Customer Retention Specialist
Job Purpose
The Customer Retention Specialist plays a vital role in maintaining and strengthening relationships with our existing customer base. The primary objective of this role is to maximise customer retention across both our Sales and Aftersales departments by proactively engaging with customers, identifying opportunities, and generating appointments that lead to increased service bookings, MOTs, vehicle upgrades and long-term customer loyalty.
This role is focused on creating opportunities rather than closing sales. Where a customer expresses an interest in purchasing or upgrading their vehicle, the opportunity will be seamlessly handed over to a Sales Executive to complete the sales process.
Key Responsibilities
Aftersales Retention
- Proactively contact existing customers using our CRM database to:
- Book vehicle services.
- Book MOT appointments.
- Promote manufacturer service plans and seasonal offers where appropriate.
- Re-engage customers who have not visited the dealership recently.
- Encourage customers to continue servicing their vehicles within our dealership.
- Ensure customer records and contact details are kept accurate and up to date.
- Follow up missed appointments where appropriate.
Sales Opportunity Generation
- Contact prospective customers who have submitted enquiries via our website, manufacturer websites or other digital platforms.
- Qualify customer interest through friendly, professional conversations.
- Arrange appointments for interested customers with the Sales Team.
- Contact previous vehicle purchasers to discuss:
- Potential vehicle upgrades.
- End-of-finance opportunities.
- New model launches.
- Manufacturer offers and promotions.
- Maintain regular contact with customers approaching replacement cycles.
CRM Management
- Effectively utilise the dealership CRM system to:
- Manage customer follow-up activity.
- Record conversations and outcomes.
- Schedule future contact.
- Maintain accurate customer information.
- Ensure all customer interactions are recorded in accordance with dealership processes.
Customer Experience
- Deliver a professional, friendly and personalised experience on every customer interaction.
- Build long-term customer relationships that encourage repeat business.
- Act as an ambassador for the dealership and the MG brand.
- Resolve basic customer queries or direct them to the appropriate department.
Performance Measures (KPIs)
Success within this role will be measured through:
- Service appointments booked.
- MOT appointments booked.
- Workshop retention rate.
- Sales appointments generated.
- Qualified sales leads passed to Sales Executives.
- Vehicle sales resulting from generated opportunities.
- Customer contact activity.
- CRM completion and data quality.
- Customer satisfaction.
Skills & Experience
Essential
- Excellent communication and telephone skills.
- Friendly, confident and professional manner.
- Strong organisational skills.
- Good IT literacy.
- Ability to build rapport quickly.
- Self-motivated with excellent time management.
- Positive and resilient attitude.
Desirable but not essential
- Previous experience within the motor industry.
- Experience using a CRM system.
- Experience in customer service, telesales or appointment setting.
- Understanding of vehicle servicing and MOT requirements.
Personal Attributes
The successful candidate will be:
- Customer focused.
- Target driven.
- Enthusiastic and energetic.
- Professional at all times.
- Able to work independently and as part of a team.
- Passionate about delivering exceptional customer service.
Working Relationships
The Customer Retention Specialist will work closely with:
- Sales Executives
- Sales Managers
- Service Advisors
- Service Manager
- General Manager
to ensure every opportunity is maximised and customers receive a seamless experience.
Commission & Incentives
This role includes a performance-based incentive scheme.
- Opportunities generated that result in a completed vehicle sale will attract an introductory commission payment.
- Additional performance incentives may be available based on workshop booking targets, customer retention objectives and overall departmental performance.
The bonus scheme will be communicated separately and reviewed periodically.