Home Automotive Commercial function: MGS takes CRM to a brand new stage

Commercial function: MGS takes CRM to a brand new stage

Commercial function: MGS takes CRM to a brand new stage


Commercial function from MGS (Marque Group Options)

Offering automotive retailers and OEMs with knowledge pushed CRM services and products that handle the shopper journey from enquiry to sale and all through the automobile possession cycle, MGS (Marque Group Options) is now increasing its portfolio with the launch of latest merchandise this summer time.

Final yr marked a major turning level for the corporate, with workplaces within the UK, New Zealand and Australia, when it introduced collectively the well-established automotive manufacturers Important Software program, THREE60 CRM, aura and AutoPlay to kind MGS.

Its CRM options embrace integration of knowledge administration, cleaning, lead aggregation, automated advertising, on-line service reserving, lead prioritisation and buyer expertise. 

Andy Donaldson, gross sales director, stated: “Wherever a buyer occurs to be within the buy journey or possession cycle, we are able to’t assume that one step will robotically result in one other. Clients at the moment are making extremely knowledgeable choices earlier than having direct contact with the dealership itself and we be certain that retailers are offering the suitable info to present them the boldness to take the following step. We offer retailers with full management of the shopper lifecycle from begin to end, delivering a linked CRM expertise.”

Working with greater than a 3rd of the UK’s franchised retailer community and 6 OEMs, MGS has the aptitude to combination knowledge from each DMS supplier in the marketplace. The corporate cemented its place as a number one automotive CRM skilled with the launch of its in style free MGS Well being Examine, shortlisted within the AM 2023 Awards ‘finest new services or products’ class.

In 2022, MGS undertook 115 Well being Checks overlaying 555 franchise places offering retailers with complete insights and personalised suggestions for optimising their efficiency.

“We assist retailers work smarter relatively than more durable,” defined advertising and perception director Heather Scutchings. “Our data-first method offers retailers the boldness to give attention to the actions that basically matter, delivering effectivity, eliminating wasted spend and driving higher outcomes alongside improved buyer expertise.”

The Well being Examine delivers such spectacular outcomes {that a} full knowledge cleanse is commissioned normally. Throughout the board, MGS has discovered that on common, retailers danger £60,000 of wasted alternative because of inaccurate knowledge. Greater than 1 / 4 (27%) of DMS MOT due dates are out by 30 days or extra vs DVSA and 17% of aftersales clients seen within the final three years now not personal the automobile.

Scutchings added: “Getting the information foundations proper is prime to the success of any CRM exercise. Sending service reserving reminders to individuals who now not personal the automobile is an entire waste of cash, while communications despatched on the fallacious time not solely frustrate the shopper however translate into missed alternatives and misplaced enterprise for the retailer.”

Lead Scoring

To drive efficiencies and allow retailers to deploy their groups’ focus way more well, MGS applies lead scoring algorithms to extend conversions. MGS 360 Name Supervisor identifies clients almost definitely to make a service reserving based mostly on earlier historical past, location to the dealership and a number of different variables. The influence of prioritisation boosts name conversion by as much as 70%.

Lead Supervisor, launching this summer time, will present comparable insights to gross sales groups. Lead Supervisor will combination inbound leads and measure buyer engagement with gross sales campaigns by means of web site monitoring offering a rating as a part of the method. As soon as the brink has been reached, it triggers an alert to gross sales executives prioritising the lead and prompting a follow-up.

Scutchings stated: “The software program permits the retailer to have interaction with the shoppers at precisely the suitable second to extend the chance of conversion. The system aggregates a number of sources of buyer historical past and behavioural knowledge to offer the gross sales government with as a lot info as attainable to make sure conversations are compelling and significant.”

Service plans

With its confirmed CRM pedigree within the aftersales area delivering a number of services and products equivalent to on-line service bookings along with its knowledge evaluation, MGS noticed a possibility to work with service plan supplier and long-term associate EMaC to understand ambitions to supply a service plan to each buyer of the retailers it helps.

Scutchings stated: “The rationale has been to supply service plans to automobile consumers and renew once they attain the tip of the settlement, however the method has been sporadic at finest. We’ll offer service plans to each buyer, robotically deploying personalised and well timed quotes at key buyer touchpoints in the course of the possession cycle.”

By way of this EMaC service plan integration, retail clients are robotically supplied with a tailor-made quote and personalised month-to-month fee plan with a one click on activation.This seamless method reduces boundaries to enroll and will increase service plan gross sales.


To make sure retail shoppers proceed to totally capitalise on MGS merchandise, a six-strong efficiency administration group liaise with finish customers regularly. The group offers insights and steerage so retailers could be assured they’re optimising all the things accessible within the in depth MGS toolkit.

Inevitably, GDPR is central to the MGS method and algorithms in its system have been developed to robotically talk with the shopper in response to their desire earlier than transferring onto further channels if there is no such thing as a response. Actually, MGS sees a noticeable leap in conversions by adopting this method.

Holdcroft Group

Household-owned retailers and AM award winners this yr Holdcroft Group, which represents manufacturers together with Volvo, MG, Hyundai, Mazda and Honda, all through the Midlands and the North-West, took benefit of the MGS Well being Examine and had been so impressed with the outcomes that the group commissioned a full knowledge cleanse. With its knowledge in the perfect attainable situation, Holdcroft had been assured in rolling out a mixture of CRM companies supplied by MGS.

Commenting on the outcomes of the Well being Examine, Kieran Nizzer, group advertising supervisor, stated: “Not solely did the report spotlight the areas with the largest alternatives, it additionally supplied clear and actionable suggestions to convey our knowledge to the following stage.

“Working in partnership with us and tailoring their method to suit our wants, MGS supplied the proper CRM answer, enabling us to take management of conversations and prioritise calls throughout the shopper journey.

“Their data-driven method offers us the boldness to take the suitable actions to drive effectivity and profitability, boosting reserving success and retention charges. MGS have had a robust optimistic influence on our enterprise, working alongside us as trusted companions to drive demonstrable ROI.”

Retailers are invited to e-book a free MGS Well being Examine or discover out extra about any of our companies by contacting enquiries@marquegroupsolutions.com or by calling 0330 808 1268.



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