After the progress made in recent years, Nissan is working hard by 2020 to go even further in terms of after-sales. And in this context, the digitalization of the business will make sense.
“We need to bring a unique customer service and experience, but in an accessible way.” We also need to understand that if we create value for the customer, we also create value for our network, and so for the whole brand. ” It is with this statement that Soufiane El Khomri, after-sales director of Nissan France, summarized, on the one hand, the action put in place in terms of after-sales and, on the other hand, the new efforts to further progress in this area.
“A whole set of services”
Indeed, the performance of the Nissan network in recent years have something to reassure him. The APV manager had in particular identified several areas on which to rely to improve the after-sales activity in the concessions. The efforts made paid off: “A massive recruitment plan with an increase of +17% but also more partnerships, in particular, made it possible to reduce the average number of appointments by 9 in one year, 7 to 6.3 days, “rejoiced Soufiane El Khomri. Moreover, the customer retention rate has also been improved with, according to several external and internal studies, a gain of 2.6 points thanks to simple customer promises such as free VR, the diagnosis offered, the unlimited free assistance or the systematic external washing of vehicles. “A whole set of services that also translate all of this real customer promise.”
In addition, the implementation of an ultra-personalized CRM to better understand the needs of customers has fostered the dynamism of the business via personalized targeted marketing operations according to the profile or geographic location of customers. Well seen: the system has generated an additional return rate of 5.7%, generating an additional turnover of 1.5 million euros.
A FF coverage rate of 42%
So many efforts have boosted the VPA sector of Nissan France. “Today, the after-sales activity contributes up to 40% (+ 10%) of the profitability of a Nissan dealership, as much as the VN, when the VO contributes only 20%”, says Soufiane El Khomri. All the indicators are green: the paying fee for the workshop rose by 12% in 2017 when the external sales of PR increased by 3.5%. The sales of labor rose by 11% while that of parts increased by 10%. On the balance sheet, the rate of coverage of fixed costs by the after-sales now reaches 42.2% against 39.9% a year earlier. But there is no question of stopping there since the activity APV like that of the VO are the two activities targeted by Nissan France in the short term.
And for 2020, target set for the brand, the roadmap is drawn: it aims a retention rate of 50% (against 44% today) and a rate of coverage of fixed costs of the same ilk. “For this, it will rely on major levers such as quality surveys, more advanced CRM or e-commerce,” said Soufiane El Khomri, who also relies on “more technicians, more bridges to increase traffic in workshops up to 20% “. And digital will have more than ever its place in the business.
A digital after-sale
As of June, new websites will be deployed in the network, including direct access to the schedule for customers. A new generation of tablet receptions will also appear from September. In addition, the brand will create the Nissan Club, a new platform currently being tested by the Daumont Group in Ile-de-France. This new website will initially offer the sale of tires and assembly concession, with Wyz as a partner. Then “The Club” will offer in the second time the sale of accessories, the management of the online e-book maintenance …