Maintaining High Customer Experience Standards with Call Recording

MSL Motor Group

About MSL Motor Group

MSL Motor Group was founded by Stephen O’Flaherty who is widely celebrated as one of the great pioneers of modern Irish motoring. His grandson, who is also named Stephen O’Flaherty, is the Chairman of MSL Motor Group today.

The O’Flaherty family have a long history in the Irish motor industry and have been involved in manufacturing, distribution and retail operations since 1950. In June 1950, amidst the aftermath of World War II, Stephen O’Flaherty signed a deal that secured the rights to the Volkswagen franchise in Ireland and some three years later O’Flaherty secured the Volkswagen franchise for the UK which he subsequently sold to the Thomas Tilling Group in 1957. Perhaps Ireland’s place in Volkswagen history was most firmly established in 1950 when the first Volkswagen ever built outside Germany was assembled on Shelbourne Road, Ballsbridge, Dublin 4 (in the very premises where MSL Ballsbridge Motors operates today). The car itself is now proudly displayed at the Volkswagen Museum in Wolfsburg, Germany.

Throughout the fifties demand rose steadily and the business quickly outgrew the Shelbourne Road facility. In 1955 assembly was transferred to a new factory on the Naas Road, Dublin 12. Vehicle assembly continued on the Naas Road until the mid-1980s when the company became the last in Ireland to withdraw from production.

In 1954 Stephen O’Flaherty secured the Mercedes-Benz distribution rights for Ireland and Mercedes-Benz distribution is still run by the O’Flaherty family. Today the Naas Road facility remains the headquarters for both MSL Motor Group and Mercedes-Benz Ireland.

The Challenge

Maintaining high standards of customer service and support as well ensuring that sales and service opportunities are maximised are paramount to the success of the MSL. Customers ask a myriad of questions about used and new vehicles and these questions must be addressed in a way that enthuses them thereby attracting new purchases and retaining existing loyalties.

To that end MSL wanted to capture every customer experience by phone in order to identify and use examples of calls to ensure that their high standards are maintained going forward.

The Solution

The Vidicode Apresa Call Recording Solution allows recorded calls to be stored onsite for as long as we wish, enabling us to evaluate these when needed.

The extensive search functionality makes it very easy for us to identify the calls we want quickly and efficiently. Not only can we identify inbound and outbound calls but also the customer phone number, time, date, and duration and in addition colour mark and add notes to valuable calls during or after they occur. This is a real bonus when identifying good calls for training purposes. The Apresa is a system that we know has many additional features that will help future proof it as our business moves into the next decade and beyond.

Key Benefits of the Vidicode UK Apresa recording solution

1. Easy recording user interface for search and playback
2. Simplifies training and staff appraisals
3. Improves customer service and client experience
4. Cost effective and flexible

Vidicode UK says:

It’s been a pleasure working with MSL Motor Group, a car dealership with a long family history. Paramount to MSL’s success is its ability to offer high standards of customer service whilst maximising its sales and service opportunities.

Our solutions for similar companies in the automotive industry can be enhanced with conversational intelligence through our Voice Crunch AI solution which identifies key buying signals through word and phrase spotting. Along with Call Quality Scoring these features can also help gamify the sales force.

Clients we work with

Travel Up

Since its inception in 2004, TravelUp has aimed to make worldwide travel effortless for its customers. With so many options for a customer, its bespoke deal finder technology searches masses of different suppliers simultaneously. It quickly returns all the best available deals for flights, hotels or full... Full Case Study

Based in Huddersfield and proud of their Yorkshire heritage TLF Research boast a proven track record of improving the customer experience, satisfaction, and loyalty of their client’s companies through the design and running of customer research programmes. As a full-service agency TLF has assisted customers including Visa, Calor, Co-op and Saint... Full Case Study


Over the last 20 years, SoloProtect has innovated and evolved to provide an industry-leading lone worker safety solution that is used by thousands of people across the world. SoloProtect work with public, private, and charity sector organisations that employ large numbers of staff who work alone, are community-based, or are required... Full Case Study

As one of Shropshire’s biggest and longest established Motor Dealerships Budgen Motors prides itself on giving excellent service to all its customers. Budgen has been in Shropshire for 40 years and it is still family run today. Originally started by Tommy Budgen in the 70s, Budgen was taken over by the late... Full Case Study

MSL Motor Group was founded by Stephen O’Flaherty who is widely celebrated as one of the great pioneers of modern Irish motoring. His grandson, who is also named Stephen O’Flaherty, is the Chairman of MSL Motor Group today. The O’Flaherty family have a long history in the Irish motor industry and have... Full Case Study

When Infinity Group, one of the UK’s largest IT and Telephony providers were tasked by Right to Health, to find a reliable, user friendly call recording platform that met FCA* compliance standards they turned to Vidicode UK and call recording expert Everton Stuart. Right to Health, founded in 2001, specialise in finding... Full Case Study

DF Markets (Delta Financial Markets Ltd.) is a Forex, CFD and Financial Spread Betting provider established and located in Canary Wharf, London. The company is regulated by the Financial Conduct Authority (FCA register number 534027). The protection of client funds is provided by the Financial Services Compensation Scheme (FSCS). DF Markets offers... Full Case Study

Founded in 1986 by John Mills and now a global operation, JML was once a small family company that developed through consumer exhibitions with exciting live demonstrations of innovative products. Over the last two decades we’ve grown into a household name, one of the nation’s favourite brands and a world leader... Full Case Study

The company was founded in 2003, but in 2007, with the arrival of the new shareholder, we dedicated particular resources and energy to the Investment Management business, focusing on the search for good results and outperformance of the benchmark indices. Our team’s best management skills lie in UCITS Funds and Alternative... Full Case Study