UNCERTAINTY during the Covid-19 pandemic, Brexit, VED changes as well as delays to the supply of vehicles and credit have all impacted Leasing Brokers over the past few months.
But they have led to an increase in the level of contact Leasing Brokers are having with customers; up to 80% in Q2 compared to 37% in Q1 according to the latest Leasing Broker Federation Survey, powered by APD Global Research.
Brokers we have been in touch with over the past few days all report an increase in customer contact, particularly via email, social media, telephone and even “zoom” calls while some have created new roles specifically for this.
Paul Bulloch at Concept Vehicle Leasing said: “We’ve always maintained a good level of contact with customers throughout their lifecycle with us. Our clients all benefit from Dedicated Account Management, backed up by our Customer Services Team.
“But this year has been somewhat different for all of us; through the early stages of Covid-19 (Lockdown) we felt it even more vital that customer contact was maintained. So we reached out to all of our customers during those first few weeks, just to check in and offer any help or support as required.”
Bulloch said Concept employs a variety of approaches to maintaining contact, including:
- Consultancy “Check-in” Calls
- “Zoom” Calls
- E-Mail Communications
- Social Media (Including LinkedIn Connection)
- NPS Scoring / Feedback Requests at different touch points
- The launch of a monthly video update, specifically aimed at existing clients.
He added: “Technology will increasingly play a part in client onboarding, communication and retention. Increased use of scheduled “Zoom” type calls will become the norm, and interaction via video / podcast and live Q and A via social media could also feature more regularly.”
Keith Hawes at Nationwide Vehicle Contracts said that contact has been confined to e-comms to existing customer data base and organic via website offers.
“Our PPC spend with Google has been reduced by over 90%. Despite this our website visits are on a par with 2019 therefore we can only conclude that the brand pull/awareness is having a positive effect in driving web traffic to Nationwide without having to spend significantly on PPC.
“We have been very proactive with existing customers regarding contract extensions on the back of some strong funder propositions/programmes to encourage this.”
Reaction from customers has been positive with volumes running at over 300 per week. Looking to the future, Hawes sees less PPC, more organic positioning and PR activity to develop the brand.
He added: “We will also Increase focus on renewals. We do not use any disruptor platforms – they will struggle to achieve a viable position in the Google rankings. Whilst they are trying to spend their way to the top, they are fighting one another and it’s costing them a fortune. Difficult to replicate 18 years in business!”
Rob Marshall at Gateway2Lease said his business has created a new role with a Customer Experience Manager.
He added: “Customers are frustrated with delays whether that is the supply or the credit side of things. They are also frustrated and at times confused with the complexities and potential impacts of Brexit and the environmental changes linked to WLTP. We are hoping that through good communication, we will continue to navigate all the challenges. Once we are through the trio of Covid, Brexit and WLTP then I would hope we start to see a period of stability hopefully by 2022.”
Vince Pemberton at Rivervale Leasing said that increased contact with customers has centered around Covid. For example, extending rather than replacing, payment holidays, some cancellations or putting orders on ice.
He believes that increased contact is due to Covid really hurting during Q2, adding: “We try to keep our customers up to date as much as possible. We kept circa 50% of our staff on initially. I know of some brokers that closed altogether which I do find bizarre.
“We did see a bounce back and June was a great month for deliveries – our best June ever – which meant normal in-life contact was resumed with additions around Covid and more blog pieces. I would add that we believe people are now bored of car/Covid blogs, I know I am!
“It doesn’t matter what industry you are in customers like to be kept informed and we are reviewing our in-life communications currently to make sure we contact customers with what they want to be contacted with.”
