Postal troubles prompt dealers to make long term switch to text and e-mail

28 December 2007

 

Postal strikes during late 2007 and the slow seasonal post saw a major shift among dealers to using texting and e-mailing as their main methods of communication with customers.

 

Dealer management systems specialist Pinewood says that although SMS and e-mail facilities have been available in DMS software such as their own system Pinnacle for some time, their use has often been limited.

 

Managing director Neville Briggs explained: "We have received feedback from dealers on this subject in recent months, largely as a result of the postal strikes.

 

"When the post was unavailable for communicating with customers, many of our customers looked at the alternative communications methods Pinnacle was able to provide for them and the SMS and e-mail facilities provided the fastest solution."

 

Briggs said that dealerships have been using SMS and e-mail within their DMS for some time but that their use has been limited to certain specific areas.

 

He explained: "There has been a general feeling that texting was fine for individual service reminders, for example, but not for an invitation to a new vehicle launch at a dealership.

 

"It was not until the postal strike that many of our dealers recognised the real benefits of our SMS mail shot feature.  We had customer sites that had organised showroom events but the letters were sitting awaiting collection.  The SMS mail shot came to the rescue and customers could be contacted.

 

Briggs added that it was not just the convenience of SMS that made it a good option for dealers, the cost arguments were also convincing.

 

He explained: "An SMS only costs 10p to send while postage on even a 2nd class letter is 24p. That is a saving of 14p per letter. In a run of 1,000 letters that is a saving of £140.00 per customer mailing.

 

"And, of course, that is just the immediate cost. By adding factors such as the ease of sending out an SMS mail shot, the saving in administration and hours spent printing and stuffing envelopes, it can be multiplied several times over.

 

"Certainly, we now have dealers who are using SMS and e-mail almost exclusively as their means of customer communication which is something we believe will become increasingly widespread."

 

 

For further details please contact Simon Wells at
Paperchase Public Relations on 01283 711311
or e-mail simon@paperchasepr.co.uk