After-Sales Campaign Effectiveness Assessment
A confidential telephone-based assessment programme evaluating whether a national after-sales campaign was reaching customers at the point of enquiry. Using our Customer Journey Intelligence methodology, BTX Insights conducted structured, scenario-driven telephone assessments across participating dealerships to measure awareness, accuracy and advisory quality.
Business Challenge
Evaluate how consistently dealership teams communicated an after-sales marketing campaign during customer telephone enquiries. This engagement was conducted through telephone-based customer journey assessments.
BTX Methodology
- Telephone Mystery Shopping
- Campaign Awareness Assessment
- Staff Knowledge Evaluation
- Customer Advisory Assessment
- Brand Consistency Review
Assessment Scope
- Structured telephone enquiry scenarios across participating dealerships
- Campaign awareness and accuracy of information provided
- Staff knowledge of eligibility, pricing and campaign terms
- Quality of customer advice and next-step guidance
- Brand tone and consistency of communication
Key Findings
- Campaign awareness varied significantly between dealerships and between individuals within the same site.
- Where the campaign was mentioned, the detail provided was often incomplete or inconsistent with published terms.
- Proactive next-step guidance — booking or callback — was offered in only a minority of calls.
- Brand tone was strong overall; the gap was campaign knowledge, not customer handling.
Business Impact
- Quantified the proportion of enquiries where campaign investment was not being converted into conversation.
- Provided a clear briefing and training priority list for the network.
- Established a baseline for measuring future campaign execution.
Measured campaign execution and communication consistency, identifying opportunities to improve customer guidance and campaign effectiveness.
Services Delivered
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