Role Overview
The After Sales Coach is responsible for driving dealership performance improvement through structured coaching, process assessment, and staff development across the after sales function. The role involves on-the-ground engagement with dealership teams to embed best practices, elevate customer satisfaction, and ensure consistent adherence to service processes and standards.
Key Responsibilities
Coaching & Training
Coach customer-facing after sales staff (Service Advisors, CRM teams, Delivery personnel) on soft skills, complaint handling, communication, and empathy.
Conduct live on-the-job (OJT) coaching sessions with real-time feedback and corrective guidance.
Deliver structured training programs for non-technical dealership staff including workshops and one-on-one sessions.
Support onboarding and induction of new dealership staff.
Process Implementation & Audits
Assess dealership after sales operations against defined SOPs and service standards.
Conduct structured process audits and upload findings to relevant portals/systems.
Perform gap analysis and develop actionable improvement plans aligned to dealership and OEM objectives.
Implement best practice processes within dealerships and monitor compliance.
Customer Experience
Map and evaluate key customer journey touchpoints — from vehicle drop-off to post-service follow-up.
Analyze CSI/NPS scores, VOC data, and customer complaint trends to identify service
gaps.
Drive experience enhancement initiatives — waiting lounge improvements,
personalised service, customer engagement events.
Performance Management & Reporting
Monitor, evaluate, and report on dealership progress against KPIs (labour productivity,
bay utilisation, service absorption, retention, repeat repairs, etc.).
Prepare and submit detailed performance reports to regional managers and OEM
stakeholders.
Identify additional business opportunities within the dealership network.
Experience
• 10-15 years of experience in the automotive after sales domain.
• Min 5 years of prior experience in dealership coaching, consulting, or process
implementation roles preferred.
• Background in workshop management, service head, or customer relations roles will be
an advantage.
• Exposure to multi-brand dealership environments is desirable.
Skills & Competencies
• Strong understanding of after sales workshop operations — service processes, parts
management, warranty, DMS/CRM tools.
• Proven ability to coach and influence without authority.
• Analytical mindset with ability to interpret CSI/NPS data and workshop KPIs.
• Excellent communication and presentation skills.
• Ability to manage multiple dealership assignments simultaneously across geographies.
• Proficiency in audit and assessment methodologies.
Qualifications
• Graduate in any discipline; Diploma/Degree in Automobile Engineering preferred.
• Certifications in training, coaching, or automotive service processes will be an added
advantage.
Other Requirements
• Willingness to travel extensively (pan India or within assigned region).
• Proficiency in English + regional language(s) preferred.
• Familiarity with OEM portals, DMS systems, and digital reporting tools.
Key Performance Indicators
• Dealership CSI/NPS score improvement.
• Audit scores and process compliance rates.
• Staff skill improvement post-training.
• Number of dealerships coached/assessed per cycle.
• Repeat repair and complaint reduction rates.
MSX International has been a trusted partner to leading automotive OEMs and mobility companies worldwide, providing strategic support to transform retail operations. With a strong foundation built on Dealer Performance Improvement, Repair Optimization, and Consumer Engagement, we empower businesses by integrating people, processes, and technology to drive measurable success. As the mobility industry undergoes rapid transformation, MSX International stands as a catalyst for innovation, equipping clients with cutting-edge tools and deep industry expertise to navigate evolving market dynamics. MSX International remains the go-to partner for leading automotive OEMs, offering innovative, research-driven strategies to elevate retail operations and accelerate business growth.