Waylands is an independent family-owned business with dealerships in Bristol, Newbury, Oxford, Reading and Swindon. As multiple winners of the AM Dealer Group of the Year Award, they clearly get a lot right when it comes to customer service. They came to Direct Affinity CX for impartial, consistent feedback on all aspects of their sales processes, specifically focusing on those prospect interactions that did not result in a sale.
Turning the spotlight on lost sales
It’s typical for businesses to monitor sales performance and satisfaction levels among customers. Yet by far the largest proportion of prospects – as much as 70% – do not become sales. Learning why a prospect is ‘lost’, and where in the sales process they decided not to proceed, has the potential to yield valuable insights. It can also generate an immediate commercial return via incremental sales.
Direct Affinity CX undertook a Lost&Lapsed programme for Waylands to contact lost prospects and discover what more could have been done to convert the sale. Our CX agents acted as impartial observers covering all areas of prospect-dealer interactions, yielding valuable insights and actionable intelligence on everything from training through to pricing and sales process.
The results are impressive. Following the Lost&Lapsed programme, Waylands has seen a significant increase in Net Promoter Score (NPS) from lost customers. The number of walk-in customers who are now offered test drives is up 20%, and the instance of vehicle videos being sent to digital enquiries is up 35%, all as a direct result of lost sale feedback. The CX management portals also allowed individual site managers to view all feedback, listen to calls and identify trends.
The Lost&Lapsed programme also revealed another valuable insight: prospects that don’t immediately transact aren’t necessarily lost. Of the lost opportunities contacted by Direct Affinity CX agents, 11% resulted in a fresh lead for the dealership with a conversion rate to sale of over 15%. Waylands are now generating more sales for each marketing pound and have the accurate data and insights they need to make their award-winning customer service even better in future.
The results
- NPS up 25%
- Walk-in customers offered test drives up 20%
- Vehicle videos sent to digital enquiries up 35%
- Lost prospects converted to a fresh lead 11%
- Conversion rate for former lost prospects 15%+
Improvements in the customer journey
“We have partnered with Direct Affinity CX for many years using several of their services at numerous touch points in our customer journey. We pride ourselves on our customer service and with the quality of feedback and analysis that is provided by Direct Affinity CX, we have been able to maintain our high standards at all times. At a time when experience is vital, Direct Affinity CX has helped us drive improvements in our customer journey whilst also generating appointments and sales for our sale events.“
April Wyatt, Head Of Marketing
