Introduction
When it comes to automotive aftersales customer follow-up in the UK, there's rarely a one-size-fits-all solution. I’ve had countless debates on the best approach—and while there’s no universal answer, there are smart considerations if you’re looking to evolve your dealership’s process, especially when resources are tight.
In today’s competitive UK automotive aftersales market, striking the right balance between automation and personal touch is key to maintaining customer satisfaction and driving loyalty. Let’s explore the pros and cons of three common car service follow-up methods—SMS, email and phone calls—so you can find the right mix for your business.
SMS Follow-Ups: Fast, Functional, and Ideal for Quick Service Updates
Most Dealer Management Systems (DMS) used by UK dealerships now offer SMS functionality, making it easy to send direct messages to customers. It’s a great way to keep things moving with minimal manual input.
Pros:
✅Quick and easy to send
✅Guaranteed delivery
✅Message tracking available
Cons:
❌Can feel impersonal
❌Often comes from an unknown number
❌Limited in branding and message length
SMS works well for booking reminders or collection notifications but may lack the finesse needed for meaningful customer feedback in aftersales.
Email Follow-Ups: Personalised, Trackable, and Scalable
In my experience, email follow-ups for UK car dealerships offer the best of both worlds—scalable automation and the opportunity for personalisation.
With a templated email that includes the customer’s name and registration in the subject line, it feels much more tailored. Add a feedback escalation route (like feedback@cxmsolutions.co.uk), and you’ve created a simple, effective loop for service recovery.
Set it up so that alerts are sent to your Front of House Manager, Aftersales Manager, and Head of Business to increase the chances of real-time issue resolution.
Pros:
✅Increases email capture rates
✅Easy and efficient once set up
✅Personalised messages from the Service Advisor
✅Provides an early chance to resolve issues before the Customer Satisfaction Survey (CSS)
Cons:
❌Honestly? It’s hard to find a downside when done right!
Phone Calls: Personal, Insightful, but Resource-Intensive
A phone call follow-up after a car service or repair adds a human touch and opens the door for honest feedback—especially when the call is made by someone other than the original advisor. This approach requires time, consistency and a well-managed resource.
You can choose between:
➡In-house follow-up (limited by advisor time and availability)
➡Outsourced calling (which comes with costs and potential scripting limitations)
Pros:
✅Feels personal and builds rapport
✅Independent callers may receive more honest feedback
✅Escalation routes can be built into the call process
Cons:
❌Outsourced calls can feel scripted and impersonal
❌Low answer rates—customers often ignore unknown numbers
❌Timing can be tricky
The Bottom Line: Tailoring Your Aftersales Process for UK Dealership Success
If your current aftercare or follow-up process is only reaching 50% of your customers (or less), it’s time to rethink your strategy.
Rather than chasing a “perfect” system, tailor your approach to your UK automotive aftersales business needs:
➡ Got a quiet hour on the showroom floor? That’s your follow-up resource.
➡ Do your Advisors want to retain their customer relationships? Let them send personalised emails with a clear feedback route.
➡ Need an independent voice in your feedback loop? Consider outsourcing some calls.
Remember — the most effective follow-up strategy is the one that gets done and delivers actionable insight for your aftersales team.
Need Help Improving Your Aftersales Communication Strategy?
At The One% Partnership, we specialise in helping UK car dealerships make small operational changes that deliver big results. Whether you’re looking to improve your customer satisfaction scores, increase retention or optimise your aftersales follow-up process, let’s talk.
John Leitch
Director,
CXM Solutions Ltd.
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