winning the customer with a great experience
TRANSCRIPT
October 13th-15th, 2013The Bellagio Hotel, Las Vegas
Winning The Customer With a Great Experience
Jeff Kershner – Founder, DealerRefreshVP of Experience & Strategy, HookLogict: @dealerrefreshw: dealerrefresh.com
Ryan Leslie – Director of Dealer Experience, DealerRater.com t: @jtleslie
Agenda
• 200 “Real” Reviews in 200 days• “Mobile” means more than your website • Avoid consumers “showrooming” your ass• “Showrooming” isn’t always bad news
200 “Real” Reviews in 200 Days
We all know reviews are important to consumers, right?
200 “Real” Reviews in 200 Days
After this, there is no turning back.
… You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the
rabbit-hole goes.
After this, there is no turning back.“Real” Reviews are the result of“Real” Consumer Experiences
•“Reputation Management” is Bull...logna!
•“Online Reputation Management” is a Fallacy!
•Authenticity Rules!
Sep 30, 2013 - New York Sues 19 Companies for Fake Reviews. Recently, review sites and state attorneys general have begun to crack down on fake reviews ..
Aug 28, 2013 - In a lawsuit a month ago, Edmunds accused Texas-based Humankind Design Ltd. of registering nearly 2,200 fake member accounts
Sep 17, 2013 - Yelp is suing a San Diego law firm for allegedly seeding its Yelp page with “fake reviews” from non-existent clients. Julian McMillan, who owns ...
“Astroturfing” in the news
• Ask EVERY breathing person that walks through your door for a review…– Resist the temptation to “cherry pick” the
positives– Resist technology options that “automatically”
skew positively on 3rd party sites
• Blow Up your Silos– Review Collection isn’t just for sales
• Consumer interest in Service Reviews is growing
Blow up your silos!
Sales FinanceService
Replace with Your Contact Information or DELETE
Google Trends shows increased interest in service reviews…and climbing!
Replace with Your Contact Information or DELETE
Reputation is as important to Service as Sales-The Stats
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13,702 x 50% = 6851
6851 x 50% = 3425
3425 x 50% = 1712
1712 x 50% = 856856 x 50% = 428428 x 50% = 214214 x 50% = 107
How many times do I need to cut it in half?
ReviewAbsorption
Rate
ReviewAbsorption
Rate
Service Reviews need to be on your
radar!
•More Opportunities•More Frequency•Growing Interest•Early Adoption
High Fives Are FREE…Give Them FREELY!
CA$H ATTN
•Bottom Up Solution•Stupid Easy•Quick Fix;Low Effort•Low Impact on CX•Short Term Payoff
•Top Down Solution•Requires Planning•Requires Intention•High Impact on CX•Culture Change
Behavior Modification
K.I.S.S.•Read reviews in meetings•Post reviews in Breakroom•Email to “all” to recognize excellence from GM or DP•Best review of the week rewards•No Lot duties•Eat first on Saturday
Put the “ME” in TEAMStrategies to involve your team in
your reputation
Replace with Your Contact Information or DELETE
Reviews Differentiate
The Best fromThe Rest!
Megan BartoInternet Director
Merchandise your Employees
• Teach them to be their own brand• Embrace the competitiveness on your floor
and in your drive• Every Review for them is a review for you!• Use Mobile to leverage differentiation
between them and their competitors!– Cars.com mobile shoppers are 184% more likely to
read Dealer Reviews than desktop users.– 25% of DealerRater traffic is Mobile
Brave New Digital World
120 million owners
50 million owners
Everyone is now connected
Even Great Nan-Nan Kershner
MOBILE = Website / App
MOBILE Communication
• Text / Chat• Email • Video
MOBILE Text• 8 trillion text messages will be sent this year
• 91% of U.S. consumers have their cell phones within arms reach 24/7 - MobileFuture.org
• 97% of all Text Messages are Opened - Pew Research
• 83% Within the 1st Hour of Receipt - Pew Research
Text in Service
Text in Service
Responsive Email Design
Responsive Email Design
Responsive Email Design
What we usually send
Email Statistics by Mobile
47% of emails are read on a mobile device, yet emails are designed for desktop. Making text hard to read and images hard to see.
Studies find that consumers are looking at their mobile device 150 times a day.
of people delete emails if they don’t look good on their mobile device.
Mobile Video Statistics
• Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. - Bytemobile Mobile Analytics Report
• 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. - Invodo
• Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. - NPD
Authntk WalkAroundVideo.com
Text + Personal Video
Google Hangout Video
Showrooming
What is Showrooming?
Showrooming is the practice of examining merchandise in a traditional brick and mortar retailer while cross shopping online (by mobile) to research a lower price or inventory.
ShowroomingProtect your ass…
…from showrooming!
Showrooming Statistics
Showrooming
What causes Showrooming?
• Lost trust in the dealership or sales professional due to experience.
• Looking for something else – options, colors, trim, specials.
• Leaving the customer alone too long (back n forth between the sales tower and sales desk).
Showrooming My Ford Fusion
Leave’m alone, they’ll be on their phone!
Involvement
Showrooming
Keep people from shoowrooming?Traditional processes will help keep a customer from showrooming
• Give the customer some digital actives on their own device or supply them one – CarStory
• Offer vehicle options
• Find a process to reduce alone time – reduce back and forth between sales tower and consumer during negations
ShowroomingNot everybody protects their ass…
…from showrooming! Think L.E.A.D.S.
Listen,
Engage
And
Differentiate,
Sell!
Listen,
Engage
And
Differentiate,
Sell!
You won’t hear this at the Bus stop!
Employ Technology to Listen
Highly Unreliable since Google sent Google Reader to the “Google Graveyard”
There are better FREE options!
Employ Technology to Listen
Employ Technology to Listen
Employ Technology to Listen
* Real Time without a subscription, just pull at will.
Employ Technology to Listen
*nearly ever vendor offers a paid tool too if you’d prefer to work with a vendor.
Listen,
Engage
And
Differentiate,
Sell!
Listen,
Engage
And
Differentiate,
Sell!
Listen,
Engage
And
Differentiate,
Sell!
Listen,
Engage
And
Differentiate,
Sell!
Listen,
Engage
And
Differentiate,
Sell!
What’s the point?
• Customer Experience is IMPORTANT…
• Are your Silos in Sync?
• Who’s Championing your Consumer’s Experience across all Silos at the dealership?
October 13th-15th, 2013The Bellagio Hotel, Las Vegas
Questions?
Jeff Kershner – Founder, DealerRefreshVP of Experience & Strategy, HookLogict: @dealerrefreshw: dealerrefresh.com
Ryan Leslie – Director of Dealer Experience, DealerRater.com t: @jtleslie