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Winning The Customer With a Great Experience

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In this presentation, originally put together for DSES 2013, Jeff Kershner and Ryan Leslie discuss and review several key elements around providing a stellar online and offline customer experience …

In this presentation, originally put together for DSES 2013, Jeff Kershner and Ryan Leslie discuss and review several key elements around providing a stellar online and offline customer experience with your dealership.

From managing and obtaining online customer reviews to leveraging mobile technology to engage your potential customers on the showroom floor, while helping to prevent showrooming.

Each highlighted experience that Jeff and Ryan focus on in this presentation has a very influential and direct impact on your dealers business.

Published in Automotive , Technology , Business
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  • We have entered the brave new digital world - DIGITAL
  • We have entered the brave new digital world - DIGITAL
  • We have entered the brave new digital world - DIGITAL
  • Most times when we think of mobile we think or have been taught to think “mobile as it relates to mobile websites and mobile apps” But I want to focus on what I believe is the most important aspect of mobile and that’s COMMUNICATION!
  • Major forms of Mobile communication include text, email and of course call.
  • I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
  • I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
  • I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different. When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
  • Email isnt dead!! It has and will continue to adapt.
  • Instead we are still sending out crap like this – typically from a CRM WYSIWYG that isn't equipped to handle this. Knowing that 50% of emails are being read on a mobile phone and this is what it looks like – we even send it?
  • I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
  • Involve and engage your customer with technology. Get their mobile device out of their hands and get your mobile device in their hands. Talk about carstory – and the advantage it has to help combat showrooming
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer. The days of “breaking them down” by leaving them alone to talk to your manager for extended periods of time are over
  • Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.

Transcript

  • 1. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Winning The Customer With a Great Experience Jeff Kershner – Founder, DealerRefresh VP of Experience & Strategy, HookLogic t: @dealerrefresh w: dealerrefresh.com Ryan Leslie – Director of Dealer Experience, DealerRater.com t: @jtleslie
  • 2. Agenda • • • • 200 “Real” Reviews in 200 days “Mobile” means more than your website Avoid consumers “showrooming” your ass “Showrooming” isn’t always bad news
  • 3. 200 “Real” Reviews in 200 Days We all know reviews are important to consumers, right?
  • 4. 200 “Real” Reviews in 200 Days
  • 5. After this, there is no turning back. … You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the rabbit-hole goes.
  • 6. After this, there is no turning back.
  • 7. Aug 28, 2013 - In a lawsuit a month ago, Edmunds accused Texas-based Humankind Design Ltd. of registering nearly 2,200 fake member accounts Sep 17, 2013 - Yelp is suing a San Diego law firm for allegedly seeding its Yelp page with “fake reviews” from non-existent clients. Julian McMillan, who owns ... Sep 30, 2013 - New York Sues 19 Companies for Fake Reviews. Recently, review sites and state attorneys general have begun to crack down on fake reviews ..
  • 8. • Ask EVERY breathing person that walks through your door for a review… – Resist the temptation to “cherry pick” the positives – Resist technology options that “automatically” skew positively on 3rd party sites
  • 9. • Blow Up your Silos – Review Collection isn’t just for sales • Consumer interest in Service Reviews is growing Sales Service Finance
  • 10. Google Trends shows increased interest in service reviews… and climbing! Replace with Your Contact Information or DELETE
  • 11. Reputation is as important to Service as Sales-The Stats Replace with Your Contact Information or DELETE
  • 12. Replace with Your Contact Information or DELETE
  • 13. Megan Barto Internet Director Replace with Your Contact Information or DELETE
  • 14. Merchandise your Employees • Teach them to be their own brand • Embrace the competitiveness on your floor and in your drive • Every Review for them is a review for you! • Use Mobile to leverage differentiation between them and their competitors! – Cars.com mobile shoppers are 184% more likely to read Dealer Reviews than desktop users. – 25% of DealerRater traffic is Mobile
  • 15. Brave New Digital World 120 million owners 50 million owners
  • 16. Everyone is now connected
  • 17. Even Great Nan-Nan Kershner
  • 18. MOBILE = Website / App
  • 19. MOBILE Communication • Text / Chat • Email • Video
  • 20. MOBILE Text • 8 trillion text messages will be sent this year • 91% of U.S. consumers have their cell phones within arms reach 24/7 - MobileFuture.org • 97% of all Text Messages are Opened - Pew Research • 83% Within the 1st Hour of Receipt - Pew Research
  • 21. Text in Service
  • 22. Text in Service
  • 23. Responsive Email Design
  • 24. Responsive Email Design
  • 25. Responsive Email Design
  • 26. What we usually send 
  • 27. Email Statistics by Mobile 47% of emails are read on a mobile device, yet emails are designed for desktop. Making text hard to read and images hard to see. Studies find that consumers are looking at their mobile device 150 times a day. of people delete emails if they don’t look good on their mobile device.
  • 28. Mobile Video Statistics • Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. - Bytemobile Mobile Analytics Report • 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. - Invodo • Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. NPD -
  • 29. Authntk WalkAroundVideo.com
  • 30. Text + Personal Video
  • 31. Google Hangout Video
  • 32. Showrooming What is Showrooming? Showrooming is the practice of examining merchandise in a traditional brick and mortar retailer while cross shopping online (by mobile) to research a lower price or inventory.
  • 33. Showrooming
  • 34. Showrooming Statistics
  • 35. Showrooming What causes Showrooming? • Lost trust in the dealership or sales professional due to experience. • Looking for something else – options, colors, trim, specials. • Leaving the customer alone too long (back n forth between the sales tower and sales desk).
  • 36. Showrooming My Ford Fusion
  • 37. Leave’m alone, they’ll be on their phone!
  • 38. Involvement
  • 39. Showrooming Keep people from shoowrooming? Traditional processes will help keep a customer from showrooming • Give the customer some digital actives on their own device or supply them one – CarStory • Offer vehicle options • Find a process to reduce alone time – reduce back and forth between sales tower and consumer during negations
  • 40. Showrooming
  • 41. You won’t hear this at the Bus stop!
  • 42. Employ Technology to Listen Highly Unreliable since Google sent Google Reader to the “Google Graveyard” There are better FREE options!
  • 43. Employ Technology to Listen
  • 44. Employ Technology to Listen
  • 45. Employ Technology to Listen * Real Time without a subscription, just pull at will.
  • 46. Employ Technology to Listen *nearly ever vendor offers a paid tool too if you’d prefer to work with a vendor.
  • 47. What’s the point? • Customer Experience is IMPORTANT… • Are your Silos in Sync? • Who’s Championing your Consumer’s Experience across all Silos at the dealership?
  • 48. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Questions? Jeff Kershner – Founder, DealerRefresh VP of Experience & Strategy, HookLogic t: @dealerrefresh w: dealerrefresh.com Ryan Leslie – Director of Dealer Experience, DealerRater.com t: @jtleslie