MARTEC Europe has launched a new analytics product called TelephoneSuccess.
The new initiative from the automotive sales training experts follows a large investment in a new software programme, an online ‘dashboard’ and additional features to ensure the programme meets the needs of automotive retailing in a digitally-driven world.
TelephoneSuccess ‘listens’ to a dealership’s customer communications and analyses content.
It scrutinises live chat, emails and video as well as calls.
Tested with a pilot group of 10 dealerships from a number of dealer groups of various sizes in April this year, TelephoneSuccess took nine months to develop.
Managing director Neil Pursell said: ‘Whilst the vast majority of consumers first come into contact with a dealership online, the first interaction remains overwhelmingly by phone, although email and live chat are now used more widely and video is also gaining ground.
‘Our original system was designed for many fewer interactions and started as purely a sales tool. It has since evolved to include aftersales but with the volume increasing massively along with new ways consumers are communicating, we needed to upgrade the system to meet the demands of modern retailing and customer communications.
‘Our approach goes way beyond quantitative analysis and interrogates the content of the communication. It is far from being a fully automated approach. We use a team of people to analyse the experience. The human perspective is imperative in providing a true analysis.
‘One of today’s biggest differentiators is the value of the experience itself. The quality of the interaction is often the dealer’s competitive edge.’
TelephoneSuccess was developed by The Tomorrow Lab, a Belfast-based web agency which combines design with highly functional technology.
As well as training new clients, Martec’s team will provide additional support to current users to ensure familiarity with the new system and its additional features.