Mastering After-Sales Excellence: Part 2. Optimising Performance, the Role of EVHC, Employee Engagement, and Training in MENA Dealerships
As the automotive industry in the MENA region continues to evolve, aftersales operations have become more complex and crucial than ever. Dealerships must integrate innovative technologies and adopt strategies that enhance efficiency, engage employees, streamline operations, and drive customer loyalty. In this part of the series, we’ll explore how Electronic Vehicle Health Checks (EVHC), employee engagement, and a robust training culture can elevate the performance of aftersales departments. The Power of EVHC Implementing an EVHC system improves the efficiency of service operations and enhances the overall customer experience by providing clear, actionable information about their vehicle’s condition. This approach aligns with the automotive industry’s shift towards digital solutions that prioritise customer engagement and satisfaction. By replacing traditional paper-based methods, EVHC systems allow technicians to perform comprehensive diagnostics and record findings electronically, which are then shared with customers in a clear and accessible format. Key Features and Benefits of EVHC: • Digital Inspection: Technicians use tablets or mobile devices to conduct inspections, capturing data and images directly into the system. This approach reduces errors associated with manual data entry and ensures all findings are accurately documented. • Enhanced Customer Communication: The system generates detailed reports that can include photos and videos of identified issues, facilitating transparent communication with customers. This visual evidence helps customers understand the necessity of recommended services, thereby increasing trust and satisfaction. • Operational Efficiency: By automating the inspection and reporting process, EVHC systems streamline workflows, reduce administrative tasks, and enable service advisors to focus more on customer interaction and sales. • Revenue Growth: The clarity and transparency provided by EVHC reports can boost service department revenue by increasing the acceptance rates of recommended services such as wiper replacements, tire rotations, and brake pad installations. Implementing an EVHC system improves the efficiency of service operations and enhances the overall customer experience by providing clear, actionable information about their vehicle’s condition. This approach aligns with the automotive industry’s shift towards digital solutions that prioritise customer engagement and satisfaction. Employee Engagement:The Key to a High-Performing After-Sales Team One of the most critical factors in the success of an aftersales department is the engagement and motivation of its employees. In MENA automotive dealerships, where customer service and efficiency are key, the importance of a well-trained and motivated workforce cannot be overstated. Employee engagement goes beyond offering a competitive salary; it involves creating a work culture where employees are invested in their roles and feel valued. Research consistently shows that engaged employees are more productive, provide better customer service, and are more likely to remain with the dealership long-term. A key strategy for enhancing employee engagement is providing regular feedback and clear goals. Aftersales managers should set performance expectations and ensure their team is equipped with the tools and knowledge needed to succeed. Engaged employees are more likely to embrace new initiatives like EVHC and strive to meet customer satisfaction metrics such as Net Promoter Score (NPS) and Customer Satisfaction Index (CSI). Dealerships in the MENA region can benefit from introducing incentive programmes that reward high performance. These can include bonuses, recognition awards, or even career development opportunities. The right incentives create a competitive environment that drives employees to exceed their targets, ultimately benefiting both the dealership and its customers. Training: Ensuring Consistent Service Excellence Continuous training is essential for maintaining a high level of service quality in any aftersales operation. In the MENA region, where the automotive industry is rapidly changing with the introduction of new technologies and services, staying ahead of the curve is critical. Training programmes should be designed to update employees on the latest product knowledge and teach best practices in customer service, sales techniques, and upselling. A structured training programme ensures that service advisors, technicians, and other workshop staff are equipped with the skills they need to perform at their best. In particular, training should focus on technical skills, customer service, communication, and problem-solving abilities. Furthermore, regular workshops on new technologies—such as EVHC—ensure that employees remain adaptable and ready to implement innovative solutions that benefit both the business and the customer. For instance, when implementing EVHC systems, training workshops can teach employees how to interpret the data and use it to guide customers through the repair process. Technicians and service advisors must also understand how to leverage EVHC reports to enhance their upselling and cross-selling efforts. Training should also foster a culture of continuous improvement. Employees should be encouraged to provide feedback on processes and suggest new ways of working. This approach improves operational efficiency and contributes to a culture of innovation within the dealership. Incentives and Target Achievement: Driving Performance and Margins Incentive schemes are a proven way to drive performance in aftersales departments. These schemes are typically tied to key performance indicators (KPIs) such as labour efficiency, customer satisfaction, and revenue generation. For dealerships in the MENA region, setting clear performance targets and aligning incentives with these targets can significantly improve employee engagement and profitability. Incentives can be structured in various ways. For example, service advisors could receive a bonus for achieving a high NPS score, while technicians could be rewarded for improving labour efficiency or productivity. These rewards can motivate staff to go the extra mile, ensuring that the dealership consistently exceeds customer expectations while meeting its financial targets. Furthermore, incentive schemes can help dealerships increase their margins by encouraging the sale of high-margin services and parts. For instance, offering an incentive for the sale of extended warranties or the upsell of premium services such as PPF (Paint Protection Film) can drive additional revenue and profitability. By incorporating targeted incentives into their business strategies, dealerships in the MENA region can improve the overall performance of their aftersales teams while boosting customer satisfaction and dealership profitability. Conclusion: Building a Strong After-Sales Culture for Long-Term Success In the fast-paced automotive market of the MENA region, aftersales operations are a vital source of revenue and customer loyalty. Dealerships can optimise their aftersales performance by integrating cutting-edge technology like EVHC, fostering employee engagement, providing continuous training, and