This document provides a blueprint for attracting, converting, engaging, selling, and retaining customers. It outlines the key steps in the customer journey from initial attraction through long-term retention. It also identifies different customer segments and touchpoints for personalized messaging. The blueprint emphasizes the need for continuous two-way engagement across online and offline channels to guide customers through their transaction process.

1. Blue Print for Success
John A. Ruble
Vice President, Strategic Partnerships
CONVERSICA
johnru@conversica.com
Title Sponsor

2. Attract Convert Engage Sell Retain
Retail Objective

3. A thorough blueprint ensure
visibility into:
Vendor
Partners
People
(Behavior - both
customer & employee)
Process
(both customer &
employee)
Weaknesses
(of each element)
Comprehensive
Roadmap
(to problem solving)
Start-to-Finish
Game Plan of
Success
(for your customer
& team)
Why Blue Print?

4. Attract-Convert-Engage-Sell-Retain
Other Brand
Garage Info
Branding
Paid Ads
Email
Social
Traditional
Same Brand
Conquest
Garage Info
Branding
Paid Ads
Email
Social
Traditional
Dealer Loyal
Equity
Trade
Cycle
Paid Ads
Email
Social
Other Brand
Garage Info
SEO/SEM
Branding
Paid Ads
Email
Social
Traditional
Same Brand
Conquest
Garage Info
SEO/SEM
Branding
Paid Ads
Email
Social
Traditional
Dealer Loyal
Equity
Trade
Cycle
SEO/SEM
Paid Ads
Email
Social
In MarketNot in Market
Although the channels are similar for each segment, messaging and positioning must be different for each. You must identify
attribution whether manually or through a vendor partner.

5. Attract-Convert-Engage-Sell-Retain
Conversion Points:
Attract
Attracting a customer to
your website, social
pages, marketing, etc.
Convert
Gaining meaningful
contact information-form
fill, chat, email, phone, etc.
(Identified customer)
Engage
Engaging that
customer in a two-
way conversation
Appointment
(Traditional) or
completing forms
(Online retail)
Sell
Closing
the deal
Retain
Retaining
for service
Service Customers
to Sales Customers

6. Attract-Convert-Engage-Sell-Retain
Service
Campaign
Specific
Follow-up
Sold,
Unsold
Follow-up
Walk In
Appointment,
No appointment
Follow-up
Phone
Response
Specific
Social
Response
Specific
Email
Content-
specific by
each chat
Chat
Content-
specific by
source
Lead
Identified Opportunity
Engagement is a two-way conversation, not a contact i.e. email sent voicemail left.
Insert data about how many attempts it takes to engage.

7. Attract-Convert-Engage-Sell-Retain
Appointment,
Trade Appraisal, Retail
Quote, Online Credit,
Docs/Delivery
Online Digital
Transaction
Engaged Customer
Appointment,
Show,
Road to Sale
Traditional
Brick & Mortar
Transaction
At any time at their choosing the customer can and will change their transaction type! Engagement must continue if the
traditional customer doesn’t buy and the online digital customer goes dark.

8. Attract-Convert-Engage-Sell-Retain
Scaling personal outreach at each trigger point is nearly impossible, insert data about number of contacts
to engage. Marketing is being used as a band-aid in place of personal communication.
Equity
Age Repair
Sales
Person
Service
to Sales
CSI
Recall
CSI
Remarketing
Defecting
Customers
CSI
Upsell
Declined
Services
CSI
Schedule
Next
Consecutive
Appointments
CSI
Schedule
Next
First
Appointment
Walk
Through
Pit Stop
Sales to Service
Handoff

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