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Business Process Outsourcing (BPO) for OEM Enterprises
ADP Tier 3 Digital Marketing Consultants Business Process Outsourcing (BPO) for OEM Enterprises ADP is the leading provider of BPO Human Resource solutions in the USA, Canada, Mexico, UK and Europe… Our expertise in recruiting and selecting the ideal candidates, preparing them, supporting their role requirements, managing executables and compensating these strategic resources produces superior results for our OEM clients. The ADP Dealer Services knowledge base and acquired intellectual capital around dealership operations, best practices, staffing requirements, compliance and how to compel dealers towards implementing digital marketing strategies, lead management processes and applying the resources to sustain execution is unequaled in the auto industry. ADP Digital Marketing Consultants have an average of 8 years dealership management experience and have been implementing processes and training dealership staff for an average of 4 years. We have the most qualified people in the industry…
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Business Process Outsourcing (BPO) for OEM Enterprises
ADP Tier 3 Digital Marketing Consultants Business Process Outsourcing (BPO) for OEM Enterprises ADP is the leading provider of BPO Human Resource solutions in the USA, Canada, Mexico, UK and Europe… Our expertise in recruiting and selecting the ideal candidates, preparing them, supporting their role requirements, managing executables and compensating these strategic resources produces superior results for our OEM clients. The ADP Dealer Services knowledge base and acquired intellectual capital around dealership operations, best practices, staffing requirements, compliance and how to compel dealers towards implementing digital marketing strategies, lead management processes and applying the resources to sustain execution is unequaled in the auto industry. Our BPO Clients include: This slide should be used as a prompt to the speaker for a brief description of who the catalysts are on the ADP team at ADP Transformation Services. The emphasis here is that there is a “TOP GUN” team of consultant-trainers who will work with a dealer to implement the changes needed at his/her dealership… Kansas City Region
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Do your dealers confuse web sites with Web strategy?
Web Sites vs. Web Strategy Do your dealers confuse web sites with Web strategy? Are they actively driving regional traffic to their web sites? Are they getting enough qualified leads from their sites? Are they converting leads and appointments into sales? Are they maximizing their dealership eBusiness revenue? Web Brand Management Strategy Traffic Interactive web site / Buying Services Process Sales
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Web Site/Buying Services S ales
T.I.P.S. Strategy T raffic Visitors to Dealer’s web site eBusiness Revenue I nteractive Web Site/Buying Services S ales Leads Appointment shows Appointments set P rocess
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Sales Key Metric: Benchmark Ratio: Strategy Approach: Process Growth:
Web Brand Management Functional Area: Key Metric: Benchmark Ratio: Strategy Approach: Process Growth: Traffic Unique Visitors to Site 20x Unit Sales (100 sales = 2000 UV’s) Integrated Marketing Strategy Incorporating the web site URL and reasons to visit site in all promotions Interactive Web Site Forms Submitted / Unique Visitors 1.8% = Average 3% = Good 5%+ = Excellent Assign Web Site management responsibility to a specific person Inventory displayed to include photos, descriptions & pricing + Specials + Forms Analysis + Web Trends visitor analysis Process: (Phase 1) Appointments Scheduled / Forms Submitted 20% = Average 35% = Good 50%+ = Excellent Empower dedicated people to respond effectively Fast response to leads that includes full info disclosure, followed by phone contact and appointment request Process: (Phase 2) Showroom Visits / Appointments Scheduled 50% = Average 65% = Good 80%+ = Excellent Appointment Validation process Confirmation with map and directions followed by manager’s call Sales Vehicle Deliveries / Showroom Visits 60% = Good 70%+ = Excellent Streamlined approach that focuses on convenience Client Visit agenda review, vehicle & doc’s prepared in advance of arrival
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Challenge – Online Traffic
Are you driving customers to your web site? Are you maximizing your URL placement so search engines push your web site? Traffic Additional Online Profits I nteractive Web Site/Buying Services Sales Leads Appointments show Appointments set Traffic Interactive web site/ Buying Services Process Sales Process
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Solution – ADP Consulting Services
Having the best web sites in the world will not drive customers to dealer sites! Create effective dealer marketing strategies Consult with dealers about search engine placement for regional searches Traffic Additional Online Profits I nteractive Web Site/Buying Services Sales Leads Appointments show Appointments set Process Traffic Interactive web site/ Buying Services Process Sales
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Give Consumers What They Want
Inventory: #1 Visited Module 50%-70% of a consumer’s time is spent looking at inventory Inventory uploaded from any DMS provider Real-time integration for ERA3 users Consumers cannot search themselves out of a vehicle Traffic Interactive web site/ Buying Services Process Sales
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Give Consumers What They Want
Electronic Brochure: #2 Visited Module Complete brochure information Hot Linked to dealership’s inventory – instead of having to search again Customers can print a brochure online Use as a selling tool on the sales floor Call-to-action Buttons offer numerous ways to offer customers a way to request action from a dealer Customers can view alternate options and features (i.e. different trim packages) Traffic Interactive web site/ Buying Services Process Sales
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Dealer customized online forms
Forms Customization INCREASES Leads! Qualify their buying needs Create the content your customers want Let customers communicate they way they speak Traffic Interactive web site/ Buying Services Process Sales
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Give Consumers What They Want
Specials and Promotions: #3 Visited Module Most exciting specials program POP UP WINDOWS, STAR BURSTS AND VIDEOS Consumers can link to specific inventory related to specials versus starting a new search Extend your advertising efforts by displaying your current print ads Traffic Interactive web site/ Buying Services Process Sales
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Personalize Dealer Sites With Live Chat
Live chat with prospects Personalized attention Sales people work with web customers as if face-to-face Intelligent agents available when dealer staff are not Traffic Interactive web site/ Buying Services Process Sales
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Better Customer Service with Intelligent Agents
Conducts “conversations” with prospects. Qualifies the serious buyer Provides an automated yet natural conversational experience Pushes relevant content to web visitors Available 24 x 7 Traffic Interactive web site/ Buying Services Process Sales
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Manage, Measure, and Improve
Pitstop™ Make changes real-time Access inventory and data reports Review web site statistics Access the Forms library Create specials, rebates and vehicle promotions Robust accounts Manage security …and more! Traffic Interactive web site/ Buying Services Process Sales
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Manage, Measure, and Improve
Web Trends Site Metrics Provides detailed reports on: Visitor information Time spent on each dealer’s site Top visited pages Exit page patterns Repeat Visitors vs. 1st Time Visits Visitor activity patterns Activity by date, month & quarter …and more. Traffic Interactive web site/ Buying Services Process Sales
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Manage, Measure, and Improve
Web Trends “Top Exit Pages” identifies where, and helps dealers understand why customers left the dealer’s Web site before interacting with the dealer, or submitting a lead Traffic Interactive web site/ Buying Services Process Sales
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Next slide shows close-up
Manage, Measure, and Improve Web Trends “Top Search Engines” supplies information on the top search engines that refer customers to the dealer’s Web site, along with the words and phrases searched that resulted in the dealer’s site being shown in the results Next slide shows close-up Traffic Interactive web site/ Buying Services Process Sales
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Manage, Measure, and Improve
Web Trends Decipher between unique and returning visitors on a daily, weekly, monthly, quarterly or annual basis Traffic Interactive web site/ Buying Services Process Sales
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OEM Compliance & Dealer Identity
BrandProtect™ Multi-franchised Dealer Groups can meet OEM brand guidelines with one web site Customers see different “looks” depending on where they “clicked” on site referral Endorsed by SCION, Nissan/Infiniti, Honda/Acura, Mitsubishi, NAMAD, and Mini Jim Click Auto Group Portal Referred site Nissan OEM Referred Dealer Web Site Traffic Interactive web site/ Buying Services Process Sales
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BrandProtect: OEM Branding Compliance OEM Dealer Search Example
Automark’s proprietary technology allows OEM’s to establish a consistent and clear brand message while providing dealers with the ability to have a unique regional identity that can be associated with their dealer group multi-franchised offerings. Since Automark site’s are database driven, each dealer maintains only one site with two different appearances depending on where the customer arrived from. OEM Dealer Search Example Traffic Interactive web site/ Buying Services Process Sales
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BrandProtect: OEM Branding Compliance
Dealer’s site, referred by brand site, is controlled by the OEM
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BrandProtect: Dealer Group Identity
Dealer Group Portal Example:
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BrandProtect: Dealer Group Identity
Dealer Group Site Example: Non-Compliant Link to Group Site Non-Compliant Link to Dealer Group’s TV commercials Same specials and inventory data
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Challenge – Leads on Sold Vehicles
How many of your dealer’s online customers are submitting inquiries about vehicles that are already sold? Stop the HEAT! Traffic Interactive web site/ Buying Services Process Sales
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Solution – STOP Displaying Sold Vehicles
Real-time Vehicle Inventory Integration For ADP ERA3 users As inventory changes occur in ERA3, new data is automatically pushed to the dealer’s web site within 18 to 180 seconds Web site visitors view real-time updated inventory information New vehicle inventory is listed on web sites as soon as a stock number is assigned in dealer’s ERA3 DMS Pre-owned vehicles are listed on dealer web sites as soon as they are stocked in by F&I (trade-ins) of Business Office (purchases) Sold vehicles are removed from the dealer’s web site inventory within seconds of a sale being posted (F12’d) in ERA3 Eliminates leads coming in on sold vehicles Traffic Interactive web site/ Buying Services Process Sales
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Solution – Drive DEALERSHIP sales
Parts and Accessories Service Sales Aftermarket Traffic Additional online profits I nteractive Web Site/Buying Services Sales Leads Appointments show Appointments set Traffic Interactive web site/ Buying Services Process Sales Process
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Solution: Shopping Cart Technology
AutoCart Sell more manufacturer and custom accessories Detailed reporting provided on all sales and leads Drives additional profits lost to decreasing sales gross Coming Q4, 2003 – credit card billing! Customers order accessories directly from your web site. Traffic Interactive web site/ Buying Services Process Sales
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Solution: Menu Driven Aftermarket Sales
Multi-media Presentations Additional value-added products and services to your customers. Great tools for educating new employees Extended Service Contracts Gap Insurance NetworkCar Protection Show Chemical Shows Lease vs. Finance Cash vs. Finance LoyaltyLink Traffic Interactive web site/ Buying Services Process Sales
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Challenge – Convert Leads to Sales
Are your dealers converting as many leads as possible into showroom appointments? Do their customers show for the appointment at the right time… All the time? Are your dealers closing sales on their customer appointments when they get to their dealerships? Traffic Additional Online Profits I nteractive Web Site/Buying Services S ales Appointments show Leads Appointments set P rocess Traffic Interactive web site/ Buying Services Process Sales
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Solution – ADP Consulting Services
Implement a Lead Management Tool and processes to provide positive experience for ALL customers who submit leads Send out the most effective responses Understand the best methods for telephone contact Know how to recruit, hire & train Internet Sales Managers Learn creative methods for increasing appointment show rates Streamline fulfillment processes to reduce time at the dealership Use dealer web sites to improve the customer’s experience and bring them in for parts, accessories, aftermarket and service Independent Study Validates ADP Training Traffic Additional Online Profits I nteractive Web Site/Buying Services Sales Appointments show Leads Appointments set Process Traffic Process Interactive web site/ Buying Services Sales
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Dealership’s ISM or ISR writes a
Dealership Receives Lead Lead Response Flow Chart Example Business Hours After Hours Internet Sales Rep Auto Responder Dealership’s ISM or ISR writes a Customized response using a pre-designed template and sends to customer within 30 minutes of receiving lead Phone Contact Contact Not Reached By Phone Reached By Phone ADP process training and consulting will define the dealer’s lead management processes, while providing the skills and know-how to execute the process steps Voice Mail 30 Minutes Later No response To Reached By Internet Sales Process 24 Hours Later 24 Hours Later This is an example of a “Lead response” flow chart that a ADP Catalyst designed for one of our dealers… This was used during the planning stage so that we would have a “blueprint” of what was we being implemented when we put our plan into action. By documenting each step of the process we create a “song sheet” that is easily referred to by all members of your team so that everyone knows what the plan of action is and what they are supposed to be doing! Internet Sales Process Schedule Appointment Voice Mail 48 Hours later Closure 5th Day Internet Sales Rep Internet Administrator 5 Days Later Delivery
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Thank you Thank you… Next Capabilities Review is: Dealerpoint Lead Management System
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