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Ridgeway uses Citnow to improve transparency in servicing

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Ridgeway has increased red work conversion by almost a quarter (23%) since it launched its ‘Workshop Window’ video service for aftersales customers a year ago.

Developed by Citnow, Ridgeway’s Workshop Window generates an average of 6,200 videos every month, with real-time reporting on how each impacts the business.

However, for group aftersales director Richard Spencer, Workshop Window is not just an additional way to increase revenue streams; it is an important means of building trust, transparency and loyalty with customers of the business.

Ridgeway emails health check ‘Citnows’ to its customers to explain work that is required on vehicles, but also sends ‘green’ versions, which let customers know when their car has passed the test with a clean bill of health and no work is required.

“It’s not just about revenue,” Spencer explains. “We just want to be honest with our customers.

“There is a perception among consumers that the retail franchised network is only out to rip them off, so we use Workshop Window to be as transparent as possible.

“Customer retention is hugely important so we send our ‘green’ Citnows to customers simply to say that there is no problem with their vehicle and thank them for their business.

“I now get a dozen emails a week from customers saying thank you for the information and the cutting-edge way in which it is delivered. It really builds trust with our customers.”

Ridgeway’s Citnows feature a 40-second pre-roll which provides clear and professional sign posting for customers and is attached to every technician video, further boosting conversion rates.

Moreover, the production of Citnows is both efficient for the technicians making the videos - taking little more than a minute to produce on average - and easy to use for the customer.

Citnow automatically packages a single video on a single page and integrates parts and labour cost information in the same place.

Ridgeway’s aftersales functions comprise 24 service departments, two bodyshops, three PDI Centres and two trade parts distribution centres, across Oxfordshire, Berkshire, Hampshire, West Sussex, Wiltshire and Dorset.

Citnow CEO Alistair Horsburgh said: “By providing a scalable and tailored service, we can meet the individual needs of any client.

“The results Ridgeway has seen in the space of 12 months just goes to show the impact that an intuitive service, done the right way, has on revenue and customer loyalty.”

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