Improving customer care with our motorcycle warranty products.

Established in 1988, Fins Motorcycles is a leading motorcycle and scooter dealership based in Redhill, Surrey. They retail in excess of 400 quality machines between two and fifteen years old per annum, and include a three month, 5 star WMS motorcycle warranty and recovery package with each model outside the manufacturer’s warranty.

Fins Motorcycles provide a complete range of motorcycle support including sales, repairs, MOT / servicing, parts and accessories across all of the major brand names. Boasting an enviable reputation, the dealership offers a prestigious customer care and aftersales platform to ensure that their buyers receive the highest levels of service at each stage of ownership.

What were your objectives?

As a dealership committed to excellence, we wanted our warranty offering to reflect our operation so the cover and service had to be exceptional quality. We go out of our way to look after our customers, from the extensive preparation carried out on each model, to arranging for them to be recovered if they break down and ordering replacement parts. All of our staff are passionate motorcyclists themselves and reputation is everything to us, especially in such a tight-knit community. We’ve used your highest levels of cover for the last 10 years and have never had any major issues. Providing an excellent service to our customers is the number one priority.

Why did you choose the WMS Group?

We wanted to offer a written warranty instead of an own guarantee as it’s much more professional, and your products provided the greatest coverage. We are always honest with our customers and pride ourselves on delivering a prompt service at all times – downtime must be kept to a minimum and that’s where the WMS Group come into their own. For us to be able to handle the repairs not only ensures that customers will be looked after, but we usually receive payment within a couple of days too which is great for our cash flow.

What was your strategy?

We sell a lot of machines over the telephone and one of the first questions we are often asked is what sort of warranty it comes with. Customers are always impressed when we tell them it covers all mechanical and electrical items plus paintwork, exhaust and corrosion. We don’t actively upsell on any product we offer though because we don’t want to detract too much from the vehicle. Additionally our sales people don’t receive commission or bonuses either so they have no financial incentive, which we believe is a much fairer way to do business and keep our customers’ interests at the heart.

What improvements could the WMS Group make?

Occasionally there is a little delay between the policies being picked up by our account manager and going live on your system, but I think that’s more to do with the Royal Mail. We see our account manager every week and he is a credit to your company, always going above and beyond. I don’t believe there are any improvements you could make and we have always received fantastic service.

What are your objectives for 2015?

To continue doing what we do best – providing a personal service, helpful advice and sensible pricing structure. Our buyers leave the showroom delighted in the fact that they have not only bought a quality model which has been rigorously inspected, but should something go wrong, they have the peace of mind that yourunderwoods_headshot products bring.

Any advice for other dealers when choosing a warranty provider?

Extended warranties shouldn’t be used as a safety net for pre-existing faults. If dealers don’t take advantage, do their utmost to ensure stock is mechanically / cosmetically sound, and are prepared to offer the best cover for the age and mileage, then it will pay dividends. We always recommend you to other equally passionate dealers.

Fin Reynolds is the founder and Dealer Principal of Fins Motorcycles, responsible for overseeing all aspects of the dealership. For more information visit www.finsmotorcycles.co.uk.
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