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It’s All About The Customer Experience

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1 It’s All About The Customer Experience
Notes: The presentation will focus on the growing emphasis of the customer experience and their communication preferences, while also addressing best practices automotive professionals need to take in order to effectively reach and communicate messages to foster relationships. Now is the time for Dealers to develop a digital customer strategy to create loyalty, engage the Millennial generation, utilize data, and prepare for the ever-changing landscape. By 2020, customer experience will overtake price and product as the key brand differentiator (Source: Vision Critical, Additionally, 86% of buyers will pay more for a better customer experience (Source: Vision Critical, James Casazza SVP of Digital Retail Solutions, FordDirect James Casazza | FordDirect | SVP of Digital Retail Solutions |

2 The Evolution of Shopping Behavior
Digital is driving a shorter purchase cycle 2008 2013 29.9 million people 20.9 million people Months From Purchase Media Used TV Radio Magazines Newspapers Local Magazines Online BUY Dreaming Thinking Researching Deciding Dreaming Thinking Researching Deciding 6 5 4 3 2 1 Notes: A strong digital presence is great for bringing in new leads and being top of mind when consumers begin their research. This allows dealers to build credibility and trust. It also allows customers to find you easily – a positive first step in building a relationship with them and creating a seamless and ideal brand experience. 5 years ago – Shoppers were so well behaved… followed the traditional funnel. Now it’s completely different. Not saying we need alcohol – heard yesterday cloud, not funnel Time is shorter, process is non-linear, and the media is completely different. Digital was around, but was the afterthought. Now Digital comes first – Ask about budgets % We all know that consumer shopping behavior is changing and adapting more and more digital channels. Understanding this velocity will give us an idea of where we are going and how rapidly we need to evolve. Print is a thing of the past, while the “screen” phenomenon has evolved and grown into the #1 biggest resource for consumers when finding data and searching. 90% of information is found through a smartphone, laptop, tablet or TV, making it crucial to have a presence on social and digital channels. You want to be where the consumers are: online The in-person relationship is still the strongest influence on purchase Consumers turn to the Internet for most of their search needs The graphic shows that today, social media, online and mobile are the top three ways consumers are shopping. Print media, TV and radio have basically gone extinct as a way of shopping for consumers The number of U.S. digital buyers is expected to grow to 180 million in 2017, according to industry estimates. (statista.com) Consumers are also doing more research through the Internet (particularly mobile) before making a purchase starting with a search engine Since consumers are turning to the Internet for research, comparing and deciding before making a purchase, it is imperative to have your companies present on search engines so they involve you in their search and decision making Consumers are looking for what they want, when they want it The Internet allows for a shorter purchase cycle because of the option to search for a product through search engines Consumers can compare prices and research by doing a simple search, allowing them to get fast results, making their decision process seamless and easy Media Used Social Media Online Mobile BUY Digital Media Compresses the Car Buying Decision Timeline 16.9 million buyers 15.6 million buyers James Casazza | FordDirect | SVP of Digital Retail Solutions |

3 The Evolution of Shopping Behavior
research touch points on average search engines OEM sites Dealer sites TV radio video sites third party sites request a quote locate a dealer share +1 follow consumer review sites compare models watch a video Notes: Shoppers are looking everywhere for information There are 24 research touch points; with 19 of those touch points being digital And what I mean by touch points is basically both sources (online & off) and actions that are taken Sharing with a Friend, watching a video on your VDP Consumers expect you to be ready for them, whenever and wherever they are searching. Your brand experience must be consistent across all channels. 24 SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013. James Casazza | FordDirect | SVP of Digital Retail Solutions |

4 The Evolution of Shopping Behavior
It’s about reaching consumers at the right time through the right channel – and creating an engaging and personalized customer experience Notes: The customer has changed but the dealer hasn’t caught up. Put the consumer first Today it’s all about the Me generation – Consumers care most about their own personalized experience – how do I feel? Share hundreds friends 17 times day Make me feel good – soccer trophy – bench rider… Know the customer Does research, no brand distinguish Consider multi-device/screen behaviors (connecting on the couch) Have options – 34 in 30 Cross shopping – a new and stable customer behavior James Casazza | FordDirect | SVP of Digital Retail Solutions |

5 The Evolution of Shopping Behavior
Now is the time to use the evolving digital trends and channels to drive growth and brand awareness 91% “SoMoLo Shopper” Notes: We all know that consumer shopping behavior is changing and adapting to more and more digital channels. Understanding this velocity will give us an idea of where we are going and how rapidly we need to evolve. Consumers are also doing more research through the internet (particularly mobile) before making a purchase starting with a search engine Since consumers are turning to the internet for research, comparing and deciding before making a purchase, it is imperative to have your companies presence on search engines so they involve you in their search and decision making Consumers are looking for what they want, when they want it The internet allows for a shorter purchase cycle because of the option to search for a product through search engines Consumers can compare prices and research by doing a simple search allowing them to get fast results making their decision process seamless and easy Mobile is taking over nearly every channel of consumer life. Did you know that 91% of all U.S. citizens have their mobile device within reach 24/7? (Morgan Stanley & Hubspot, 2012) The rapid adoption of mobile is transforming the shopping experience and broadening and enhancing the customer experience. Tools such as mobile, social media and video hold even more importance as consumers are demanding and expecting real-time, on-the-go access As the growth and adoption of social media and mobile continues to increase with consumers, businesses must understand how consumers are using them and where the business can plug in to provide the best experience This growth, partnered with GPS-based consumer activity has led to the rise of the “SoMoLo Shopper” – a consumer who regularly uses social networks, apps, smartphones and location-based services as part of their shopping lifestyle Through social, mobile and local channels, businesses can position themselves in front of customers, build their brand via mobile devices and engage with local consumers FordDirect Digital Advertising Survey (Jan. 2014) Mobile optimization and mobile advertising present a significant opportunity for dealers to increase their digital presence among consumers. 40% of surveyed consumers have conducted research about a dealership from their mobile device. Roughly 1/3 of consumers have clicked on a mobile ad. 25% of consumers have purchased something from a mobile ad. When optimizing your presence for mobile devices, focus on the information that is most often sought by consumers from their mobile devices as well as the information that they would like to be able to find on their mobile devices. 68% looked for vehicle information 63% looked for dealership hours 60% looked for dealership location 54% looked for deals/promotions 49% would like to receive price estimates on a vehicle 47% would like to build & price a vehicle 28% would like to watch vehicle feature videos 25% would like to connect with a dealer 23% would like to receive a trade evaluation of all U.S. citizens have their mobile device within reach 24/7 Consumer who regularly uses social networks, apps, smartphones and location-based services as part of their shopping lifestyle (Morgan Stanley & Hubspot, 2012) James Casazza | FordDirect | SVP of Digital Retail Solutions |

6 The Evolution of Shopping Behavior
1 9 % 2 7 3 5 8 6 4 77% 81% 83% Radio Flyers & brochures Magazines Newspapers TV Auction sites Newspaper sites Social media Video sites Classified/listing sites Online mapping tools Regional dealer sites Consumer review sites Professional review sites Third party sites Family & friends Salesperson Test drive Dealer visit +20% YoY In Person Online Offline Dealer sites Manufacturer sites Search engines +23% YoY +28% YoY Notes: Traditional media no longer is in the top five influencers Consumers are now going directly to dealer showrooms and Websites – these resources and channels are the most important Managing your online reputation is becoming more and more critical as consumers research and shop in this manner Consider offsite SEO activity (social media) to drive further awareness and engagement Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? Please select all options that apply for each source. N=1,591 (2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks? N=1,591 (2013); N=1072 (2012) James Casazza | FordDirect | SVP of Digital Retail Solutions |

7 Learning From Other Industries What would describe yours?
As other industries begin to focus on the customer experience and use it as a competitive differentiation, consumers are expecting this level of tailored and unique relationships while they shop When asked for one word that describes their organization’s customer experience: Notes: Other industries, such as retail, hospitality and banking, are focusing on how to cater to the customer and be known as a friendly, trusted and reliable resource for customers. Learning from the examples they set (and mistakes they made), dealerships are already implementing these best practices. Dealers need to consider what is the dealership in for in this new economy? Recently, BMW took a page from the Apple Store format and adjusted their sales team to include “genius” reps, who customers can come in and speak to about the vehicles, features and packages without feeling any pressure to purchase or receive a sales pitch. Understanding the evolution of customer demands (pure research conversations) and catering to these demands has set BMW apart (source: This also applies to the sales experience. Lexus dealership example (never have to go to the store for the loaner) Source: Forbes interview with travel executives on their CX: Delta Success: American reporter is in France and returning from her trip. She drops her passport into the public mailbox with her mail. Spoke with two airport workers, who couldn’t help her. She approached the Delta ticket counter and explained her problem. The Delta employee helped her reach U.S. Homeland Security and Customs, helped her get baggage checked, issued a boarding pass, get her through French security and to the gate. He also worked with postal employees the next day to get her passport out of the mailbox and delivered back to her Ritz Carlton Success: Ritz Carlton “resets the customers internal clock” – RC plans ahead for complaining customers. For example, when service is taking too long in delivering food orders the waiter comes with an appetizer “courtesy of the chef.” RC employees are trained to anticipate the unexpressed wishes of guests. Success: Joshie the Giraffe. Child leaves behind his stuffed giraffe in a RC room. Parents calls up the staff, who find the giraffe and then take pictures of Joshie the Giraffe’s stay at RC. (#10: https://www.helpscout.net/10-customer-service-stories/) Royal Caribbean Success: Use predictive modeling and purchasing third-party data to help them understand what customers will do next and how RC can put the right message in front of them for a personalized service. For example: a housekeeper can note which side of the bed a business traveler sleeps on, making sure to turn diwn the bed in the daily turndown service on that side of the bed. Comcast: Miss: Earned the name Worse Company in America. Ranking at the very bottom of the American Consumer Satisfaction Index, underperforming even the rest of the cable industry: In mid-July 2014, AOL executive Ryan Block placed a call to Comcast customer service in an effort to cancel his service. What ensued was an 18-minute, Kafkaesque struggle with an overly persistent employee, which Block partially recorded and posted online. The recording went viral, and has now been listened to more than 5 million times. SVP Marketing CMO SVP Marketing “Thoughtful” “Authentic” “Wow” What would describe yours? James Casazza | FordDirect | SVP of Digital Retail Solutions |

8 Learning From Other Industries
Customer expectations have changed Virtual experience Simplified POS (on demand) Where I want, when I want Ex: Amazon Personalized experiences Deep product knowledge Exclusive locations Interconnected personal profile Ex: Apple Store Address all senses Consistent appearance and customer service Everywhere (convenience) Ex: Starbucks Notes: Consumer expectations are changing and successful brands are developing marketing and communication strategies that reflect these changes. Developing a brand profile to engage with their target audience, and their unique needs, is key to success. Consistent and reliable: Starbucks Convenience: Amazon Personalization: Apple Luxury and exclusivity: Ritz Carlton Household-name companies such as Delta, Best Buy and Bank of America, provide automotive professionals with solid examples of what works with today’s customers, and what doesn’t. As other businesses have begun to shift their thinking in this manner, dealers need to consider the brand and image they are building of their dealership through communication timing, channel usage, and messaging; while keeping in mind why consumers come to them in the first place, rather than going to another dealer down the street. Now is the time for the automotive industry to catch up with other industries. Automotive professionals need to develop digital strategies that create loyalty, engage their customers – particularly Millennials, utilize data and prepare for the future. Bubble source: Roland Berger Amazon Success: Brand tops index rankings for its customer service (Forrester). Why? Leader in personalization, convenience, customer-centric focus throughout the whole company. Personalization matters Miss: Poor chat support. Customer reached out to Amazon via chat after encountering an address almost exactly like his own. Worried that it was a phishing attempt, he connected with Chat. Chat responses were slow, did not provide clear answers and did not help the customer resolve the issue: Apple Success: The experience that many retail and non-retail brands emulate. Employees are trained on “5 Steps of Service” to walk a customer through as soon as they come through the door. This forms an acronym of A-P-P-L-E. The first is “Approach with a personalized and warm welcome” Miss: Apple Store in the mall setting can be overcrowded, noisy and stressful. Store specialists can run late for scheduled appointments and waiting customers have nowhere to go but stand around this loud environment. Location matters Starbucks Success: Connecting with customers on a personal level, remembering names and drink preferences, details about their life. They want people to be there – they were one of the first to make free wireless Internet part of the customer experience and recently announced a deal with Duracell to make wireless charging mats a standard part of their store experience Investing time and taking an interest in your customers matters The average Starbucks customer visists the store six times per month. The most loyal 20% of customers visit 16 times per month (http://www.fool.com/investing/general/2013/11/24/6-facts-about-starbucks-that-will-blow-your-mind.aspx) Luxurious surroundings Exclusive service Pampering convenience Ex: Ritz-Carlton Hotels Source: Roland Berger James Casazza | FordDirect | SVP of Digital Retail Solutions |

9 Evolving Your Digital Strategy to Meet Demands
Businesses need to evolve their digital strategies to connect and engage with customers where and how they choose to shop Notes: Now we know how consumer behavior is changing, how are other industries adjusting to consumers’ evolving demands and starting to think about what can be done at the dealership to meet these demands? What does this look like in terms of your digital strategy? Understanding that the majority of your customers’ first interactions with your brand are now online – what is the experience you are providing them before they enter the dealership? How is the experience of “entering” your website, compared to entering your dealership? Businesses need to understand the cross-channel path customers take when experiencing their brand Equally important is understanding the differences between various consumer segments and how they communicate. Businesses should be ready to customize communication styles and channels based upon key customer segments What is your customer’s experience with your digital channels? Are you mobile-optimized? Are you posting frequently (and engaging?) with customers on social media? Do you have up to date information on your website and channels? Are you as easy to find online as you are down the street (location based search)? Are you offering live help (chat)? The average American adult spends 12 hours in front of a screen. This is up from 10 hours in 2010 (PGI, 2013). It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2011) 26 Hours vs. 68 Minutes (Unisys) 91% in reach 24/7 – I felt left out, not anymore (Morgan Stanley/Hubspot) Opportunities are there 8 Hours per day, 40% of searches while on TV. Are you ‘Open’ after dark? Chat 2008 vs Have it managed… James Casazza | FordDirect | SVP of Digital Retail Solutions |

10 Evolving Your Digital Strategy to Meet Demands
Setting the foundation with Gen Y Notes: If you’ve heard the buzz about Millennials and believe there’s value in pursuing this increasingly influential customer segment. Digital strategies should have a strong focus on the upcoming consumer audiences, including Millennials. Your digital tools allow you build unique and tailored relationships with Millennials. So, grab your smartphone, take a selfie and get ready to take the first important steps toward doing it. This is a generation that is always connected and never far from their phone. To capture them, you must go beyond the block-and-tackle digital activity and basic website – they expect more. The fundamental first step toward reaching Millennials is not simply for your dealership to be online, but to be smart online. A static, informational website is not enough to win Millennial business. This is an interactive consumer generation that thrives on reciprocity – not just receiving general information, but expecting it to be relevant and have an opportunity to respond to it. Grasping the Millennial trend is important, but these are the essential online strategies for capitalizing on it. Millennials want to interact with more than just a brick-and-mortar company, they want a brand with a personality and real people. Humanize your brand through social media channels and publish content that is about your dealership, your people and your community. Ex/MasterCraft on Instagram: Encourages followers to post photos of customized boats, their pets on their boats or surfboards, etc. Share posts on fun things your business is doing – celebrating a birthday, going to a sports event or a teambuilding activity. Millennials are more likely to do business with companies that appear fun and personable In the industry we are starting to see a convergence of the dealer brand with the OEM brand, especially with Gen Y. Generation Y is focused on their experience - so the brand is impacted by their individual at the dealership, as a representation of the OEM. Keep in mind that to this generation, time is more important than money. How you make an effort to provide excellent customer service with a Millennial is different than a Baby Boomer. For example, how can you consolidate service visits or get them in and out of the service bay quickly? Keeping in the service example, this is a great opportunity for you to build a relationship: Millennials, unlike their predecessors, don't have a trusted mechanic. Consider installing a part on a car that you didn’t sell. Don’t miss the labor opportunity and building trust to get people to come to the store. Millennials don't value the markup on the part, they value the labor (it can't be done by themselves). The part can be purchased for cheaper elsewhere - don't lose them on that. James Casazza | FordDirect | SVP of Digital Retail Solutions |

11 Evolving Your Digital Strategy to Meet Demands
What is the brand that you are building for your dealership? Why do people come to you rather than going down the street? Notes: One of the most impactful things about the customer experience is the relationship they develop and you manage throughout the product lifecycle. Differentiating yourself through your brand experience and the customer’s experience with that brand is what can set you apart from the dealership down the road. When implementing your digital strategy consider how you can tailor your interactions with customers and how you can make deposits with them throughout the year to retain loyalty. Importance of retention: Nearly 3 in 4 in-market shoppers switch from the brand first searched (Google) Build customer loyalty (retention) through meaningful and sincere interactions. Tips: Know your audience Before embarking on your retention strategy, understanding your audience is a key requirement to ensure the chosen retention tactics are in line with your existing customer base – so begin to build up a profile of the type of customers that interact with your brand. (Smart Insights) Personas To bring this existing data ”to life,” think about creating various personas of who your existing customer is. Types of personas should be built based on the data you’ve collated such as building an age profile, the channel they interact with, level of frequency in visiting your digital platform (website, mobile, app) and frequency of purchase. (Smart Insights) Retention Tactics: Thoughtful and relevant (timely) contact – birthdays, anniversaries. Building goodwill throughout the year without having a strong call to action. More passive and “thinking of you” Monitor performance With the chosen retention techniques in place, it’s crucial to measure and monitor the effectiveness of each channel throughout the campaign. (Smart Insights) Keep in mind that one person may prefer communication via direct mail, while others may respond better to , text messages or even social media Consider doing the following: Begin relationship building from day one, and continue to do so throughout the lifetime of the customer by acknowledging the little things. Birthday cards, vehicle purchase anniversary and ensuring customers are fully educated on the vehicle features after a purchase are just a few ways to add value and show the customer you care. Follow-up. Depending on the service or offer and customer preference, follow-up communications can be a great way to further your relationship and improve customer loyalty. Personalization. Not every customer is in the market every month. Segment and target customer communications, listen to your customers and personalize your message. Build profiles for your customers, understand their previous vehicles, shopping activity, sales staff experience/history James Casazza | FordDirect | SVP of Digital Retail Solutions |

12 Pinpoint Experiences to Build Relationships
Tailored customer communication, via digital and print, is the first step to building the customer relationship and a strong customer experience Notes: We now know the consumer’s path to researching and interacting with your dealership, and now we can tailor how we communicate to them. In the past you may have experienced a small response rate or inability to connect with customers, and it may not be from lack of interest but that they are not receiving the right message at the right channel through their preferred channel. Customizing content and your interaction allows customers to remember your brand more clearly and provides a positive experience. Find ways to engage with your customers on social media, direct them to your Facebook, Twitter and YouTube channels when they visit your main page, see your signature block or receive your business card. In a recent study, we found that 79 percent of consumers were opened to being contacted by a dealer occasionally or as often as need (Source: FordDirect Digital Automotive Shopping Survey 2013) (as compared to the auto manufacturer, finance company, or other dealers receiving the lead). Terry Kidd example Show use case/growth/importance ConsumerConnection At FordDirect, we have found success by segmenting customers, allowing us to customize s and call center follow up, which in turns increases closing rates for Dealers. Our recent solution, ConsumerConnection, a multichannel marketing platform, enables dealers to tailor communications to their customers and prospects at specific times and through specific channels. In a recent FordDirect study we found that more than 25 percent of consumers indicate that their preferred method of contact changes based upon the message that is being sent (Source: FordDirect Digital Automotive Shopping Survey 2013). Top Five Dealer Reports: service summary, sales summary, batch service summary, brake/tire/battery and owner advantage rewards. Repurchase Conquest & Purchase Service & Nurturing New Customers James Casazza | FordDirect | SVP of Digital Retail Solutions |

13 Pinpoint Experiences to Build Relationships
As mobile adoption continues to rise, so does the consumer’s expectations on your mobile experience Notes: As today’s shoppers become more familiar with, and reliant upon, mobile devices, it is critical that the businesses meet the demand for interactive, on-the-go experiences and information. Mobile is a great tool to create a seamless and consistent brand experience – building confidence and trust with consumers Smartphone adoption continues to grow at exponential rates. 90% of American adults have a cell phone – and 58% have a smartphone (Pew Internet, 2014) Customers use mobile for fast searches, so it allows them to quickly find key information by keeping it simple. Highlight your store information, inventory and how to contact you on your mobile site Ensure that all of your communications are consistent and work well together. For example, be cognizant when sending out an campaign that 50% of s are opened on a mobile device (Experian) Begin tracking your mobile metrics and note trends of what resonates most with customers and how they engage with your mobile Website 2.55 internet users will be a part of a social network by 2017 (eMarketer) BILLION James Casazza | FordDirect | SVP of Digital Retail Solutions |

14 Pinpoint Experiences to Build Relationships
Digital tactics such as digital and social media advertising, SEO and retargeting can create customers for life Notes: Having a strong focus on your customer experience, and a digital strategy that maps back to it creates a customer life. Leveraging the digital tools available to you creates the tailored and custom experience customers are anticipating. If you’ve not evaluated how digital and social media advertising, SEO and retargeting can grow your business with this segment, it’s time. DAS Social media platforms can also be effective, although knowing where to be is key Retargeting SEO (Offsite and Onsite) Search Engine Optimization (SEO) is a powerful tool because it helps ensure your business is seen when Millennials are conducting their initial online searches for local dealerships. Cater to your customer: If you want more search results and traffic to your site, you must gage what they are looking for and how you can service them better through your site, leading to higher ranking on search engines Example of dealers going beyond paid search Recently, FordDirect and Ford Motor Company partnered to offer a new solution to dealers, Digital Advertising Solution This solution enhances dealers search results through search engine marketing while coordinating search engine strategies. We are also working with dealers to expand their SEM to include more specific terms such as “Ford Fusion Detroit” to drive additional web traffic In addition to SEM, the solution offers a full line-up of advertising tools such as video pre-roll, social media display, mobile-optimized ads and more In a recent survey by FordDirect, we found that 26% of surveyed respondents have contacted a dealer because of its online advertising (Source: FordDirect Digital Advertising Survey 2013) Example of Dealers going beyond paid search (examples highlight the types of campaigns, rather than metrics based performance): A dealer in Florida added a Spanish language campaign that resulted in: 4.03% click thru-rate, average of 300 additional clicks per month, and ads are showing, on average in the top 2 positions. A dealer in Illinois has implemented Remarketing display ads: August stats – 203,937 impressions and 240 clicks to the website. July stats – 271,749 impressions, 417 clicks an 3 view-through conversions. James Casazza | FordDirect | SVP of Digital Retail Solutions |

15 Pinpoint Experiences to Build Relationships
Providing information in a variety of means, such as social media and mobile, allows you to connect directly with your customers PAID Result Notes: From a business point of view, one of the greatest advantages to social media is that it offers almost limitless avenues through which you can share information and ideas about your business -- and most importantly, retain those unique relationships. Customers will travel far to receive the experience they are looking for: 30% of customers will travel more than 40 miles to go to a dealership with positive reviews. The importance of actively managing review sites and social media channels: Example: Pat Milliken Ford Our website and mobile site come up first, followed up Google Local information on the right, Facebook links and Cars.com reviews. When you own and actively manage your channels there is no room on the page for conquest activity because you filled it with with your own properties: reviews and social media reviews. This can be good or bad depending on how you manage your channels and review process Among those respondents who have contacted a dealer because of its social media advertising, 74 percent did so in response to dealer Facebook ads, and an impressive 56 percent of those ultimately purchased from the dealer. Significantly lower contact rates in response to ads on Twitter (19 percent) and YouTube (18 percent) were reported. (FordDirect’s Digital Advertising Survey 2014) FordDirect SMRM FordDirect’s SMRM program actively monitors a dealer’s web presence. This is a base foundation that all dealers should have at a minimum as FordDirect wants to help create awareness for your dealership. Reputations take time to build. No silver bullet solution, as nothing will correct this overnight. Dashboard showing review sentiment over time with most recent reviews appearing at the bottom. ORGANIC Result James Casazza | FordDirect | SVP of Digital Retail Solutions |

16 Pinpoint Experiences to Build Relationships
Customers desire a positive experience and reviews impact their perception of what their experience will be Notes: Reviews Matter: From a business point of view, one of the greatest advantages to digital and social media is that they offer almost limitless avenues through which you can share information and ideas about your business  Placing a kiosk in the store allows for active rep. mgt. FordDirect follows up with reviews and we can push out to dealers’ websites and review sites, for a combo of onsite and offsite SEO Customers will travel far to receive the experience they are looking for: 30% of customers will travel more than 40 miles to go to a dealership with positive reviews. Customers desire a positive experience and reviews impact their perception of what their experience will be. Consider the following: According to a study conducted by the eTailing Group, 92% of Internet users read product reviews, and 89% of people say that reviews influence their purchasing decisions 63% of auto shoppers are less likely to purchase from a Dealer who receives negative comments (FordDirect Digital Automotive Shopping research 2012) Consider the fact that 79% of consumers trust online reviews as much as personal recommendations (Source: BrightLocal Consumer Review Survey, 2013) FordDirect found that 59 percent of consumers felt more positive about a brand when they saw the dealer respond negative comments (Source: FordDirect Digital Automotive Shopping Survey 2013) James Casazza | FordDirect | SVP of Digital Retail Solutions |

17 Measure to Make a Difference
Knowing how to measure what matters Notes: Now we know why the customer experience is important, what you need to do and how it can be done --- but what is it that you need to measure? Focus on what drives value for your business needs. For example, do you need to focus on cost per sale more than cost per click? People make the difference - work with providers who can tie this together for you and identify a contact within the store that will be in charge of reviewing the dealership’s metrics (DP or GM) Develop a regular and consistent schedule to review the metrics and tweak as needed. You can start quarterly to get an understanding and develop a solid foundation before shifting to more frequent reviews to adjust processes in a more timely manner. Understand what your metrics mean – if your page views have increased but not your leads, review your content to make sure calls to action are clear and review your Web site flows smoothly James Casazza | FordDirect | SVP of Digital Retail Solutions |

18 Updating Your Customer Experience
Apply best practices from other industries Identify how to deliver tailored content and engage with customers in a meaningful way Pinpoint specific dealer services and experiences to build relationships with current and prospective customers Measure the entire digital strategy to determine effective ROI Notes: As the industry embraces digital marketing strategies and tactics, professionals must understand that the age of mass marketing is dead – you have to appeal to individuals through customized content and communication. Dealers need to consider the brand and image they are building of their dealership through communication timing, channel usage, and messaging, while keeping in mind why consumers come to them in the first place, rather than going to another dealer down the street. Apply best practices from other industries, such as retail, to develop a meaningful customer experience beginning with digital communications. Identify which existing digital channels in your strategy can be leveraged to deliver tailored content and engage with customers in a meaningful way. How to measure the entire digital strategy to determine effective ROI. Pinpoint specific dealer services and experiences that provide the opportunity to build relationships with current and prospective customers. James Casazza | FordDirect | SVP of Digital Retail Solutions |

19 Contact Info Full Name: Company: Job Title : James Casazza FordDirect SVP of Digital Retail Solutions Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.


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