“Hi” - CDK Global United Kingdom

Connect
with Baby
Boomers
Say
“Hello”
to Generation X
Say
“Hi”
to Generation Y
Meet
Generation Z
Trade-in
Vehicle selection
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Demand generation
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Enquiry management
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AWARENESS
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Demand generation
Enquiry management
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Financing
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When we look at these groups in more detail, we begin
to understand the type of people that make them up
based on their age group.
Presentation & Close
er
ov
SALES CYCLE
VO
It’s possible to succeed with all these customer types,
providing your business understands their high level
attitudes and expectations.
PURCHASE
AD
Your dealership will encounter a variety of customer
types; those that research everything online before
engaging with you, those that know exactly what they
want at what price and won’t be swayed otherwise and
those that need really nurturing and looking after if you
want them to buy from you and remain loyal.
The Super Customer
TY & RETE
YAL
NT
LO
IO
Understanding your
market even more…
AFTERSALES CYCLE
Service, Maintenance & Repair
Check-in
Pre p ar
a ti
on
OWNERSHIP EXPERIENCE
The Commitment Customer
2
3
The four ages of car
buyers
Car buyers come in four quite different age groups: Baby
Boomers, the oldest group, followed by generations X,
Y and Z.
Each of these groups’ shops, buys and lives in different
ways. They each want specific things from you. Let’s
bring them to life…
4
The Baby
Boomers
Generation
X
Generation Generation
Y
Z
Age 53+, Baby Boomers, that famous and
enormous group, are now in their fifties and sixties.
Their kids are grown up and they’re ready to spend
but they demand value in all things.
Age 38-52, with teenage kids and busy careers,
they want you to be useful and direct. Generation
X were once the youngsters and rebels, but today
they’re where the Baby Boomers used to be:
parents of teenagers, working at busy careers, in
the middle of their lives.
Age 21-37, young and mobile, just getting started,
they are keen to shop and research online, moving
out of education and into adult responsibilities.
Age 16-20, savvy and social, they will research,
review and share… but they won’t pick up the phone.
This is the wired generation, digital natives who have
their own way of thinking and communicating.
5
1
Be fact orientated
Baby Boomers and other senior customers are less
responsive to sweeping claims and catchy jargon. They
want you to deliver the facts, and plenty of them.
2
Be focused on first impressions
Baby Boomers tend to be a bit more emotionally involved
with their purchases. Make the wrong first impression and
it will be hard to get them to give you a second chance.
Make the right impression and you’re likely to gain a faithful
customer.
3
Be engaging
Baby Boomers often ignore time-based offers; they have
time on their hands. If they’ve waited three decades to
buy their dream car, they can wait another few weeks or
months. So managing the sales process over time is an
essential key to success.
4
Be a ‘Plus Partner’
Baby Boomers respond to companies with a good
reputation, strong background and exceptional customer
care. To win with them, anticipate their needs and give
them a seamlessly exceptional experience.
5
Be committed to value
Baby Boomers have a different concept of value than
younger customers, and more complex ways of determining
that value. To them, value naturally involves price, but it’s
just as much about how a dealership can know them,
pamper them and take worry out of the equation.
The Baby Boomers
6
Born in 1962 or before, they are now age 53 – 69.
Let’s see how they think, what they need, and how
you win their business and make their lives happier.
5 Tips to engage with
the Baby Boomers
7
Generation X
Born between 1963 – 1977, most
are now in their 40s. They’re
nearing the pinnacle of their careers
and earning well. Their children are
getting older and will be out of the
house soon, if they’re not already.
They can afford a little more luxury.
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8
2
3
4
5 Tips to engage with
Generation X
5
Be Flexible
Be Quick
Be Real
Be Relaxed
Be Committed
Gen X-ers expect the freedom to use
any and all channels to discover &
purchase. They’ve been part of the
technology revolution so will happily
use the Internet but they still have a
significant amount of respect for the
classic communication channels.
Generation X have high expectations
of service & efficiency. They’ve grown
up with high-pressure jobs and they
expect you to function the same way.
They won’t have the patience to hang
around -- so missing opportunities
due to speed is a big risk.
Generation X grew up in the 70s & 80s,
living through some major cultural and
political shifts. They feel they are clued
up and ‘have been there before’ so
gimmicky claims are a no no; the more
personal the message, the better.
Generation Xers have a casual
resistance to authority and want
the freedom and autonomy to learn,
decide and buy as they wish. Help
them feel in control and you’ll have the
best chance to gain their trust and win
the purchase.
Generation X have high brand loyalty;
they’re less interested in trying new
brands, compared to both their
younger and older counterparts.
Instead, they’re willing to spend extra
money to stay with their favourites.
Stay dedicated, stay in touch, and
your Generation Xer is likely to be a
long term customer.
9
1
Be Current
Gen Y will buy into brands that make them feel good. This
generation wants to be part of something. They like to be
trendy. As they consider a new car they will pay close attention
to the image the dealership gives them. Make sure your entire
customer process ‘looks and feels good’.
2
Be Clever
Generation Y have grown up inundated with constant advertising
and are ‘clued up’ and sceptical. Win their trust by justifying
your claims. Show them that your business is about more than
just making money.
3
Be Quick
They expect a rapid response, especially if they have a problem.
For them, booking a holiday, getting a mortgage and paying
bills are things done in a matter of clicks, on demand. That kind
of convenience and time-saving is their baseline expectation.
4
Be Savvy
Generation Y are online leaders. Mobile Devices are their
everyday tools and naturally play a big role in their shopping
experience as well. They’ll be put off a company that can’t work
with them through the technology they’ve grown up with.
5
Be Customisable
Generation Y expect to get what they want. Be ready to offer
each customer a multitude of different service methods to meet
their needs.
5 Tips to engage with
Generation Y
10
Generation Y
Born between 1978 and 1994, aged 21 to 37. Growing up with the
internet, they are perfectly comfortable booking their holidays online,
and they’re natural social media users. Despite the challenges of
student loans & buying a house there are young adults that are happy
to spend on things that they see as ‘current’ or desirable.
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1
Be savvy, but know that it isn’t enough
Gen Z-ers multi-task across 5 different screens daily. That’
compared to just 2 screens for Generation Y. These young
people don’t think of buying as something you do in a shop.
They are savvy consumers and expect businesses to work for
their attention.
2
Be forthcoming; go to them
Gen Z want interaction from you and with you. They expect to
be approached and they expect a stream of communication
that flows both ways. So be ready where they are, electronically,
and be ready to take part in some back-and-forth.
3
Be Creative and expect change
As time goes on, Gen Z will require you to be even more
creative. Anticipating change is half the battle. Make sure you
are delivering the newest and most exciting experiences and
that you are working with partners who can help you stay
current and deliver those up-to-date experiences.
4
Be option rich
Generation Z crave and expect personal choice. Offer them
options as they create their own buying journey. There is no
single purchase journey or funnel, and for these young people
there is no pre-defined way of finding information and making
decisions. They have endless routes at their fingertips.
5
Be Attentive
Their future is worth paying attention to. Listen and capture
their preferences. Build a picture of your future market. Every
interaction with this generation is a chance to get to know them
and to know the future.
Generation Z
12
Age 16-20, they are savvy and social, they will research,
review and share… but they rarely pick up the phone. The
world looks different to Generation Z. Sharing with friends –
with everybody – is quite normal. They are heavily influenced
by peers, and they influence their peers heavily in return.
5 Tips to engage with Generation Z
13
Connect
Campaign Manager
with Baby
Boomers
This will help you to satisfy the Baby Boomer’s desire
for facts, keep them engaged (and keep you in control
of their extended purchase cycle) and show them you’re
different.
Say
“Hello”
to Generation X
Say
“Hi”
to Generation Y
Meet
Generation Z
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Solutions
to win
with the
generations
The solution will ensure you keep in contact with
Generation X. Respond instantly (and flexibly!) to
enquiries of all types and show your commitment to
their complete care and happiness.
Campaign Manager will ensure you only deliver relevant
and personalised information to Generation Y, keep
them interested and show you as current and innovative
with automated, tailored mails.
Offer Generation Z two-way communication
with “save the date” emails that can be synched to
Smartphone calendars automatically, Furthermore,
respond immediately to an expression of interest with a
personal response email – automatically.
Features:
ÝÝ
Campaign Planner & Automated Scheduler
ÝÝ
Campaign Wizards & Templates
ÝÝ
Comprehensive Lead Management
ÝÝ
Automated Online Enquiry Response & Sales Follow Up
ÝÝ
Full ROI reporting
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Hosted Telephony
Hosted Telephony will make sure that all first
impressions are good impressions with the Baby
Boomers. Have incoming calls routed immediately and
correctly first time - not after five different transfers.
There’s no better way to be quick and be real for
Generation X than to handle their calls this way. Direct
call routing means you know who is calling and you
don’t make them wait… or get that dreaded hold music
with the classical tunes.
Even Generation Y need to make a call sometimes;
seize this opportunity to connect in person. Take the
dread out of a phone call and wow them with those little
things that really aren’t so little at all.
Features:
ÝÝ
CTI Toolbar makes calls part of the workflow
ÝÝ
Call Recorder conversations stored against the Autoline Drive customer record.
ÝÝ
Marketing Campaign Telephone No. Tracking provides ROI measurements
ÝÝ
Missed Caller Tracker and Call Back Alerts improves the customer experience
ÝÝ
Call Intelligence & Management controls measures performance
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Showroom
Let your Baby Boomer customers choose how they’d
like to interact. Please them with your ability to share
the facts and secure the best first impression. Using
showroom tools will also give your salespeople the best
opportunity to succeed in a longer sales cycle.
React to the needs of Generation X. If they want to
talk at a desk using a brochure and computer, let them. If
they want to use an iPad to view specs or watch videos,
you can do this too. Let them feel in control and decide
how they want to go about their purchase.
Be seen as savvy and exceed expectations, give
Generation Y what they expect; Mobile. Mobile
Showroom will help you to match your dealership
experience with online, making things interactive without
formal desk ‘barriers’.
Mobile Showroom lets Generation Z experience the
showroom the way they expect to: on-screen. Let
them enter their own details and make their experience
truly interactive. When it comes to making the deal,
hand them a tablet to review.
Features:
ÝÝ
Enquiry capture using a tablet-device
ÝÝ
Side-by-side vehicle comparisons
ÝÝ
Vehicle Configurator with dealer & factory options
ÝÝ
Offer builder, including financing options
ÝÝ
Vehicle Handover tool
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VHC &
Mobile Service Advisor
Autoline Drive
Give the Baby Boomers the facts they desire. Boost value
by showing that you’ll go the extra mile to ensure their car is
healthy. Stay engaged by offering a long-term plan for vehicle
care and of course, increase your value as a ‘Plus Partner’.
Combine all of these solutions with the market leading DMS and your
dealership will be making headway with each generation.
Knowing what they need before they need it is a good way
to impress Generation X. Using VHC will show that your
dealership is committed to service and help to increase the
brand loyalty shown so highly within this generation.
Agile development of the solution means that monthly releases are the norm.
With technology hurtling forward as fast as it is today, agile releases mean
that your system is built to last. With Autoline Drive there is little risk of your
system becoming out of date and redundant; more the exciting future of a
dealership management solution that is being continuously innovated.
Show Generation Y that you are savvy and communicate
with them in their way; via a mobile device. Check their cars
using your tablet and show them that your business is about
more than just making money. Justify your claims with VHC
and overcome the scepticism of Generation Y.
Generation Z live their lives ‘on screen’ so using a mobile
device to check their car is likely what they would expect.
UseVHC Touch to build their trust, not only by creating a twoway dialogue during the process but by avoiding alienating
this digital generation with pens, paper & worksheets…
Features:
ÝÝ
Mobile Meet and Greet & Vehicle Check-in
ÝÝ
Photo Capture & Measurement Recording
ÝÝ
VHC Quote Creation (Parts, labour and menu pricing integration)
ÝÝ
Customer E-signature Authorisation
ÝÝ
Follow up Date Capture
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Agile Development
Fully Integrated System
One database, one customer record shared across all departments provides
one single 360°view of your customer. Staying connected to your customers
by delivering the right message, at the right time, every time helps win their
loyalty. However, if faced with trying to decipher which database or system
holds your most up-to-date customer contact and vehicle details, it can be a
minefield. Autoline Drive makes it simpler to grow that relationship whatever
the generation.
Manufacturer Integration
Keeping pace with the vast amounts of continually changing manufacturer
data from price files, retail incentives, parts files, and vehicle consignment
feeds, to name but a few, is an endless task. Then managing all the reporting
requirements back to your vehicle manufacturer for warranty, parts stock
replenishment and lead management is the reason why Autoline Drive
partners with over 60 of the major vehicle manufacturers to automate
these processes. Allowing these updates to seamlessly take place in the
background, it means you can focus on delivering the best experience to all
generations.
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United Kingdom
CDK Global
Cygnet Way,
Charnham Park,
Hungerford,
RG17 0YL
Tel: +44 (0)1488 662 662
Fax: +44 (0)1488 686 124
www.cdkglobal.co.uk
Ireland
CDK Global
Westpoint Court
John F. Kennedy Drive
Naas Road
Dublin 12
Tel: +353 (0)1 4260900
Fax: +353 (0)1 4260967
www.cdkglobal.ie
South Africa
CDK Global
P O Box 186
29 Bond Street
Randburg
Ferndale 2160
Tel: +27 (0)11 998 6000
Fax: +27 (0)11 998 6100
www.cdkglobal.co.za
Middle East
CDK Global Gulf FZ-LLC
Office 2006 - 2008,
20th Floor, Concord Tower,
Dubai Media City,
Dubai, UAE
PO Box : 454521
Tel: +971.4.427.9100
www.cdk-global.com/gulf
©2015 CDK Global. All rights reserved. RM 08-15 V1.0 | The contents of this publication are subject to the Disclaimer found at www.cdk-global.com/disclaimer