Automotive Digital Marketing

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Knowing Your Phone Process and Your Customer's Experience

The Dealer Principle, Executive Staff and Department Managers are mired in daily tasks more than ever as our industry recovers---most have downsized dramatically in reaction to the recent struggles and find the leadership team is now required to do 150% or more of the duties they once did.

Concurrently, automotive Sales and Service customers have continued down the path of "Choosing" their providers from a safe distance. The internet remains the major "safety measure" customers choose for research, and the Phone is clearly the Number One tool used by ready to go customers to eliminate all but one or two of the dealerships they researched.

Today, one of the most critical processes to measure is the Phone. Is your team using the best practices and following your Customer Experience Mandates every day on every call? Are you losing customers for life to your competition as a result of the lack of vision of your Customer's Journey on the telephone?

Increased profitability and market share demand a clear vision of every arena in your Phone Process.

Call monitoring allows you to know what you have never known before....

  • What percentage of your profit center calls are even answered?
  • How many Voice Mails?
  • How many Callers hang up on hold?
  • What percentage of calls result in Appointments?
  • Which Employees are putting your profitability at risk?
  • What Ad Sources not only ring the phone, but set appointments that show and buy?

DP's, GM's and Team Leaders are inundated in the daily tasks of operation. More than ever before, Dealers need an objective and easy to access vision of arguably the most critical customer contact.

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Tags: BDC, CallRevu, call, center, contact, data, handling, information, leak, leaks, More…measurement, performance, phone, profit

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Comment by Chip King on March 12, 2012 at 3:23am

Thanks Rick- No question that the quality of the lead on the phone drives the appointment set percentage (once we solve the 26% that never reach an agent!). It is as important to "Train the Caller" as it is to train the Call Handler....

An "in market" caller that lives in your PMA, drives your most likely trade in, is in equity, and likely has a credit score sufficient to buy will set their own appointment once they are provided a compelling message or branding initiative. We see in bound sales call appointment sets as high as 73% for dealers that have a dedicated call center and a compelling, consistent marketing plan.

Comment by Rick Hilleary on March 11, 2012 at 7:59pm

Bravo Mr. King - good criteria to increase cost-effectiveness!  The flip side could be current data mining technology's abilities to enhance, pre-screen and verify leads (from all sources) in order to eliminate the 20% average waste, and to enable demographic targeting - thereby optimizing the likelihood of successful contact on the way to the mail or call center.  Combine both sides of this coin and you can maximize marketing ROI...

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