96 bdc operations-manual_template

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96 bdc operations-manual_template

  1. 1. BDC Operations and Procedures Manual Template Business Development Center Operations and Procedures Manual November 9, 2010 Compiled and Edited by: Ralph Paglia CRM/eBusiness Director Courtesy@RalphPaglia.com Cell: 505-301-6369 © Copyright 2005 Ralph Paglia – All Rights Reserved 1
  2. 2. BDC Operations and Procedures Manual Template Business Development Center Mission Statement As a supporting unit to the Courtesy Chevrolet Sales Departments, establish, build and maintain customer relationships through consistent and professional communications that result in the generation of sales department appointments with prospective vehicle buyers and sellers, as well as previous Courtesy Chevrolet customers. Vision Statement Through an effective blend of business processes, professional staff, information management and communication technologies, drive showroom traffic that increases the number of vehicles sold and serviced, while growing Courtesy Chevrolet’s market share and supporting high customer satisfaction scores. © Copyright 2005 Ralph Paglia – All Rights Reserved 2
  3. 3. BDC Operations and Procedures Manual Template Business Development Center Executive Overview The Business Development Center (BDC) is setup as a department within the dealership structure. (See Figure 1) The primary focus of the BDC is to establish and maintain professional, consistent inbound and outbound communication with dealership customers. This is accomplished by providing management, accountability and performance metrics based on the Eight (8) primary retail profit opportunities within the dealership. These Eight (8) primary retail profit opportunities are: The CRM/eBusiness Director will supervise and manage resources associated with the BDC and the Internet Sales Department, also promoting more effective internal communication as well as managing the dealership’s websites. © Copyright 2005 Ralph Paglia – All Rights Reserved 3
  4. 4. BDC Operations and Procedures Manual Template The BDC Staff consists of a Business Development Manager, teams of Customer Service Representatives to handle all inbound and outbound customer communications, along with BDC Team Leaders to ensure quality control and daily production of appointments. The Internet Sales Team will be led by an Internet Sales Managers (ISM) supervising teams of Internet Sales Specialists (ISS) to manage all Internet leads and requests. Customer data will be managed and tracked using designated software applications that are maintained by the Information Technology team led by the IT Director. Internet leads are currently received, managed and tracked using the NetTrack (BuzzTrak) lead management application associated with the Courtesy Chevrolet primary web site provider, BZ Results, Inc.. Lead Management Process Performance Metrics will be created using reports from both NetTrack and the UCS dealership management system.. © Copyright 2005 Ralph Paglia – All Rights Reserved 4
  5. 5. BDC Operations and Procedures Manual Template BDC Structure within the Dealership Co m m un i c a ti on w i th A LL D e pa r t m e nt s Results = Sales & Service & Appointments = $$$$$$ Figure 1 © Copyright 2005 Ralph Paglia – All Rights Reserved 5
  6. 6. Business Development Center Department Objectives • Capture complete customer information and maintain accurate database. • Generate appointments with prospects/customers taking advantage of every opportunity available to the dealership. • Ensure that ALL prospects/customers are contacted and followed up on in a professional, consistent manner. • Generate performance metrics and reports to show results of BDC operation as well as help Dealership Managers understand the productivity of the operation. • Promote and improve communications within the dealership. Department Goals •Increase number of units sold and serviced. •Increase Dealership gross profit. •Improve Customer Satisfaction scores. •Increase overall Dealership market share. Department Metrics • Business opportunities (leads) managed including inbound phone, internet and sold follow up. • Appointments made. • Appointments kept. • Sales made from customers contacted by the BDC. • Gross profit contribution. • Individual BDC Coordinator performance. • Individual Internet Sales Specialist performance. • Tracking of BDC expenses including salaries, other compensation, equipment cost and monthly fees (telephone, software, etc.).
  7. 7. Business Development Center Processes 1) Inbound Phone (See Figure 2) a)All incoming sales calls are routed to BDC and customer information is captured using scripts in LSI by BDC Coordinators. b)Appointment is scheduled and confirmation call for BDC manager scheduled. c)BDC Manager confirms appointment and prints information sheet for Sales Department. d)Appointment outcome (report card) call is made the day after every scheduled appointment. e)If vehicle is sold, customer is moved into Sold Follow up Contact Timeline (See Figure 6). f)If vehicle is not sold, report card is given to appropriate Sales Manager to resolve concern/issue with customer. Report card is followed up daily to determine outcome. g)If appointment not kept, customer is contacted to reschedule appointment. 2) eBusiness (Internet) Leads (See Figure 3) a)All inbound leads are directed and managed through Salespoint by Internet Sales Specialists. Auto response is sent immediately. b)Personalized email response is sent within 5 minutes during business hours. Questions are answered including price and a minimum of 2 alternatives are offered. c)Phone call is made, if phone number was given, within 10 minutes of personalized email response. d)Appointment is scheduled and confirmation call scheduled. e)If phone contact is not made, eBusiness Lead Response Timeline is followed (See Figure 4). f)Appointment outcome (report card) call is made the day after every scheduled appointment by BDC Coordinator. g)If vehicle is sold, customer is moved into Sold Follow Up and contacted by BDC Coordinator according to Sold Follow up Contact Timeline (See Figure 6).
  8. 8. h)If vehicle is not sold, report card is given to appropriate Sales Manager to resolve concern/issue with customer. Report card is followed up by BDC Coordinator daily to determine outcome. i)If appointment not kept, customer is contacted to reschedule appointment. 3) Sold Follow Up (See Figure 5) a)Vehicle is sold and delivered by the Sales Department. b)Customer information is captured from ERA (Dealership DMS) and downloaded into LSI. c)Customers are contacted according to Sold Follow up Contact Timeline (See Figure 6). d)Opportunity customers are targeted based on current manufacture’s incentives and/or Dealership marketing initiatives. e)Retail Trade Cycle Management (RTCM) customer lists are downloaded from Ford quarterly and loaded into LSI and contacted as opportunity customers. 4) Unsold Follow Up a) Currently being managed by outside Vendor, will be incorporated into the BDC in the near future. 5) Showroom Traffic a) Currently being managed by outside Vendor, will be incorporated into the BDC in the near future. 6) Service – Inbound Scheduling and Follow Up a)Inbound scheduling currently being handled within the Service Department, will be incorporated into the BDC in the near future. b)Follow up currently being managed by outside Vendor, will be incorporated into the BDC in the near future. 7) Prospecting a) Currently using various methods, both within the Dealership as well as outside vendors, will be incorporated into the BDC in the near future.
  9. 9. Inbound Phone Process Business Development Center Capture customer information using scripts in LSI Set Appointment & BDC Manager Schedule confirmation assigns qualified call for BDC Manager salesperson BDC Manager confirms appointment - BDC Coordinator Reschedule follow 1 day prior or immediately calls for pay off up to get if same day - print during down time appointment huddle sheet Advise Sales management by placing huddle sheet in managers mail box - managers pick up daily S a l e s p e r s o n t o s e l e c t & p r e p a r e vehicle Appointment Kept Appointment Not Kept Appointment outcome, No Sale Vehicle sold call - report card Appointment outcome Appointment outcome Sold Follow Up call - report card call - congratulations Operator routes sales call to Business Develpment Center See Sold Follow Up contact timeline and Figure 2
  10. 10. Process Flow
  11. 11. eBusiness Lead Process ALL inbound internet leads directed to Sales Point Auto response including hot links, directions, direct phone numbers Business Development Center Cross reference customer information using LSI Immediate personalized email response - ASAP - within 5 mins during normal business hours Answer questions including price, offer minimum of 2 alternatives See eBusiness Lead Response Process fo contact timeline Phone call within 10 minutes of email response No Appointment Set Appointment & Reschedule follow Schedule confirmation up to get call appointment Sales person to select & prepare vehicle Appointment Kept Appointment Not Kept Appointment outcome, No Sale Vehicle sold call - report card Sold Follow Up based Appointment outcome Appointment outcome on contact timeline call - report card call - congratulations and Process Flow Figure 3
  12. 12. eBusiness Lead Response Timeline Business Development Center Cross reference customer information using LSI Immediate personalized email response - within 5 mins during normal business hours. If after hours, respond by 9:00am the next business day. Answer questions including price if requestd, offer minimum of 2 alternatives Phone call within 10 minutes of email response 24 HR (Day 2) Week 4 Phone call or Phone call email 48 HR (Day 3) Week 5 Final attempt Phone call or email email To "Inactive with Follow Up" in Salespoint 72 HR (Day 4) email survey Customer responds from BDC Mgr Address issues directly Seek appointment 96 HR (Day 5) Phone call or email Week 2 Email "Incentive" template Figure 4
  13. 13. Set appointment Week 3 (See Internet Lead Email follow up to Flow process) "Incentive" tempalte No appointment (See Internet Lead Flow process)
  14. 14. Sold Follow Up Process Vehicle is sold and delivered by Sales Department Business Development Center Capture customer information from ERA into LSI Contact customer within Sold Follow Up timeline Target opportunity customers based on current incentives/marketing campaigns Set Appointment & BDC Manager Schedule confirmation No Appointment assigns qualified call for BDC Manager salesperson BDC Manager confirms appointment - BDC Coordinator Reschedule follow 1 day prior or immediately calls for pay off up to get if same day - print during down time appointment huddle sheet Advise Sales management by placing huddle sheet in managers mail box - managers pick up daily Sales person to select & prepare vehicle
  15. 15. Appointment Kept Appointment Not Kept See Sold Follow Up contact timeline and Process Flow outcome Appointment No Vehicle sold call - report card Figure 5 Sold Follow Up Appointment outcome Appointment outcome call - report card call - congratulations
  16. 16. Sold Follow Up Contact Timeline When What Description On Delivery From the BDC on behalf of the Salesperson immediately after Postcard the customer takes delivery BDC Coordinator contacts customer to check status of vehicle 48 hours Phone Call and resolve any concerns 21 Days BDC Coordinator contacts customer to remind them of Phone Call survey; confirm intro to service and remind of 1st maintenance appt; ESP & Aftermarket 30 Days Postcard Introduction to BDC; ESP info; VIP phone number 3 Month Postcard Referral request from BDC on behalf of salesperson 6 Month Phone Call From BDC; customer satisfaction script 9 Month Postcard Survey 1st birthday of vehicle from BDC on behalf of salesperson; 12 Month Postcard includes a Service coupon 15 Month Phone Call From BDC; keep connection established with customer for 18 Month Postcard both Sales and Service; "bird dog" for referrals If 24 month Lease customer, begin Lease Renewal process: 150 Day Postcard 120 Day Phone Call 90 Day Postcard (if needed) 75 Day Phone Call (if needed) 60 Day Postcard (if needed) 45 Day Phone Call (if needed) 30 Day Postcard (if needed) 21 Month Phone Call From BDC; customer satisfaction script 2nd birthday of vehicle from BDC on behalf of salesperson; 24 Month Postcard includes a Service coupon 27 Month Phone Call From BDC; customer satisfaction script From BDC; keep connection established with customer for 30 Month Postcard both Sales and Service; "bird dog" for referrals If 36 month Lease customer, begin Lease Renewal process: 150 Day Postcard 120 Day Phone Call 90 Day Postcard (if needed) 75 Day Phone Call (if needed) 60 Day Postcard (if needed) 45 Day Phone Call (if needed) 30 Day Postcard (if needed) From BDC; customer satisfaction script 33 Month 3rd birthday of vehicle from BDC on behalf of 36 Month salesperson; includes a Service coupon 42 Month From BDC; customer satisfaction script Figure 6
  17. 17. Business Development Center Staffing • Business Development Manager (BDM) will oversee department and its daily operations including Coordinators and Internet Sales Specialists. Internet Sales Specialists report to Sales Managers regarding sales process, BDM oversees handling of internet leads. See enclosed Manager Job Description for details. • Manager will report primarily to Dealer Principal, but also General Sales Manager regarding sales opportunities and Parts and Service Director regarding service or other Fixed Operation opportunities. • BDC Coordinators will be full time focused entirely on generating appointments. See enclosed Coordinator Job Description for details. • Staff will include a high percentage of Bilingual (English/Spanish) coordinators to handle Hispanic customer base. • BDC Coordinators as well as BDM will be paid a base/hourly salary plus incentives for appointments kept. In addition, there will be bonuses for vehicle sales resulting from BDC appointments. See enclosed Coordinator Pay Plan for details. • Internet Sales Specialists will be paid based on Sales Department commission structure for each vehicle delivered.
  18. 18. Business Development Center Manager Job Description •Oversee daily operations of Business Development Center. •Recruit and train Business Development Center coordinators. •Download customer lists from Ford and other sources into CRM solution (LSI). •Download customers from ERA daily (sold vehicles, etc) and update CRM solution (LSI). •Run daily/weekly/monthly BDC reports and track results. •Prepare individual call results report for each coordinator for measurement. •Train coordinators through review of call conversations and outcome. •Determine customers (sold, in equity, non-equity, etc.) to contact based on current manufacturer incentives as well as dealer marketing initiatives. •Review performance of department; develop and implement improvement/action plans as required. •Interface with other department managers to maintain open lines of communication between all departments. •Participate in dealership management meetings and sales meetings. •Confirm appointments scheduled by coordinators. •Assign qualified salesperson to confirmed appointment if not previous customer. •Print strategy worksheet presentation (huddle sheet from LSI) for each customer appointment.
  19. 19. Business Development Center Sales Coordinator Job Description • Answer all incoming phone calls according to scripts and schedule appointment for appropriate department. • Log all customer comments into CRM tool (LSI/Contact Management). • Schedule follow-up contact if no appointment is made. • Contact customers using scripts in CRM tool to schedule appointments for Sales and/or Service. • Post scheduled appointments on appointment board in BDC as well as welcome board in Showroom. • Appointment schedule to receptionist/greeter. • Follow-up with Sales Department to determine if appointment was kept and the outcome. Schedule future contact as needed. • Reschedule no-show customer appointments. • Purify and update customer changes in database (ERA). • Generate letters, postcards and emails according to contact timelines. • Contact customers based on current marketing initiatives and incentives. • Notify appropriate departments when an appointment is scheduled. • Forward any customer concerns to appropriate Department manager and follow- up.
  20. 20. Business Development Center Sales Coordinator Pay Plan (Tentative) Bill Currie Ford Sales Coordinators will be compensated as follows: Base Hourly Wage Hourly rate will be $10.00 per hour for 1 st 60 days (training period). Subsequent hourly rate will be $8.50 per hour plus bonus outlined below. Appointment Show Bonus Bonus will be paid based on Appointment Show Rate (appointments made versus appointments kept). Level 1: $5.00 per appointment kept with show to appointment rate of 50% or less. Level 2: $7.50 per appointment kept with show to appointment rate of 51 % or greater. Delivery Bonus Bonus will be a sliding scale based on number of delivered (sold) units. •1 – 10 units pays $10.00 per unit •11 – 15 units pays $15.00 per unit •16 – 25 units pays $20.00 per unit •26 – 35 units pays $25.00 per unit
  21. 21. Business Development Center General Information •Appointments generated by the BDC will be assigned to the salesperson of record if previous customer or referral from previous customer. New prospects/customers will be assigned a BDC Qualified salesperson. See enclosed Salesperson Qualifications for details. •Coordinator work area will consist of a 5’ X 4’ workstation, computer with 17” monitor, Dealership network access, DMS access, internet access, phone and headset. •BDC will have direct dial inbound phone number as well as direct fax number. •All appointments will be logged on Appointment Board in BDC as well as Welcome board in showroom. •Coordinators will go through on week of training before handling calls. Training will be handled by the Dealership’s Training Coordinator. See enclosed Training Schedule for details. •Ongoing training will be provided by the Business Development Manager as well as Business Development Center Consultants from Reynolds Consulting Services.
  22. 22. Business Development Center Salesperson Qualifications These are minimum qualifications that a salesperson must meet to receive appointments scheduled by the Business Development Center. Appointments scheduled for previous customers and/or referrals from previous customers will be assigned to the original salesperson. •Must be employed a minimum of 90 days. •Must be Ford Certified Sales Consultant. •Must have sold minimum of 7 units in previous month. These criteria will be applied to all salespersons at the end of each month and list of qualified salespersons will be given to the Business Development Center by the 1 st of each month.
  23. 23. Business Development Center Training Schedule Day 1 – Orientation 1)Dealership Orientation 2)Sales Overview 3)Sales Process – Basic 4)Product Knowledge Day 2 – Systems 1)Reynolds + Reynolds System 2)Vehicle Source Books and Order Guides 3)Phone Training a.Objectives b.Communications c.Word Tracks/Scripts Day 3 – CRM Application 1)LSI Application Training 2)BDC Processes Day 4 – Phone Training 1)Phone Scripts 2)Role Playing 3)Systems In Use Day 5 – Review/Practice 1)Phone Scripts within LSI 2)Practice – Practice – Practice

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