The Garage 333

SALESANDMARKETING
CitNOW
By Alistair Horsburgh, Chief Revenue Officer
Digital communications have
become even more crucial in
enhancing the digital customer
experience over the past few years. After
a period of unprecedented uncertainty,
it comes as no surprise that the rate of
digital transformation in aftersales has
continued to accelerate in parallel with
the rapid digitalisation of the car buying
process. As customers transition from
the retail experience to ownership, the
demand for personalised, transparent
communications remains, with an
expectation of greater convenience than
ever before.
With an average of over one million
videos now being created every month,
it’s clear that more retailers and
workshops than ever are embracing
personalised video to communicate most
effectively with their customers.
Even before the pandemic, the use of
video in workshops was rising steadily,
improving transparency and enabling
customers to make informed decisions
about spending on repairs. In a survey
conducted by CitNOW, 70% of motorists
said they value the transparency that
video provides in the workshop and 62%
of car buyers under 50 years old say they
are more likely to approve any repair work
if they are first sent a video that clearly
shows what’s required. Customers clearly
like it too, with our workshop videos
receiving an average score of 4.8 out of 5.
Not only does video in the workshop
increase the likelihood of work being
approved, we have also found that it
facilitates fast responses. 65% of work is
approved by the customer within half an
hour of them receiving the video – with
26% of work approved within just ten
minutes. Quicker approvals mean less
ramp time per vehicle, a faster turnaround
for customers and more efficient
36 THE GARAGE
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