Getting More Out of Customers From Emails
Gary May presented at a conference at the Bellagio Hotel in Las Vegas from October 13th to 15th, 2013 on how dealerships can get more out of their customers. He discussed how the automotive and internet landscape has changed over the past 19 years with the rise of sites like AutoTrader and increased transparency online. May emphasized that dealerships need to focus on customer-centric communication, listening to customers' expectations and providing value. Dealerships also must use customer relationship management systems comprehensively and require follow up processes to improve the customer experience from initial contact through ownership. May stressed the importance of management buy-in, consistent branding, and process execution to fully integrate these changes.
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Getting More Out of Customers From Emails
- 1. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Email to Showroom: Getting More Out Of Your Customers Gary May Founder & President – IM@CS
- 2. Where Are We? Automotive Internet is 19 years old (1995 – ABTL/Edmunds/Ford) AutoTrader/Cars.com launched in 1997 “Smart” mobile has gone from roots in 2002 exploding in 2007 Near-complete transparency on vehicle pricing since 1999 Social media became mainstream around 2007 Broadband passed dial-up access in 2004 (2010 was 90%) Online review became relevant around 2007 34 hours of TV are watched per week (Sep 2013) 13 hours of Internet are used per week (Sep 2013) 3+ hours of social network use per day (average user - 2013)
- 3. It Starts With Communication Customer-centric • Engagement • Recognition • Expectations • Value, Advantage, Benefit • Commitment Internal • Process • Documentation • Improvement
- 4. Hurry Up And Wait Consumers expect more: • Listening • Answers • Honesty • Assistance • Support Your dealership must: • Use CRM comprehensively • Require a follow up process • Audit and review
- 5. Critical Points • • • • • • • Management-down philosophy Buy-in, education, reinforcement for all staff Consistent message, brand and experience throughout Complete immersion: Facility-Marketing-Follow Up Experience 3T Investment: Technology, Training, Touchpoint Franchise, community and value integration Process: no-fail execution at all times
- 6. Where Do We Go From Here? Website/Mobile – Chat – Phone – Search - Reviews Greeting – Expectations – Next Steps Welcome – Confirmation – Introduction Visit – Source – Walk – Drive – Pencil - Delivery Follow Up – Service – Referrals - Loyalty
- 9. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Thank You! Gary May Founder & President – IM@CS @imacsweb blog.imacsweb.com Please take a moment to rate my presentation at dses.com/survey