Courtesy Chevrolet Internet Lead Management Process Map with Indexed Templates

eLead Management Process Flow: Courtesy Chevrolet Dealer Web Site and 3rd Party lead Providers Customer Receives a Customer visits HouseOfCourtesy.com or a Confirmation Screen Courtesy Chevrolet web site, Configures/Selects a from Courtesy Chevrolet new or pre-owned vehicle, Requests a Quote. Step #1 web site that acknowledges receipt of the request, and promises a prompt dealer Courtesy Chevrolet receives the lead in BuzzTrak lead response within 24 Hours management application – Step #2 Step #3 (8% of leads are “de-duped” out) Customer receives eSurvey within 24 hours after submitting a lead. Customer receives automated Questions extract customer email message from Courtesy perception of experience with Chevrolet acknowledging lead Courtesy’s response to the lead 24 and reassuring customer that ISS they submitted. - Step #8 Hours will respond within 2 business hours. - Step #5 QUOTE REQUEST LEAD RESPONSE Market Research, and Best Practices Benchmarking shows that the most effective response attributes from dealers includes the following process objectives and elements Additional Marketing Research which are listed below in order of execution: Courtesy Chevrolet conducts additional research on customer reaction to ISS Send Price Quotes Matrix by Email to response characteristics. This research Customer on 4 vehicles (3 new + 1 used) focuses on Courtesy Chevrolet buyers who Make Direct Phone Contact with Customer have submitted Internet leads which are after sending Email – Establish rapport & set then “matched” against Sold customer data TD appointment within UCS to determine which customers Contact Customer more than once by BOTH have purchased within a 90 day period from Email and Telephone within First 24 Hours lead origination. Courtesy Chevrolet of receiving Lead eBusiness can then better understand which No appointment after 72 Hours gets Turned ISS response attributes generate the lowest back to Internet Manager for rerouting to & highest sales closing ratios by ISS another Internet Sales Specialist Email Contact Process (first) Think of the Step #7 Telephone Contact Process (second) Your Email template #e002 sets the stage for Step #6 email response to new Internet leads as a highly your follow-up phone call… Which MUST be targeted advertisement sent to one person… made immediately after sending the email with Select Stock Numbers & Quote prices on 4 quotes on 4 vehicles. ISS calls to verify that the Courtesy Chevrolet Vehicles. 1. Vehicle in stock Courtesy Chevrolet Courtesy Chevrolet customer has received their price quotes via that is closest to what they Contact in their Quote Dealership Email specified email, or inform them about the Telephone Dealership email and seek Request 2. SameProcess Make/Model with less equipment. Contact Process alternative email address… ISS persuades 3. Same Make/Model with more equipment. 4. customer to arrange a test drive appointment for Certified Pre-Owned or Carry-over that can be (see next page) (see next page) same or next day. ISS must be prepared to offered at an attractive price-point. All should be answer questions about the vehicles quoted and Available for customer sale and delivery and likely to discuss the various incentive programs and to attract customer interest… special rates available on those vehicles… Use Email Template Lead Management Process Flow: eOptimized Tactical Blueprint Internet #e002 Use Phone Script #p002

Email Template #e002 Phone Script #p002 (Detailed Internet Lead Management Process for First 75 Days is shown below) Email Contact Process Phone Contact Process

Customer Customer DOES Direct Phone NO Direct Does NOT Respond by Contact Made Phone Respond by Email Contact Email 2nd Day - No Seek Seek Appt. 2 Hours Response Email Agreement for OEM- Voicemail: #e004 to Speak Brand Test Phone Script by Phone Drive – #p-am004 + Left #e021 Phone msg email 4th Day - No Script #p002 #e024 Response Email #e005 Seek Test Drive 24 hours Appt. by Email Log Appt. Voicemail: #e026 into LMS Phone Script 6th Day - No OR No #p-am005 + Left Response Email Appt. After msg email #e006 Phone #e024 3rd Party Appt. email Confirmation by #e004.5 Phone 10th Day - No #p004 3rd Day Response Email Voicemail: #e007 Send Appointment Phone Script Confirmation Email #p-am006 + Left Mark Customer Template w/Map, msg email Appointment on Directions, Parking Info #e024 Showroom Welcome & Where Receptionist is 15th Day - No Board #e003 Response Email #e008 5th Day Pre-visit Preparation: Voicemail: Select Vehicles Phone Script Fuel & Clean #p-am007 + Left 30th Day - No Park up Front msg email Response Email Prepare Deal Doc’s #e024 #e009 Print KBB on Trade Print all Emails Prepare Visit Agenda/Folder …… 10th Day …. 45th Day - No Voicemail: ….. Response Customer Arrives at APPT. SHOW - Customer NO SHOW Phone Script #e010 Targeted ….. Dealership – NO SALE- – Appt. No Show #p-am008 + Left Broadcast Reception Process Followup email Process msg email ….. #F001 #e003.5 #e0020 #e024 ……………………………………………………………………………………………………………………

75th Day – No 60th Day – No Response Email response or #e011 Account Deactivation contact by Phone, Email or Notice (Due to Inactivity) Showroom Visit = Change Status to “Inactive Leads – Customer Responds (usually over 20%) with request to keep No Response” “Account” active… Repeat 4-car quote Email response using #e002 then periodically Initial Personalized response email with replacement vehicles due send newsletters to changes in inventory since original lead… Follow-up with phone and same day as response came back from the Account Deactivation Notice. Schedule appointment to visit dealership for a test drive… product/program updates as part of Go back to beginning of Email process using #e002 Template, Broadcast Email followed by Telephone Follow-up using a variation of #p002 Phone Program, if email Script. Follow prescribed Lead Management process unless is valid customer asks not to be contacted any more, or buys a car somewhere else. In that case, put customer into “Bought Elsewhere” marketing process cycle.

Courtesy Chevrolet Internet Lead Management Process Map with Indexed Templates

by Ralph Paglia on Dec 08, 2009

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Courtesy Chevrolet Internet Lead Management Process Map with Indexed Templates — Document Transcript

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