The document outlines the eLead management process for Courtesy Chevrolet, beginning when a customer submits a lead online. It involves: 1) The dealer receives the lead and sends an automated email acknowledging it within 24 hours. 2) An internet sales specialist is assigned and sends a personalized email with 4 vehicle quotes within 2 business hours. 3) The specialist then calls the customer to discuss the quotes and set up a test drive appointment. The process details follow up procedures over the next 75 days if the customer does not initially respond, including more reminder emails and phone calls aimed at converting the lead into a sale.

1. 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

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

3. 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
……………………………………………………………………………………………………………………

4. 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.