Case study online automotive

Running an e/commerce site for automotive spares is a highly competitive business. Companies operating in this sector receive thousands of enquiries on a daily basis and if they want to be successful, they must have the facilities in place to be able to respond to customer requirements quickly and provide good customer care.
Online Automotive, a leading supplier of standard and specialist components, understands the importance of good customer service and has taken the decision to incorporate SMS into its overall enquiry management process to further improve their customers’ overall purchasing experience.

After carrying out some initial market research, Online Automotive decided to integrate the email to SMS service into the company’s order management system and Terry Dorney, Managing director of the company explains the reasons why:

“First and foremost it offers value for money, an important factor if you are involved in the automotive industry.

In addition, the service is really easy to use and by following simple guidelines on maximum message length we have been able to incorporate SMS as an alternative communications method without creating additional work for our busy customer services department.”

The email to SMS service integrates seamlessly with Online Automotive’s email system and all messages are sent and received using Microsoft Outlook.
Providing information to customers via SMS as well as email has greatly improved the company’s order conversion rates because they are no longer reliant on their customers having access to email to receive information about their enquiry.

Terry continues “Most people carry a mobile phone at all times so they get our messages straight away, even if they are out and about. If the customer is happy with our quote, they can place an order simply by replying to the message or calling telephone number embedded in the message if they require additional information.”

All messages are created in Microsoft Outlook. By including the customer’s mobile number followed by in the “To” field of the email as well as their normal email address, the message can be sent via email and SMS simultaneously. The software converts the email into an SMS format and forwards the message to the mobile number provided in the message.
Not only has the email to SMS service improved the customer’s overall purchasing experience, it has also given customer services staff the ability to manage email and text messages from a single application.

In addition, all SMS replies are delivered directly to the original sender and not a centralised email inbox, so orders can be processed straight away and staff can begin to build a rapport with customers.

The email to SMS service supports multiple users at no extra cost, making it an ideal tool for busy customer service departments.
In the future Online Automotive is planning to fully automate its order processing system and SMS will form an integral part of the new order management process.


Slepe Communications Ltd is a dynamic, growing company based in Cambridge UK. Its staff have many years’ experience in the Internet and telecommunications industries, and are experts in designing, building and operating mobile Internet applications based on text messaging, web and Wi-Fi technologies.
The company is a member of the Mobile Data Association.

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