When to Use Video Messages in Aftersales?

Effective video messages depend on the clarity of your processes. When will your dealership be employing video content? How will Technicians be notified that a video is required? Establish your process in advance and identify when video content is, and is not, necessary.

Triangular meetings

A good opportunity to determine whether video is needed is during the triangular meetings. For example, you can use a stamp marked “video” or add an additional line to the work order. This will inform Technicians that a video is required and lets Service Advisors know they should inform customers when receiving vehicles.

Video instances

1) Annual Inspection:
The annual inspection is an annually recurring engagement. Its outcome is never known in advance. Technicians work through a checklist. An ideal video opportunity is to record a number of check items and use them in the video message. This makes it possible to deliver a video message with alternating good news (everything fine, no additional costs) or bad news (repairs are needed). In case of annual inspection failure, reasons can be immediately illustrated via video.

2) Regular servicing:
Servicing takes place at regular intervals. Technicians perform a number of services, taking a certain amount of time each. Following a diagnosis, a brief video summary can add value to these services. Customers can be shown what maintenance has been performed, inspiring confidence by visualizing filter and oil changes, for example. It also offers an immediate explanation for the costs of the servicing.

3) Complaints:
As soon as a customer complains about the vehicle they bring to the workshop, you have the perfect opportunity for a video message. The cause and effect of an issue can be visualized naturally. You can show that each issue is addressed and repaired. And even if they cannot be repaired, the video lets you show customers what actions you have taken.

4) Good or bad news:
A video message is a powerful tool to share information with a customer quickly and efficiently, helping you to sell the value of repair work. But keep in mind that if you only use video for this purpose, customers will start to associate videos with additional costs. Motivate your Technicians to also employ video in cases of ‘good news’, such as a brief video in which the Technician explains their intended actions during servicing.