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“Workshop Window” video service provides transparency in servicing

Developed by CitNOW, the service provides customers with technician videos outlining “red” work – repairs that need to be carried out as a priority. Videos are emailed to customers, with Ridgeway also sending “green” versions, which let customers know when their car has passed the test with a clean bill of health and no work is required

The dealership, which runs aftersales functions comprising 24 service departments, two bodyshops, three PDI Centres and two trade parts distribution centres, across Oxfordshire, Berkshire, Hampshire, West Sussex, Wiltshire and Dorset, generates around 6,200 videos every month and says it’s seen a significant boost in both revenues and customer loyalty since introducing the service.

Group after sales director Richard Spencer said: ‘It’s not just about revenue. 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.’

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.