More Related Content Similar to IS20G11 - Understanding the Customer's Mobile Journey in Fixed Operations (20) More from Sean Bradley (20) IS20G11 - Understanding the Customer's Mobile Journey in Fixed Operations2. Communication is the FOUNDATION to all success and improved profitability.
Customers will always lead the way and you need to adopt.
The goal of today’s session is to give you a high level of comfort with
texting as a communication medium to drive profits.
Why texting can work when a phone call can’t.
Overview of a texting solution and the data behind it.
Data, data, and increased dealership profits.
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4. A few numbers to help frame our conversation…
• 22 billion texts are sent every day / 6 billion in the U.S.
• Americans look at their phone 8 billion times a day
• The average consumer messages on average 3 times per
hour
• Americans make 3 billion phone calls a day
• When my phone rings, it usually triggers an abject moment of
panic
• 89% ( of consumers want to use messaging to communicate
with businesses
• Texting is 10X quicker than phone calls with a 99% open
rate with 4 minutes
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5. Use Case SMS In-App Chat Push Notifications OTT Apps
ETA Alerts
Billing & Fraud Alerts
Support
Appointment Reminders
Mobile Marketing
SMS In-App Chat Push Notifications OTT Apps
The customer journey is complicated
Multi-channel engagement – reach customers how they want to be reached.
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All Rights Reserved.
6. “There is no more efficient tool for business than the phone call,
but yet we use them far too little, because they suck.” Tom Goodwin
• I might not know who it is – that’s a dilemma.
• It takes time - the required hello’s and how are you’s and isn't it rainy/cold/sunny/not
sunny/not hot/nearly hot/was hot takes valuable time when you still don't know what the
call is for.
• It’s real time – this means a client might need to make a $1000 or larger decision immediately
reducing the odds of approval.
• Often can’t access things you need – this is a killer problem if I want to better understand or
look at something.
• Your are committing – the moment you pick you are forced to deal with something.
• There is a short window to answer a call – you have to immediately stop whatever you are
doing which can be rude to someone next to you.
• There is an imbalance of information and situation – it might be a good time for the advisor
but we don’t know about the client.
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All Rights Reserved.
7. Texting Solutions Simplify Communication.
Integration and Automation a Must.
Automated
Appointment
Reminders
Automated
Welcome
Automated
Custom
Landing
Page
Texting
(w/ picture &
video
capability)
Vehicle
Ready
Notification
Automated
Pay Online
Automated
Follow Up
Automated
Reminders
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All Rights Reserved.
8. Some real-world data - July 2017…
High Line Dealership
Repair
Orders Threads Auto Texts
Advisor
Txt
Customer
Txt
%
Response
0-5 Min
%
Response
6-15 Min
% ROs
using Txt
Stop
Requests
All 2322 1198 2910 2777 2895 29% 7% 67% .48%
Kal Balas 216 104 275 180 405 33% 11% 98% 1.8%
Jen Lamore 138 58 143 128 352 20% 9% 91% 0%
Bon Johnson 276 101 293 275 560 33% 6% 81% .36%
Joe Kettler 18 10 36 0% 0% 55% 0%
Ken Runner 182 154 334 457 729 31% 7% 100% 0%
Kris Stanley 302 119 365 145 366 26% 4% 98% 0%
Mike McCab 150 76 172 211 251 29% 6% 87% .67%
Michael James 167 87 170 224 456 36% 8% 98% .66%
Rick Frasier 322 295 545 742 751 27% 5% 81% .31%
Steve Hicks 271 172 409 230 504 33% 8% 99% 1.1%
Jennifer Lacks 280 32 194 185 275 28% 8% 70% 1.1%
2322 1198 2912 2777 2895 .48%
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9. Additional Service
Work Request
Service Advisor
Dealership
July, 2017
Sample Conversation & Actual Results
Results
$12,138
Mr. Smith, the technician has come back with the following recommendations. 1.
Passenger rear strut is leaking (recommend in pairs) also recommend upper mounts and
strut bumpers with alignment $1720 (not a safety issue, comfort issue) 2. Transmission
O-ring is leaking oil $260 3. Engine mount rubber is cracked) $176
4. AC filter is dirty $67 Data %
Total Repair Orders Written 351
Additional Service
Recommendations 76 22%
Additional Service
Approved via text 31 41%
Additional Service Declined
via text 15 19%
Unanswered / Continued on
Phone 30 40%
$’s Approved via Text $12,138
41%
$12,138
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10. Average Dealership Data
New Car leads 14
Pick-up notifications 300
Bi-directional texts sent / Utilization 37%
Customer texts requesting vehicle status 25%
Shuttle text clicks / requests 17%
Dealer hours requested via text 7%
Next service scheduled via text 11%
Incremental service work request texts 40%
Automated Texts Sent 4360
Landing Page Microsite views / % 451 / 28%
Average Dealership Mobile Messaging Date at 1600 ROs / month
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All Rights Reserved.
11. Dealership Ave. Utilization – 52%
Dealer 1 - GMC 60.8%
Dealer 2 - Chevy 67.1%
Dealer 3 - VW 59.2%
Dealer 4 - Ford 59.2%
Dealer 5 - Hyundai 30.4%
Dealer 6 - Kia 56.2%
Dealer 7 - Mazda 51.1%
Dealer 8 - Subaru 34.3%
Dealer 9 - Chrysler 50.1%
Dealer 10 - Mazda 43.2%
Dealer 11 - Nissan 61.1%
Dealer 12 - Mazda 51..4%
Dealer 13 - Infiniti 86.4%
Dealer group utilization report
52%
30%
86%
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All Rights Reserved.
12. Actual results…
Toyota Store
increases CSI
by over 11 pts
in 4 months.
59%
9% declined /
31% unknown
additional work
approval rates*
Faster Repair
Cycle Times –
Approvals within
minutes
Convenient DMS
Integrated mobile
payment.
6%
99%
990 of every
1000
Customers
30%
Reduce phone
calls by 20% -
30%
11%
10 min
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All Rights Reserved.
13. 2018 TCPA Texting Rules Every Car Dealership Needs to Know.
www.advantagetec.com/tcpa-rules/
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All Rights Reserved.
14. In closing…
Convenience & established trust
Proper communication is the foundation of trust and the texting is a platform for convenience.
Invest in your people
Give your team the tools to make the customer service experience more pleasurable and
advisor communication easier.
Remove friction
Increase appointment rates. Reduce phone calls, transfers, hold times and phone tag.
Increase repair cycle times while receiving higher service recommendation approval rate -
profits. Give the customer the option of texting and Online Bill Pay. Get ahead of OEM
surveys and improve CSI.
Thomas F. Jung
AdvantageTec
thomas@advantagetec.com
Copyrights © 2009-2018 AdvantageTec, Inc.
All Rights Reserved.
16. ENJOY THIS SESSION?
Post about it on social media using the hashtag #IS20G!
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Title Sponsor
Profiting from the Customer’s Mobile Journey in Fixed Ops
Thomas F. Jung
AdvantageTec
thomas@advantagetec.com