Proinsight Drives Customer Experience Success with Motorpoint

In the fast-paced world of automotive retail, delivering an exceptional customer experience is paramount. Motorpoint, the UK’s leading independent retailer of nearly new and used cars, recognised the importance of understanding and enhancing their customer interactions. 

In a recent deep dive with Edem Ankutse, Customer Experience Manager at Motorpoint, we took a look into their experience with mystery shopping and the valuable insights gained through their partnership with Proinsight. 

Benchmarking Performance in a Changing Landscape 

Motorpoint, like many businesses, underwent significant changes in recent years, from opening new stores to adapting to evolving car-buying habits. To benchmark their current performance against pre-pandemic standards, Motorpoint reinitiated their mystery shopping program with Proinsight in 2023. 

“When wanting to restart our mystery shop program in 2023, we looked at different suppliers but ultimately decided that our previous experience with Proinsight had been so positive that it made sense to continue our work with them.” 

Having access to centralized data through the portal, has enabled Motorpoint to identify trends and areas for improvement. This, she explained; “has been crucial in navigating the complexities of a rapidly changing automotive landscape.” 

Real-time Impact on Sales Process and Customer Interactions 

The omnichannel nature of car buying makes it essential for retailers to monitor and optimize the in-store experience. Mystery shopping with Proinsight allowed Motorpoint to evaluate each store’s performance monthly, providing real-time insights into the impact of additional training and support. 

“Having the information to hand means regional and store management are able to deliver targeted training and remind the team of the importance of test driving in the car-buying journey. It’s only been a few months, but we are already seeing a positive uptick in the number of test drives being carried out at all our 20 stores.” 

An unexpected benefit was the outstanding support offered by the Proinsight team. Beyond addressing operational challenges, they actively worked to ensure Motorpoint maximized the potential of their mystery shops. The positive experience with Proinsight influenced Motorpoint’s decision to continue their partnership, underscoring the importance of a supportive and collaborative relationship. 

“Something that has really stood out is the support offered by the Proinsight team. They’re not only on hand to support with any operational challenges but also work really had to ensure we are getting the most out of our mystery shops.” 

Test Drive Success 

During the pandemic, changes in consumer behaviour led to a decline in test drives. Motorpoint, recognizing the pivotal role of test drives in the car-buying journey, collaborated with Proinsight to incorporate this aspect into the mystery shopping program. Insights gathered allowed targeted training and reinforcement of the importance of test drives, leading to a notable increase in test drives across all 20 Motorpoint stores. 

Maximizing the Mystery Shop: Insights and Advice 

Edem Ankutse shared valuable advice for other car dealerships considering a mystery shopping program. Regularity is key, as monthly mystery shops allowed Motorpoint to quickly adjust requirements and gain new insights. Collaborating closely with Proinsight, they refined the mystery shopping process in a matter of months. 

“For example, we found that it took us a few attempts to collate the information we needed from the test-drive section. We were able to work closely with the team at Proinsight to determine exactly what we wanted to know about the experience for customers. 

With this information, the team helped us with the wording and specific instructions we were giving to ensure the insights we were getting back were as valuable as possible. This whole process took less than three months because we were running the mystery shops so regularly.” 

Audio recordings, an additional feature, proved invaluable for providing context to feedback and acted as a powerful training tool. This enhancement enabled Motorpoint to showcase examples of outstanding customer service across their business. 

In conclusion, Motorpoint’s mystery shopping journey with Proinsight showcases the tangible benefits of regular evaluations, collaborative partnerships, and the strategic integration of insights into dealership practices. As the automotive industry continues to evolve, Motorpoint remains committed to providing a hassle-free car-buying experience, and mystery shopping has proven to be a valuable tool in achieving this goal.