Reflecting the growing strength and relevance of the Motor Codes network and the value delivered to its subscribers, the OFT-approved industry standards body is set to introduce a free call whispering service for its 6,800 member garages, allowing them to monitor levels of business gained directly through Motor Codes.
The service introduction follows a five-month pilot with Bristol Street Motors who measured a business influx, directly attributable to referrals from the group’s Motor Codes profile pages, in excess of £100,000.
Robert Forrester, CEO of Vertu Motors, identified the importance of social marketing to both customer retention and attracting new business, “Motor Codes has recognised the significant role that online research plays in consumer buying behaviour. Its online garage finder, customer feedback mechanism and easily navigable garage profile pages help consumers make a confident choice and, in turn, drive business to its committed subscribers.
“The results of this pilot show that we’re right to place Motor Codes involvement as a part of our overall business growth strategy.”
The call whispering service, which will be activated for all Motor Codes subscribers throughout August, substitutes a garage’s own contact number on its Motor Codes profile page for an alternative. Calls to the newly-assigned number are introduced to the garage as coming via Motor Codes.
Chris Mason, managing director at Motor Codes sees call whispering as a significant addition to the Motor Codes offering, “Behind the scenes a huge amount of work has gone into making our website perform well at directing motorists to garages committed to the codes and, internally, we’ve watched traffic to our website rocket this year. This service allows each and every subscriber to see the difference that Motor Codes makes to their bottom line.”
During the Bristol Street pilot, running from March through July, in excess of 100 calls each month – a total of 650 – were shown to come from customers who had chosen a Bristol Street dealership having found it on www.motorcodes.co.uk. Based on an average invoice value across the Bristol Street network, this translates to a quantifiable business benefit of approximately £117,000.
Motor Codes subscribers interested in learning more about the free service should log into their account or contact Motor Codes on 020 7344 1651.
The call tracking package is operated by marketing analysis experts Tenacity – www.10act.com.
