About Intuitive Dealer Tools
We built SMR iQ to solve the operational problems that hold aftersales teams back: inconsistent quoting, booking errors, disconnected customer journeys, and processes that rely too heavily on manual work. The result is a smarter platform that helps teams work more efficiently, gives customers greater confidence, and creates a stronger foundation for growth.
Beyond booking, SMR iQ gives businesses the tools to track sessions, save quotes for future follow-up, and gain valuable insight through powerful analytics. It is also built to integrate with wider dealership technology, including DMS platforms and AI-driven customer experiences, creating new opportunities to scale and improve aftersales performance.
Our Story
Our approach comes from seeing first-hand how frustrating traditional workshop booking can be, for both customers and the teams trying to support them. Too often, the process depends on phone calls, inconsistent information, and disconnected systems that make it harder to quote accurately and book confidently.
We believed there should be a better way. Not just a better online booking form, but a better end-to-end process for the whole business. That meant creating a platform that could support advisors, booking teams, workshops, websites, and integrated digital tools through one reliable and structured journey. That thinking shaped SMR iQ: a platform designed to help dealerships deliver accurate quoting, reliable bookings, better follow-up, and clearer operational insight, all while creating a smoother experience for customers and a more scalable process for the future.
Meet the Team
Richard Whitney – Operations Director
With a strong background in Computing and IT, and over 20 years of experience running an independent vehicle dealership with a busy workshop, Richard knows the industry inside and out. His expertise with Pinewood.AI DMS (formerly Pinnacle) spans across all modules, ensuring that our solutions integrate seamlessly with your existing systems. Outside of work, Richard is passionate about cooking (and eating), especially when firing up his wood oven in the garden. He also enjoys cycling through the countryside, taking in the fresh air and open roads.
Steve Ashdown – Technical Director
Steve is the driving force behind the technology at Intuitive Dealer Tools. With extensive experience in web application development, he leverages multiple solutions to ensure the booking experience is as smooth, efficient, and intuitive as possible for your customers. His expertise in crafting user-friendly interfaces guarantees a system that just works — no unnecessary complexity, just results. When not behind a keyboard Steve can usually be found either behind a camera or a steering wheel.
Our Commitment
We believe that technology should simplify, not complicate. That’s why our mission is to create intuitive, hassle-free solutions that empower workshops to operate more efficiently, while giving customers the seamless digital experience they expect.