The Campaigns report is used to provide users with analysis of the success of Aftersales
Campaigns. Once the campaign has been created within the system parameters, it is displayed
to Service Reception team members when a service booking is being either created or
amended. The script entered is displayed to prompt conversation with the customer; a booking
is then either completed for the campaign or declined if the work is not required by the customer.
For this reason, the Campaign Report is split into two separate sections – one containing the
details of successful campaign bookings, the other containing details of the reasons customers
are giving for declining the campaign offer.
When this report is accessed, the screen below is displayed – with the ‘Campaign Bookings’ tab
displayed as a default.
The level for the report to be run within the Company Structure (i.e. an individual branch or
department, or the company as a whole) can be selected subject to sufficient user access being
held by the user creating the report. If required, the ‘Booked By’ box can be used to assess the
successes or failure of individual team members. Finally, a date range must be specified. Once
these fields have been completed, select the “Generate” option to produce the report within the
lower section of the screen.
The report displays each campaign that is currently open on the system, along with values for the number of successful bookings taken between the date range specified, for the Week to
Date, Month to Date and finally Year to Date.
Removing the default tick from the “Exclude Zero Values from Date Range” box, will display all of
the additional Campaigns outside of the date range where the Campaign value is Zero.
The “Print” option at the bottom of the screen can be used to print the report, whilst the “Export
Report” option offers the user the opportunity to download the report into Excel for further
manipulation.
The ‘Campaign Declines’ tab is designed to show the opposite scenario – each time a customer
refuses a campaign offer, this information is entered into the system by the user completing the
workshop booking, and can be reported on here. The report is generated in the same way as
the ‘Campaign Bookings’ report – via selection of a level of Company Structure, a user if
required, and a date range.
The report displays a breakdown of the different campaigns that have been declined by
customers, along with a breakdown of the number of declines during the Date Range specified,
for the Week To Date, Month To Date and finally for the Year To Date.
By double clicking on the line for the campaign, the screen below is displayed, showing the Objection Reasons given by customers when the campaign offer was declined. In this way, objections to campaigns can be understood – allowing the dealership to adjust the campaign offer to reduce the number of customers declining the offer and thus making it a more attractive proposition.
The final level of drill-down can be achieved by clicking on the line for the Objection Reason –
the details of the customers who gave this reason for not wishing to take advantage of the
campaign offer are then displayed. In this way, customers can easily be re-contacted if required
once the campaign offer has been adjusted.