Posts Tagged Customer Relationship Management

Sometimes It’s Better To Cut Your Losses – Automotive Digital Marketing ProCom

Sometimes It’s Better To Cut Your Losses – Automotive Digital Marketing

Richard Holland writes: “Through the actions of this call center rep, and a customer with a recorder at hand, over 5 million people have now listened to this call.”

While it’s hard to believe that this is a typical experience, it only takes one extraordinary experience to make a huge difference. If that experience is good, wonderful things happen. If that experience is poor, there is always the chance that our always-connected world makes your business a celebrity – but not in the way you want to be known.

Great companies realize that great experiences can create more business for them.

They also know when it’s time to say goodbye to a customer who wants to leave. Providing a great customer experience is absolutely important to customer retention and loyalty. Smart business people also realize that providing a great customer experience for someone who doesn’t want to do business with you anymore can be just as important. That last impression can be vital.

How you say goodbye is just as important as how you say hello.

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Automotive Website Awards (AWA) Book is a Must Have for Car Dealers

The Automotive Website Awards (AWA) reception and celebratory event was held in conjunction with the 2014 NADA Convention in New Orleans.

Regardless of what anyone’s opinion is about the merits of the companies selected by Brian Pasch to receive the awards presented at this event, there is no other reference document, book, guide, website, Top Ten List or any other compilation of information regarding the companies that supply car dealers with eCommerce websites and associated peripherals that comes close to this book… As a reference tool used to see “Who’s Who” as an automotive supplier, the AWA Research Report for Car Dealers is without any competition… Neither is there anything out there that could serve as a reasonable substitute.

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So… With all that said, is this book worth the $50 cost to buy it from PCG Consulting? I have heard it said that actions speak louder than words. I purchased two of these books at the event in New Orleans and I paid full retail of $100. Every car dealer in America who considers Digital Marketing to be a core competency requirement for their business should order and retain this book… Every year.

If you are a Car Dealer then you need to invest the 50 bucks that this book sells for… The Automotive Website Awards #AWA2014 may not always pick the suppliers that I would have chosen, but the research done, which is published in this book, is the most comprehensive review of dealer website suppliers available from any source. Buy this book and review over 50 digital marketing suppliers who have their information listed, dealer customers cited and an assessment of their products and services shown. Learn more at http://ADMPC.com (photo taken at Automotive Media Partners, LLC)

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Auto Dealers Beware: New Texting Regulations In Effect – 7 Tips

Auto Dealers Beware: New Federal Texting Regulations NOW In Effect – 7 Tips for Mobile Marketers

New FCC Regulations In Effect: Telephone Communications Protection Act (TCPA)

With the latest Telephone Communications Protection Act (TCPA) rules settling into place, we’ve got to remember that not all texts are created equal.

Is your dealership’s texting up to snuff? Do what it takes to get there…because 97% of texts are opened and read within 3 minutes vs. 22% of emails!

Did You Know?

According to the latest Telephone Communications Protection Act (TCPA) rules:

  1. As of January 14, 2013 – Messages (phone calls and texts) must include the ability to immediately opt out.
  2. As of October 16, 2013 – You must get unambiguous written consent before sending telemarketing calls or text messages via automatic telephone dialing systems (ATDS).
  3. As of October 16, 2013 – Established business relationships with consumers no longer relieve you of that written consent requirement.

First Things First: What Are the New Rules?

The TCPA is often updated to reflect changes in technology and use, and the 2013 updates say…

  • Messages (phone calls and texts) must include the ability to immediately opt out – effective Jan. 14, 2013
  • You must get unambiguous written consent before sending telemarketing calls or text messages via automatic telephone dialing systems (ATDS) – effective Oct. 16, 2013
  • Established business relationships with consumers no longer relieve you of that written consent requirement – effective Oct. 16, 2013

Know Who and What You Text

So, what can your dealership do to insure compliance?

Check out these seven pointers, then make sure you do your research and talk with an attorney for specific legal advice*.  

Here are 7 urgent tips…

#1: Do you use SMS ShortCode programs for blasting text messages out to a long list of mobile phone numbers (used for mass marketing specials, contests, etc.)?

While they can be effective, they’re probably the most heavily regulated type of texting. It’s also the type that got the Lithia group in big trouble a few years back, resulting in a multimillion-dollar settlement. You may want to hit pause until checking with your vendor and attorney.

#2: Do you (or others at your dealership) text with customers?

If your employees text on behalf of the dealership from their personal cell numbers, you have a problem. You likely have no idea how employees got customers’ numbers and no record of their written consent to be texted. You also probably have no transcripts of the conversations and no control over opt-out messages. So while your dealership needed a system to manage and control one-to-one text messaging before the new TCPA regulations—a system like Contact At Once! Mobile Text Connect (MTC)—the need is truly urgent now.

#3: Do you have a process for gaining a customer’s express written consent to text?

It’s one of the new regulations as regards SMS text marketing, but it’s smart to apply it to any texting. So make it part of the process when capturing lead information. Keep a record of that written permission too, in case the customer challenges your dealership somewhere down the road. (MTC does all this for you, making it easy to be compliant and pull up records of written permission should the need arise.)

#4: Do you tell customers that “message & data rates may apply” when they text with you?

Even if they aren’t signing up for text marketing, this is a best practice. (MTC adds this on all consumer-facing calls to action, like the first “click to text” form.)

 

#5: Do you offer clear ways to opt out?

If marketing, you should include it in every message. If texting back and forth with customers (like about setting appointments), you should send it in the very first confirmation text message. (MTC automatically requires this opt-out message to be the first text you send.)

#6: Do you have a process for those who opt out?

Ensure that no one at your dealership texts them again by mistake. (MTC automates this compliance by blocking the phone number of opt-out customers…until that customer opts back in.)

#7: Do you already use a vendor to help manage your dealership’s one-to-one text messaging?

See if your vendor is up to date on the latest TCPA details. Then, make sure their system integrates mobile leads into your CRM, includes opt-out procedures, and lets you monitor and track the conversations so you can ensure these texts are used the right way…to provide information and customer service, not unrelated marketing. (If you are using MTC, you’re all set.)

Keep on Texting

Think that texting just isn’t worth this extra effort? Think again.

Texts sent to your customers bypass clutter and get read—Adtruth says that people check their smartphones 150 times a day.

And it’s in our interest to keep it that way. So while any rules change can be annoying, these TCPA changes can help prevent spammers from diluting a powerful communication channel.

That’s worth a few extra steps to ensure compliance!

*Please note: This article does not provide legal advice. Please consult your attorney for legal advice that pertains to your situation.

CONTINUE READING  AT THE ORIGINAL SOURCE OF THIS ARTICLE 

ADM Professional Community Members can download a full report in PDF file format:

TCPA-Guide-October-2013.pdf 

 

via Automotive Digital Marketing Professional Community.

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CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

CRM Triggered Personalized Customer Emails Outperform Bulk Email Campaigns for Car Dealers

 

Personalized Promotional Offers and Event/Time CRM Triggered Emails Seen Delivering Stronger Results than Mass Email Campaigns for Car Dealers and Automotive Marketers

The results stand in apparent contrast to study findings from MailerMailer last year. That study found that emails with the subject line personalized had lower open and click rates than those without personalization. The difference could be attributable to the sample set analyzed. The MailerMailer study took a broad view, looking at opt-in emails as a whole, while the Experian study analyzed promotional and triggered emails only.

I have seen where time spent detailing out the email templates that are triggered by lead status changes in a dealership CRM system creates a highly effective sales and marketing automation strategy. In my own personal experience, the many hours invested in creating custom email templates that are specific for such CRM activities as leaving a voice mail, trade-in estimate, payment quotes, changes in program interest rates for the specific vehicle the customer is interested in, or sending a price quote will pay off with a robust ROI. Customers receive a steady stream of personalized messages that are triggered by an event or timing that is predetermined and logically expected by the customer… When done properly, these automated highly personalized CRM triggered emails will elicit a thank you from customers for the diligence a salesperson has exercised in staying in contact with them. Quite simply, there are few other sales automation systems appropriate for car dealerships with as positive a result as robustly customized CRM implementations.

   

For CRM system triggered emails, those with the subject line personalized had an average open rate of 29.2%, about 25% higher than the rate for those broadcast email campaigns without personalization (23.3%).

  

As for unique click rates, personalized emails outperformed their counterparts for both promotional emails (3.2% vs. 2.3%) and triggered emails (6.7% vs. 4.4%).

   

The Experian study also finds personalization providing a significant lift in transaction rates and revenue per email:

  • For broadcast type promotional mailings, transaction rates were 7 times higher (0.35% vs. 0.05%), while for CRM triggered mailings, they were more than twice as large (0.62% vs. 0.25%)
  • For promotional mailings, revenue per email was more than 6 times higher ($0.26 vs. $0.04), and for triggered messages, they were 63% higher ($0.31 vs. $0.19).

Source 1: MarketingCharts.com/personalized-promotional-and-triggered-emails-s…

Dealer-to-Customer Emails:
Data Shows Longer Subject Lines Get More Clicks

These emails have a CTOR 94.7% above the average (and click and open rates 276.4% and 93.2% above-average, respectively). B2B emails show a similar trend, though not quite as clear cut. Emails with subject line length of 20 characters performed above-average for all 3 metrics, though the rates generally dipped after that until recovering from 90 characters in length and up. The peak for open rate was 20 characters (24.6% above-average), while the peak for click rate was for 140 characters (82.7% above-average) and for CTOR was also 140 characters (72% above-average).

E-commerce Emails Show Mixed Trends

Data from Adestra’s subject line study indicates that when it comes to the e-commerce sector, the results are fairly mixed. Subject lines 110 characters in length performed best for open rates (122.4% above-average), but those 70-characters-long did best for click rates (91.1% above-average), while those with 30 characters achieved the best CTOR (17.4% above-average), despite the latter having below-average open and click rates. Overall, subject lines with 70 characters appeared to do the best, with above-average performance in each metric.
  

For the events sector, short subject lines (20-30 characters) got the highest open rates, while longer subject lines (120-150 characters) got the best click rates and CTOR. Publishing emails displayed the same pattern as events emails, though for charity emails, short subject lines had the highest open, click, and click-to-open rates.
  

Overall, across the 6 sectors studied, despite an open rate peak for emails with 20 characters, longer subject lines (100+ characters) appeared to deliver better open, click, and click-to-open rates. This compares with recent studies from MailerMailer and Informz, which found shorter subject lines to clearly have the best open rates, though with mixed results for click rates.
  

Word Count Results Similar

Further results from the Adestra show that word count length has a similar effect to that of character count, but is amplified. Email subject lines that are a single word have a spike in open, click, and click-to-open rates relative to the average, though all metrics dip in response rates alongside increasing word length, until 15 words and longer, when they begin to rise and hit new peaks.
  

Looking at the results by sector, some interesting patterns emerge. For e-commerce emails, 1-word subject lines had the highest open rate, but 4-word lines had the best highest CTOR relative to the average. For events emails, shorter word counts (2-5) delivered the best open rates relative to the average, but longer word counts (19 and up) delivered both the best click and click-to-open rates relative to the average.
   

For the publishing sector, the results were clearer: longer subject lines delivered generally higher-than-average open, click, and click-to-open rates, aside from a spike at 2 words. For the charity sector, short subject lines did well for open and click rates, and longer counts (14 words and up) performed worst for click-to-open rates.
  

In the B2B and B2C sectors, open, click, and click-to-open rates were generally better for longer word counts, though 2-word subject lines performed best overall in the B2B sector.

“Coupon” Fares Worst Among Offer Terms

Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results.

  

According to Adestra, the words “sale” and “% off” performed best in click rates and CTOR relative to the average for offer emails, and also perform among the best for open rates.

   

Other Findings:

  • For the events sector, using currency (particularly $ signs), first names, “thousands,” or “millions” can have an uplift for all 3 metrics.
       
  • For the publishing sector, “video” and “exclusive” perform very well relative to the average, while the terms “newsletter,” “research”, “report,” “forecast,” and “intelligence,” all perform significantly below-average.
       
  • For the charity sector, the words “appeal” and “donate” fare poorly compared to the average, while “give” has above-average results.
       
  • For the B2B sector, currency symbols, as well as words such as “profit,” “revenue,” “turnover,” and “referral” perform markedly above-average, while the term “B2B” shows very poor response rates.
       
  • For the B2C sector, “sale,” “% off,” “video,” “exclusive,” and “new” perform best, while “coupon,” “half price,” “free,” and currency symbols are below-average.
       
  • According to a July 2012 report [pdf] from Experian, including the word “exclusive” in the subject line can provide a lift of 14% in promotion mailings (15.9% with vs. 14% without). Similarly, subject lines including “top 10″ or “top 5″ deliver open rates 13% higher than promotional emails without them (16.1% vs. 14.3%).
        
  • Also per the Experian findings, emails asking customers to rate and review purchased items generate 2 times higher open rates, 39% higher click rates, 22% higher transaction rates, and 32% higher revenue per email.

About the Data: The Adestra study campaigns had more than 5,000 recipients per campaign, but were not limited to large campaigns. The study was conducted across the client basis without regard to list size.

 

via  Automotive Digital Marketing Professional Community.

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Josh Vajda Advises Car Dealers on How to Communicate with Mobile Customers

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

How to Communicate with Mobile Customers

It’s becoming more common for customers to shop, communicate and conduct daily business using their mobile devices.

If you are selling cars in a dealership, I’m guessing you’ve received many responses from customers with the signature “sent from my iPhone/4G-LTE smartphone/mobile device.” When you see this type of response, do you attempt to communicate as you normally would?

 

Almost all of the e-mail templates and responses I have seen were created for customers who are sitting at their computers. Many salespeople have been trained to reply to an Internet lead with a fairly long, personalized response that includes links to several pieces of inventory, reasons for buying from this dealership and one or two questions designed to engage. This type of e-mail is great if your customer is sitting at the computer. But if you send that same response to a mobile customer, they’re probably not going to engage.

 

So what’s the best way to communicate with a mobile customer? Here are a few tips:

 

1)    Get to the point. Mobile customers don’t think or respond the same way, and don’t have the same level of patience as when they’re sitting at home on their computers. A mobile customer is probably going to be distracted; multi-tasking, bouncing from checking e-mail to Facebook, to Twitter, to attending to their daily life. For this reason, keep your e-mails to no more than a couple sentences and you’ll be more likely to engage that customer in a conversation.

 

2)    Choose attachments and links carefully. If you’re used to sending a brochure about your dealership, an embedded video, or showcasing a particular vehicle with hundreds of photos, think twice before sending memory-heavy attachments to the mobile customer. Mobile users aren’t likely to open an attachment that’s difficult to view on a small screen or takes a long time to download. Instead, send a link to a video or send one good photo of the car that they inquired about.

 

3)    Be Patient. On mobile devices, many people respond one line at a time, as if in a chat. Going back and forth one line at a time may become frustrating to you. But remember, this is not about you, it’s about the customer and their needs. You may reach a point where you think that one phone call could replace all this, and ask the customer to just call you, or you may try calling them. Or you may be tempted to write, “if you set an appointment to come in and take a test drive, all your questions will be answered.” Yet, just as we’ve been taught to earn the right to ask for the sale in the traditional sales process, you must earn the right to ask your mobile customers. When you’re communicating via mobile, it may take a lot longer, moving one small step at a time. Trying to skip ahead in the process could disconnect them from the conversation.

 

What tips do you have for communicating with mobile customers?

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

English: Washington, DC, April 27, 2010 -- FEM...

English: Washington, DC, April 27, 2010 — FEMA launched web pages that now work on mobile devices and residents now have the option of getting FEMA assistance information on their mobile phones. The address is http://m.fema.gov. FEMA/Bill Koplitz (Photo credit: Wikipedia)

 

 

 

 

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Schedule an ELEAD1ONE Demo at NADA 2013 in Orlando – Proud Sponsor of the ADM Professional Community

Schedule an ELEAD1ONE Demo at NADA 2013 in Orlando – Proud Sponsor of the ADM Professional Community

 

Going to NADA 2013? Schedule an ELEAD1ONE Demo Today!

NADA 2013 – Schedule a Demo to Learn More About ELEAD1ONE’s Exciting New Products and Enhancements!

ELEAD Virtual BDC 


NADA Virtual BDC photo NADA 2013 Schedule a Demo Today!

ELEAD1ONE 500-seat, automotive-only Virtual BDC offers dealers the exact outbound and inbound call package needed to increase profits. Our professional phone specialists are experts in appointment generation, follow up and maximizing customer relations. Visit our website for more information on Virtual BDC.

ELEAD CRM – Automotive CRM


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ELEAD CRM is the fastest and most stable automotive CRM solution proven to attract, manage and retain more customers. Performance-driven lead management and sales automation solution maximizes every sales and service opportunity. Visit our website for more information on ELEAD CRM.

 ELEAD Digital – Digital Marketing


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ELEAD Digital provides dealers a more cost effective and results-driven approach to monitor web presence, marketing efforts and social media.  The ELEAD1ONE full function websites and digital strategies produce much higher lead and conversation rates.  Visit our website for more information on ELEAD Digital.

AutoPilot – Service Marketing


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Autopilot provides full execution and fulfillment of all email, direct mail, text and live call service marketing. Strategically automated service marketing campaigns designed to increase customer retention and generate maximum fixed operation profits. Visit our website for more information on AutoPilot.

 GoldDigger and Perfect Prospect – Data Mining


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ELEAD1ONE blends our state-of-the-art Virtual BDC with best-in-class data mining technology to deliver more ready-to-buy sales and service customers to car dealerships every day. Provides the greatest return on marketing investments. Visit our website for more information on GoldDigger and Perfect Prospect.


Learn Why ELEAD1ONE is the Best Solution Proven to Sell More Cars and Maximize Lifetime Customer Profitability!

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via Automotive Digital Marketing Professional Community

 

NADA Convention 2011 in San Francisco
NADA Convention 2011 in San Francisco (Photo credit: DigitalRalph)
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Dealer Website Best Practice: “Talk To The Dealer” – Marketing Professionals

Dealer Website Best Practice: “Talk To The Dealer”

Does Your Dealership Have a “Talk to the Dealer” Website Page?

Recently I was contacted by Darin Wade, the owner of the new Power Ford of New Mexico in Albuquerque to assist in the development of a BDC and Digital Marketing Strategy.  One of the key differentiators that Darin had already implemented, which I became aware of during my visit was a feature installed on his website that is titled “Talk To The Dealer”. 

Here is a screenshot of what it looks like:

Here is where it gets interesting… As I was meeting with Darin and John Fachko, his GSM, I submitted the form from this page and asked Darin if he received it… Nope.  However, I did receive an automated response telling me that my inquiry had been assigned to a Power Ford salesperson…

Huh? I thought I was “Talking to the Dealer”?

We contacted the Power Ford website provider and rerouted the form submission to Darin’s personal email and his cell phone email. As they were instructed when the page was requested…

Every hear the acronym “QA”? It is an acronym for “Quality Assurance” testing, a process that technology providers are supposed to implement after a change is made to verify that it works as intended. 

This is a great example of a well designed and thought out tactic which could have easily been determined to be a failure had too many customers submitted the form and then received an automated response from Power Ford’s Contact Management system informing them of the salesperson who has been assigned to their “Talk to the Dealer” inquiry… This would have been perceived by most customers as being what a Twitter user would describe as an “#EpicFail”. The “Quality Assurance” process from the dealership’s website supplier SHOULD have uncovered this point of failure, but it is also incumbent on the dealership to verify the quality of the work being delivered by their suppliers… Which we did, within 15 days of the new website being launched.

Lesson Learned? Periodically validate each and every online lead form and customer inquiry tool. Ensure that you know each customer inquiry is being routed to the right place.  I recommend that dealers submit a test lead via each every Call to Action online form offered to website visitors each month and then evaluate any automated responses for optimum messaging and how appropriate they are relative to the nature of the customer’s inquiry, as indicated by the location and intended use of the online form.

BTW Bonus… Take a close look at the “Copy and Paste” from the Power Ford “Map & Location” page I posted below.  Then, use the comment form to tell me what you think is the most interesting element. If you look closely, you will see something that I believe every dealer website should provide, but which I have never before seen on a dealer’s website…

Be the first ADM Member to tell me what it is (using the comment form below) and I will pay for your registration to attend AutoCon 2013, an $895 value.

Power Ford
1101 Montano NE
Albuquerque, NM 87107
 505-766-6600 FREE  
Send Address to Mobile Device

Departments – Click to display

  • New Sales
     855-347-7202 
  • Used Sales
     855-347-7202 
  • Finance
     855-347-7202 
  • Service
     855-348-1314 
  • Parts
     855-348-1315 

via Automotive Digital Marketing Professional Community

Downtown Albuquerque, NM, just after sunset. F...

Downtown Albuquerque, NM, just after sunset. Features the Compass Bank building (purple), the Bank of America building, the Wells Fargo building, and the New Courthouse, plus a Carl’s Jr. restaurant. Cropped a little black sky off the top in Photoshop, but the colors are as the G9 took them. This is easily my #2 Most Viewed Pic. It reached 300 Views on Dec. 23, 2007. It is also my #3 Most Interesting Pic. Congratulations! On 4 Feb 2008, it reached 500 Views! On March 6, 600! (Photo credit: Wikipedia)

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