After Sales Marketing
Car manufacturers face enormous challenges in the after-sales area: alone the amended BER regulations increase competitive pressure in the high-margin after-sales business. Efficient after-sales marketing is thus becoming more important from a strategic aspect – to increase customer loyalty for the product and the brand and to ensure and develop the profitable after-sales business.
Expand after-sales purposefully
To expand the after-sales business in a toughening market environment it is important to expand the product portfolio and also ensure flexible and competitive pricing. What is needed are new marketing concepts and the development of alternative sales channels.
Cirquent provides its automotive customers with professional support in the planning and implementation of efficient after-sales marketing solutions. We develop and evaluate business potentials (for example, online selling of spare parts and accessories, alternative delivery concepts or fair value-based repairs), provide innovation, project and rollout management and deliver the functional process modelling. We are also the right partner for car manufacturers when it comes to architecture or IT consulting and application development.
Solutions for after-sales marketing – examples
Convenient online spare part ordering system for independent repair shops: in the after-sales business when products become older manufacturers of complex premium products often have to compete with cheaper, independent service providers. Because of this, Cirquent developed a convenient online spare part ordering system for a well-known premium manufacturer in order to bind service providers more to the company.
The requirements
It should be possible to call up customer data, orders, part availability and prices from the dealer's inventory management system. An evaluation reporting system should also allow the success of products to be controlled.
The customer's objectives:
- Increase the dealers' loyalty to the brand
- Bond end customers with older vehicles to the manufacturer
- Increase sales of the independent service providers
Cirquent's service was the complete planning of the online spare part procurement system. Cirquent advised its customer, delivered the rough and detailed concepts and a solution architecture with an object-oriented approach. Cirquent also carried out the entire implementation and integration.
Modern online information and sales training system for service consultants Service consultants usually have a technical training and are thus often ill-equipped to advise customers, for cross-selling and for the sales talk. This is why Cirquent was asked by a well-known car manufacturer to implement a system that offers service consultants up-to-date sales information and online training.
The requirements
Product data, including prices, was to be provided and updated every day. Also required were the possibility of online sales training and the development of a content management system so that the customer could maintain the website.
The customer's objectives:
- Prepare sales expertise for service staff
- Develop a workflow-based, quality assured process to create content – from the head office to local users
- Integration of other sales applications
Cirquent's service was the complete planning of the online information and Internet sales training system – from advising on the rough and detailed concepts to developing a solution architecture with an object-oriented approach. Cirquent also carried out the complete implementation and integration.
