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IS20G11 - Understanding the Customer's Mobile Journey in Fixed Operations
The document discusses the importance of texting as a communication tool in the automotive industry, emphasizing its efficiency over traditional phone calls. It provides data showcasing how texting can enhance customer engagement, improve approval rates for additional services, and drive profitability for dealerships. The session aims to equip businesses with knowledge on integrating texting solutions for better customer service and communication.
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IS20G11 - Understanding the Customer's Mobile Journey in Fixed Operations
- 1. Understanding the Customer’sMobile Journey in Fixed Ops Thomas Jung AdvantageTec thomas@advantagetec.com Title Sponsor
- 2. Communication is theFOUNDATION 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. Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 3. businesses consumers Communication has changed. Copyrights© 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 4. A few numbersto 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 Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 5. Use Case SMSIn-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. Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 6. “There is nomore 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. Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 7. Texting Solutions SimplifyCommunication. 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 Copyrights © 2009-2018 AdvantageTec, Inc. 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% Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 9. Additional Service Work Request ServiceAdvisor 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 Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 10. Average Dealership Data NewCar 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 Copyrights © 2009-2018 AdvantageTec, Inc. 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% Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 12. Actual results… Toyota Store increasesCSI 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 Copyrights © 2009-2018 AdvantageTec, Inc. All Rights Reserved.
- 13. 2018 TCPA TextingRules Every Car Dealership Needs to Know. www.advantagetec.com/tcpa-rules/ Copyrights © 2009-2018 AdvantageTec, Inc. 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.
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- 16. ENJOY THIS SESSION? Postabout it on social media using the hashtag #IS20G! Share some love for your favorite speakers! Title Sponsor Profiting from the Customer’s Mobile Journey in Fixed Ops Thomas F. Jung AdvantageTec thomas@advantagetec.com