Automated, But Never Impersonal: Rossetts Commercials and optimAIze® engage

Selling a vehicle is one moment. Keeping that customer coming back for servicing, renewals and their next purchase is a whole journey, and it's made up of dozens of small conversations.

The trouble is, those conversations are easy to lose. A follow-up call slips after a busy delivery day. A service reminder goes out late, or not at all. A seasonal check-up offer never quite makes it off the to-do list. None of it is anyone's fault; there are only so many hours in the day.

So how do you keep in regular, personal contact with every customer without piling more work onto your Sales and Aftersales teams? Rossetts Commercials has found an answer.

Meet Rossetts Commercials

Rossetts Commercials is the Mercedes-Benz commercial vehicle dealer for Sussex and Surrey, with sites including Worthing, Crawley, Eastbourne and Aldershot. Their customers are businesses that rely on their vans and trucks every single day, so staying in touch and keeping those vehicles on the road really matters.

They use optimAIze® engage across both Sales and Aftersales. As Katie at Rossetts puts it, ELLA has become “a valuable part of how we communicate with customers.”

A touchpoint at every stage of the journey

What stands out about Rossetts is how much of the customer journey they cover. optimAIze® engage isn't a one-off campaign tool for them; it's woven into the whole journey, from first enquiry right through to the workshop.

In Sales

• Prospecting for events and offers. Outbound campaigns invite the right customers to events and special offers, so the showroom stays busy.
• A 48-hour check on new enquiries. Every inbound lead gets a follow-up at 48 hours to make sure it's being handled, so no enquiry quietly goes cold.
• Re-engaging lost opportunities. Customers who drifted away get a friendly nudge, giving the team a second chance at a sale.
• After delivery. A check-in once the customer has their new vehicle asks how the experience went, keeping that first impression going after they drive away.

In Aftersales

• Service plans. Timely messages introduce service plans to the customers most likely to benefit, turning a one-off sale into a longer relationship.
• Service reminders. Customers are reminded when their vehicle is due, which keeps them on the road and keeps the workshop full.
• Seasonal service messages. From winter checks to summer readiness, these keep Rossetts front of mind between visits.

Each one is small on its own. Together, they add up to a customer who feels looked after from their very first enquiry to the day they're ready for their next vehicle.

Automated, but still personal

There's a common worry that automation makes communication feel robotic. Rossetts' experience shows it doesn't have to.

For Katie and the team, flexibility and ease of use are the big wins. They can set up a campaign quickly, choose exactly who it goes to, and time it so it lands when it's most useful. Once it's live, the automation handles the ongoing conversation.

Crucially, people stay in the loop. When a customer replies, the team gets a notification and can pick it up straight away. In Katie's words, responses are “easy for our teams to monitor and action, ensuring enquiries and opportunities aren't missed.”

That's the balance optimAIze® engage is built for. The AI takes care of the routine, and your team steps in when a real conversation needs a human touch.

More contact, not more workload

For Rossetts, the result is simple: regular, personalised contact with customers, without adding to the team's workload.

The difference shows up clearly in their service reminders. When Rossetts sent them through their previous automated email platform, open rates had dropped to just 5%. With optimAIze® engage, they're seeing open rates of 80%. That's sixteen times as many customers reading their reminder, and far more chances to get a booking in the diary.

In other words, every follow-up, reminder and seasonal message is a chance to keep a customer. optimAIze® engage makes sure those chances aren't missed.

Katie sums it up best:

“For any dealership looking to improve customer engagement while making better use of its team's time, I'd certainly recommend ELLA.”

Ready to build a better customer journey?

A great customer journey isn't about one big moment. It's about showing up at the right time, again, in a way that feels personal. Rossetts Commercials is proof that automation can help you do exactly that, while your team focuses on the conversations that matter most.