In today’s competitive automotive market, aftersales plays a crucial role in driving profitability for dealerships. Yet, many dealerships overlook a powerful tool that can significantly increase revenue: customer segmentation. By dividing the aftersales customer base into distinct segments based on vehicle type, service needs, and individual preferences, dealerships can create highly targeted campaigns that offer relevant products and services. This personalised approach not only enhances customer satisfaction but also drives added value sales, creating revenue-generating opportunities from routine visits.
One of the most effective ways to implement segmentation in automotive aftersales is through smart technologies that leverage data from work orders and vehicle details. Tjekvik’s Smart Rules feature is a game-changer in this arena. It enables service managers to offer customised upselling opportunities tailored to each customer’s vehicle make, model, and service requirements.
Technology offers unprecedented opportunities to personalise customer experiences
Imagine a scenario where an electric vehicle (EV) owner brings their car to your dealership. Smart Rules, automatically identifies this customer as an EV owner and presents them with offers that are perfectly aligned with their needs, such as charging credits or specialised maintenance packages for EVs. This level of precision not only enhances the customer’s experience by providing them with relevant and valuable options, but it also increases the likelihood of them making additional purchases.
Another example could involve a customer scheduled for a 30,000 km service and winter tyre change. Leveraging the segmentation Tjekvik Smart Rules provides, the service manager identified this group of customers and created a targeted upselling campaign offering tyre storage solutions, new wiper blades, and a vehicle valuation service. These tailored offers are far more likely to resonate with the customer than generic, one-size-fits-all promotions, leading to higher conversion rates and increased revenue for the dealership.
The ability to segment customers and deliver personalised upselling opportunities is not just a nice to have; it is a competitive advantage in the modern automotive landscape. By analysing the customer base for the upcoming month, service managers can strategically group customers into segments based on factors such as vehicle type, mileage, and service history. This allows the creation of highly targeted campaigns that speak directly to the needs of each customer group.
How to use Smart Rules to deliver targeted campaigns
For instance, a campaign could be developed for owners of older vehicles offering extended warranty plans or a vehicle valuation, while another could target recent buyers with offers on accessories or performance upgrades. The possibilities are endless when segmentation is applied correctly, and the results can be transformative for the dealership’s bottom line.Â
The importance of segmentation in automotive aftersales cannot be overstated. By using tools like Tjekvik’s Smart Rules, service managers can unlock the full potential of their customer data, creating personalised upselling opportunities that drive significant revenue growth. In a market where customer expectations are higher than ever, the ability to offer highly targeted products and services is the key to not only meeting those expectations but exceeding them. By embracing segmentation, dealerships can turn every customer interaction into a chance to boost sales and build long-term loyalty.Â
