Castrol leads the digital transformation of the automotive industry with its "Digital Coaching" program. With this visionary value package specially prepared for automotive authorized services, Castrol aims to develop its business together by providing “beyond oil” service to its business partners who prefer it.
“Yıldız Dealers”, who received the highest score according to the success criteria determined within the scope of the Digital Coaching program and selected among the authorized services that adapt to digitalization, provide a significant increase in the monthly service appointments they receive through digital communication channels and in the sales of cars and accessories.
Reshaping the future and digital communication, which plays a determining role in brands' contacts with their customers, makes transformation inevitable in the automotive industry. In the Digital Coaching Project prepared by Castrol for its customers, it is aimed to provide a vision of digitalization to automotive authorized services, of which it is a mineral oil business partner, to inspire and support them to grow their business by achieving concrete results. In this context, the program created for the automotive authorized services of Castrol's business partners is specially designed for each dealer. Actions prepared in accordance with the digital communication needs of automotive authorized services of different brands that prefer Castrol as their lubricant partner proceed almost with “tailor-made” consultancy service.
Within the scope of the Castrol “Digital Coaching” program, a training on “Awareness in Digital Communication” is given. Then, with the preliminary meetings held with digital coach Uğur Tuncel, authorized services are supported to prepare a digital communication strategy. Digital coaches and authorized service teams, who come together at regular intervals, follow up the strategy. In this way, it is aimed to increase the digital score of the Castrol partner participating in the program by fulfilling the strategic actions at the end of the program. As a result of the Digital Coaching Program, automotive retailers selected as “Star Dealers” with the authorized service reflecting the determined actions to their business, enjoy the satisfaction of reaching customers in a wide portfolio ranging from traditional to digital and increasing their business volume.
Since it started its Digital Coaching program in 2019, Castrol has included more than 20 authorized service partners from different brands across Turkey in the program; helped the automotive dealers in this program to double the average number of followers in their social media accounts and the number of visitors to their web pages. Among those who are included in the Digital Coaching program and regularly follow the actions determined by the Digital Coach, the dealers who collect an average of 500 customer requests per month through digital channels, make 30 authorized service appointments per month and sell 16 vehicles in three months show the success of the program.
Castrol Turkey, Ukraine and Central Asia Director Ayhan Köksal: “We aim to realize the digital transformation of our business partners who prefer Castrol together. we are very happy. The success of this program, which we have been knitting step by step for two years, is in a sense proven both by the value added to the businesses of more than 20 customers, of which we are mineral oil business partners in Turkey, and by the program's taking Castrol as an example in other countries' markets. It will create common value for our customers with mutual trust; We will continue our determined and continuous cooperation ”.