Customer retention; changing the customer perception Paul Everitt, Chief Executive, SMMT 6 April 2011
New car registrations Scrappage scheme helped stabilise market, albeit at a lower level. Registrations set to end 2011 at 1.93 million units. Market slowing, after scrappage scheme New car registrations, 12 month moving annual total 2007 to 2011 (Source SMMT)
New car registrations Scrappage in place May 2009 to March 2010 (with some overhang). Represented almost 15% total sales over that period. Impact of scrappage scheme New car registrations, 2009 to 2011, with Scrappage indentified (Source SMMT)
New car registrations Scrappage scheme supported private market. Fleet volumes stable and supporting overall market. Private and fleet split New car registrations, 12 month moving annual total 2007 to 2011 (Source SMMT)
New commercial vehicle registrations CV market up 15.6% in 2010. Further 38.7% rise at start of 2011 LCV equal 85% all CVs. 19.6% growth in 2010 and to rise 7.8% in 2011. Market recovering after recession New CV registrations, 12 month moving annual total 2007 to 2011 (Source SMMT)
Building aftersales business Challenging perceptions to retain customers Greater emphasis on aftersales activity. Importance of the franchised network to the UK motor industry. Knowing the difference – understanding the service offering. Building confidence by demonstrating credibility and celebrating success. Motor Codes - A public commitment to fair and honest customer service.
Motor industry code of practice for service and repair Key statistics Number of subscribers Franchised dealers - 5,500 Independent garages - 1,000 Website traffic (unique users) 2010 total - 317,647 Q1 2011 - 123,306 (47.1% increase on 2010) Garage finder searches 2010 - 110,154 Q1 2011 - 32,777 (33.8% increase on 2010) Customer survey returns 2010 - 8,396 (Satisfaction level = 91%) Q1 2011 - 5,069 (Satisfaction level = 93%)
Motor industry code of practice for service and repair Consumer-focussed Motor Codes website. Garage finder helping consumers to make the right first step. Garage profile setting out the key service offerings. Customer generated feedback rating, unique to each garage. Unedited customer feedback from real-life user experiences.
Motor industry code of practice for service and repair Reassurance through transparent review processes
Aftersales and the franchised network Customer retention; Changing the customer perception Industry needs to explain its value proposition to motorists. Industry needs to focus on demonstrating its commitment to quality of service . Industry needs to encourage motorists to differentiate between those that can and do and those can’t and wont. Motor Codes provides a transparent process for gaining customer feedback. Motor Codes provides motorists with the advice, help and guidance most are looking for.