How to Create a Customer Experience that Keeps Them Coming Back Nathan Usher Full Name I Company I Job Title I Nathan Usher I DealerSocket I Director of Business Development I

1 4 car purchasers turns to mobile every day to research vehicles - Google IN _ _

Nathan Usher I DealerSocket I Director of Business Development I 1. The Digital Store 2. Cultivating Relationships with Current Clientele 3. Technology & Global Inventory Access Agenda

Nathan Usher I DealerSocket I Director of Business Development I What is your biggest lead source? In other words, how do most of your customers actually find your dealership?

Nathan Usher I DealerSocket I Director of Business Development I The most influential source of research leading to the connection with a dealership = internet research 55% of Millennials, 57% of Gen Xers and 51% of Baby Boomers found a dealership after doing research online Referrals, walk-ins and prior experience accounted for only 7% to 17% Source: Autotrader The Digital Store: Transaction Begins Online

Nathan Usher I DealerSocket I Director of Business Development I The Digital Store: Reduction & Personalization 75% of drivers would consider conducting the entire car-buying process online - including financing, price negotiation, back office paperwork and home delivery (Accenture) Less than half a percent of customers currently enjoy the car-buying experience (Autotrader) Objective = streamline and tailor the car-buying experience to the preferences of today’s buyer

Nathan Usher I DealerSocket I Director of Business Development I 78% of customers are influenced by negative online reviews – invite customers to complain, on your terms 48% of online shoppers use tablets or mobile devices - ensure your website is mobile friendly Make it easy for customers to find things they are searching for on your website (e.g. pricing, trade-in value, dealership location/hours) Incentivize prospects by offering off site test drives – the car-buying process should be convenient The Digital Store: How to Stay Competitive

Nathan Usher I DealerSocket I Director of Business Development I There’s a big difference between a satisfied customer and a loyal customer - never settle for “satisfied” -Shep Hyken Customers need to be engaged through the entire lifecycle in both sales and service What you are doing to cultivate relationships with your customers? Cultivating Relationships with Current Clientele

Nathan Usher I DealerSocket I Director of Business Development I

Introduce new customers who purchase a vehicle to their service department Schedule first oil change at the time of delivery 15% of dollars spent in Service Drive goes toward purchase of next vehicle Northtown Chrysler Jeep Dodge Ram

Nathan Usher I DealerSocket I Director of Business Development I The more you know about a customer, the better able you are to personalize your interactions with them.

Nathan Usher I DealerSocket I Director of Business Development I

Technology & Global Inventory Access “Franchise dealers will have access to about 550,000 additional used cars taken as trades and returned leased vehicles” – Edmunds Edmunds analysts are expecting the average price of used cars to drop, perhaps up to 2 percent Increase focus on inventory management economics to avoid significant profit erosion as a result of an oversupply market

Nathan Usher I DealerSocket I Director of Business Development I 1. Reduce transaction time & make it as convenient as possible during the purchasing process 2. The more you know about a customer, the better able you are to personalize your interactions with them 3. Pull multiple inventory management levers and leverage the power of group operations Key Takeaways

Share an important takeaway you received from this session using hashtag #DD20 for a chance to win an iPad Contact Info Full Name: Nathan Usher Company: DealerSocket Job Title: Director of Business Development