ATS EuromasterCarCraftCarShopInNOutTyres on the DriveJust Car Clinic

…and 4,000 independent garages nationwide

1. On price, it’s a game of two halves

Service and MOTDealerships avg

3% More expensive

than avg

Electrical WorkDealerships avg

9% More expensive

than avg

1. On price, it’s a game of two halves

Brakes/ExhaustsDealerships avg

44% More expensive

than avg

28% More expensive

than avg

General MechanicalDealerships avg

CambeltDealerships avg

67% More expensive

than avg

18% Overall more expensive than fast-fitter / independent average.

2. On service, you’re ahead… just.

0 10 20 30 40 50 60 70 80 90

Response time (hours)

Word count

Response speed and thoroughness vs the competition

Independent Fast Fit Dealer

There is still HUGE scope to pull away from the competition here.

So, what are our top tips for success?

3. Close on the phone

Our most successful garages ALL follow up on the phone.

Thomson, East Kilbride, have taken £35k from 100 jobs in 6 months.

3. ASK for a review

4. Do you really know what’s happening locally?

Perception: Reality:

?

Those tips for success once more…

Price in the ballpark

Respond in minutes, not hours

Phone follow-up for every customer

Make sure to ask for a review

Simple stuff, but a winning formula for ALL of our best garages.