Pub. 15 2016-2017 Issue 1

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 13 new jersey auto retailer W W W . N J C A R . O R G □ Inbound Service Appointment Requests □ Inbound Service General Question Requests □ Other _______________________________________ Outbound Phone Calls □ Unsold showroom traffic calls □ Missed appointment for sales and service calls □ Declined service calls for reappointment □ Service recalls for appointments □ Special order parts calls □ Customer service satisfaction survey calls □ Other _______________________________________ Business Growth & Digital Marketing □ Customers in equity contact and resale □ Lease terminations and renewals □ Website general oversight and updates □ Vehicle photos - Vehicle descriptions - Vehicle pricing □ Vehicle videos □ Specials, Incentives, etc. □ Database Management □ Database Marketing (eNewsletters, email blasts, etc.) □ Search Engine Optimization and Marketing □ Lead Source Selection and Management □ Metrics and source accountability □ Social Media Management □ Other _______________________________________ Other □ Live Chat □ Text Messaging □ Video Creation (welcome, thank you, etc.) □ Other _______________________________________ The goals will become your Key Performance Indicators and will help determine whether you are on track to achieve your vision. Your goals will support your previously determined roles and responsibilities. For example: If one of your roles was to respond to inbound sales calls you can have goals for received call volume for your team, data capture (info, contact details, etc.), appointments set, appointments confirmed, ap- pointments kept and vehicles sold. For each goal you will need to establish a goal benchmark and keep adjusting upward as your team progresses. Focus 2 – Customer Experience Create an experience that helps customers achieve what makes them happy. Our experience and engagement with customers has helped us establish the following: Happy Customer Checklist √ A quick response
 √ Answers to their questions
 √ A price without a fight
 √ A reasonable trade value
 √ A knowledgeable salesperson √ A quick and easy transaction If you want to win over a customer, your process is the best approach. Create a VIP-level experience for your customer, which inspires them to come in for a dealership visit. You miss so much when focused solely on making an appointment. It’s best to recognize the role of the BDC is to provide excellent service to shoppers, and that includes creating an awesome in-dealership experience. When your BDC team truly believes the experience in the dealership is “brag-worthy,” they will naturally express this to your customers. Conversely, when they feel the in-dealership experience is subpar because of what their customers have shared with them, they tend to be less enthusiastic to talk someone into a visit. Focus 3 – Utilize Efficient Processes and Creative Tactics Process is the science and tactics are the art and they drive results when properly deployed. We’ve updated our recom- mended processes since we started creating BDC’s in 2003 and recognize that the dynamics of the business dictate ongoing updates. You will want to think the same way when designing your own processes. A recent study by DealerSocket amplified how critical multiple calls to Internet Prospects were in creating a high connection rate. In fact, they identified that the best performing dealers actually made 8 calls and only sent 3 emails to Internet lead prospects. Average performing dealers only made 3 calls, yet, they sent 4 emails. The high call volume dealers had 117% better sales results. It is also important to not utilize a call everyday strategy be- cause that will hurt results and drive high employee turnover. Creative tactics are essential because your customers need to engage with your emails, calls, voicemails, text messages and videos. Some advocate for not leaving a voicemail with every call but shoppers have indicated they don’t like being stalked BDC EFFECTIVENESS  continued on page 14