Client Overview
Motus, one of Southern Africa’s largest and most diverse automotive retail groups, operates a wide range of brand dealerships across the country. With such an extensive network, the group wanted to ensure a consistent, high-quality customer experience at every touchpoint, from first call to final handshake. To achieve this, Motus engaged MRM Support to conduct a qualitative “dipstick” mystery shopping study across multiple dealerships and brands, assessing both in-person and digital customer journeys.
The Challenge
Motus faced the challenge of maintaining consistent service standards across a vast dealer network that spans multiple brands, geographies, and customer types. Variations in product knowledge, engagement levels, and responsiveness were impacting customer perceptions. Without a clear, comparable measure of frontline performance, it was difficult to identify where training and operational changes would have the most impact.
Our Solution
We designed and delivered a tailored mystery shopping programme covering in-branch visits, phone calls, and website enquiries across multiple Motus brands, including Audi, VW Lindsay Saker, Ford, Mercedes-Benz and Stellantis.
Our approach included:
- Scenario-Based Mystery Shops: Customised enquiry scenarios — such as trade-ins, first-time buyer queries, and budget-specific searches — to replicate real customer needs
- Multi-Channel Evaluation: Assessment of in-person visits, telephone interactions, and web-based leads to ensure service consistency across all touchpoints
- Detailed CX Metrics: Measurement of initial greeting, attentiveness, product knowledge, Engagement, follow-up, and overall dealership environment.
- Actionable Brand Insights: Identification of best-performing dealerships and common improvement areas, including vehicle readiness and proactive offering of test drives.
The Outcome
The study revealed high overall service quality, with certain standout performances. These dealerships consistently demonstrated prompt assistance, comprehensive product knowledge and proactive engagement — setting the benchmark for the group.
By delivering clear, branch-specific feedback and actionable recommendations, MRM Support enabled Motus to target training and operational improvements where they would have the most impact, strengthening the customer experience across the group’s entire dealer network.
