Rollercoaster Ride to Success at FRF Motors

15 February 2013

Revenues are on the up at FRF Motors after the South Wales group brought in Coachworks Consulting to improve aftersales.

Rollercoaster Ride to Success at FRF Motors

The Vauxhall, Chevrolet and Mazda retailer is part way through Race 4 Growth – a 26-week, bespoke business improvement programme that transforms aftersales, direct profit and customer experience scores.

More VHCs are being carried out, more work is being identified and more of that work is being sold.

At the Swansea business, more than 95 per cent of eligible vehicles entering the workshop received VHCs in January – a significant increase on the same month last year

Red upsell has risen to more than 50 per cent, while the average red and amber sales per VHC also increased significantly in January to £75.90.

Work identified per VHC, meanwhile, stood at a much-improved £210, and tyre revenues were 200 per cent up on January budget.

The Bridgend outlet is also enjoying better aftersales. This is partly down to a big improvement in VHC completion rates, which stood at 96.9 per cent in January.

In addition, Bridgend sold 40 “Spruce and Shine” mini-valets, contributing to overall cleaning costs.

Paul Watkins, Financial Director at FRF Motors, said: “We’re very happy with the results so far. I can’t pretend it’s an easy process – in fact it’s a bit of a rollercoaster ride sometimes.

“But there’s this ‘lightbulb’ moment when everything seems to slot into place. Now the work we’ve been doing with Coachworks is benefiting other parts of the business.

“We’re taking the approaches and processes we’ve put in place in aftersales and applying them elsewhere to great effect.”

Race 4 Growth is a culture change programme that leads to improved customer service, retention of older vehicles and a commitment to in-house coaching.

FRF commissioned Race 4 Growth after taking part in Road to Growth and Road to Growth 2, the national aftersales programmes developed by Coachworks and Vauxhall UK.

Subsequent Growth Appraisals at the group identified untapped sales opportunities at both businesses.

Karl Davis, Managing Director at Coachworks Consulting, said: “We’re so pleased with how things are going at FRF Motors.

“The team there has been absolutely committed to Race 4 Growth. It’s not an easy process and it requires a new way of thinking throughout the business, but they are now really starting to reap the rewards.

“Changing cultures, improving customer service and learning how to retain older vehicles will deliver real growth over the long term.”

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