New research carried out in the first half of 2019 found that franchised workshops, on average, retained just 31.4% of MOT custom where no scheduled service was due compared to 46.3% of scheduled servicing work.
Marketing Delivery, electronic customer relationship management provider, conducted a nationwide analysis of over 245,000 customer records.
The company found that the best-performing dealers retained more than half of all service work and over 40% of MOT custom, showing the potential for many dealers to increase MOT booking volumes.
Earlier research from Marketing Delivery found that 60% of UK motorists are more likely to book a service or MOT with a dealership that reminds them about vehicle maintenance at an appropriate time. However, further analysis indicates 7% of customer records are missing a ‘due date’ for customer car MOTs, a figure which rises to 34% among dealers with the worst record-keeping.
“Three years on from the UK’s highest-ever vehicle registration volumes, 2019 presents a great opportunity for dealers to capture more MOT work,” said Jeremy Evans, managing director at Marketing Delivery.
“While many franchised dealers retain a significant proportion of scheduled servicing work, a clear majority of customers are still taking their cars elsewhere for MOT work. Dealers can address this by ensuring customer records are up-to-date, with accurate MOT and service ‘due dates’ and correct contact details. With these foundations in place, dealers are better able to engage proactively with customers to maximise workshop utilisation.”