AutoAlert PCG Research Report 2016

Transcription

MARCH 2016 PREP AR ED B Y: BrianPasch,CEO
GinaOrlando,Researcher
A B O U T P C G R E S E A R C H : Theprom iseofbigdata insightstohe lpdeale rsreta inand
attractnewcustomers isfina lly he re. 446Route35SouthBuildingC
Eatontown,NJ07724
(732)450-8200
Despitethespeedatwhichtechnologyisevolvinginthe
AttheheartoftheAutoAlertplatformisabeliefthat
automotiveindustry,oneofthebiggestchallengesauto
proactivemarketingstrategiesmustreplacereactive
dealersfaceisgettingtheiremployeestoembracechange.
and/oruniformedselling.Theabilitytoknowinadvance
Sophisticateddatamodelingenhancedwithconsumer
whenaconsumercanqualifyforalowerfinancing
onlineshoppingdataisfinallydeliveringtodealersa
programand/orupgradetheirexistingvehiclefora
powerfulsetoftoolspromisedby“BigData”evangeliststo
newermodelisjustthestart.
increasecustomerretention.
However,automotivedealersmaynotbereadytoeducate,
proactivemarketinginareasthatwereonce“offlimits”
train,andinspectthenewprocessesrequiredtoleverage
tothirdpartymarketers.AutoAlert’scoretechnology
bigdatasoftware.Webelievethatvendorpartnersmust
integratedwithdealershipwebsites,CRMplatforms,and
rethinkhowtheywilltraintheirdealernetworkonthenext
emailmarketingcampaignspromisestodeliverhigher
generationofsalesandretentiontools.
grossandnewrevenuestreamsfordealers.
AutoAlertisbreakingnewgroundintheirapproachto
Thetangiblebenefitsofleveraginganautomotive
Thisisanexcitingtimetobeintheautomotiveindustry
MarketingTechnologyPlatformandbigdatawereonce
astheintegrationofcustomerdata,shoppingbehaviors,
unknowntodealers.Ourresearchwillbringtolighthow
andpurchasehistorypromisestotransformautomotive
dealersareleveraginganewsuiteofsolutionsfrom
retailmarketing.AutoAlertisblazinganewtrailandwe
AutoAlertwhichpromisetotransformdealership
decidedtofollowthatpathtoseewhereitwillleadfor
marketing,sales,andretentionstrategies.
dealers.
AUTOALERT
TableofContents
Preface........................................................................................................................................................................3
ExecutiveSummary..............................................................................................................................................4
WhyPPM?.................................................................................................................................................................5
HowDoesItWork?................................................................................................................................................6
MoreThanEquityMining...................................................................................................................................7
BrickellHondaUsesAutoAlert.........................................................................................................................8
PatLobbToyotaofMcKinneyUsesAutoAlert...........................................................................................9
TheDashboard.....................................................................................................................................................10
TheOpportunities..............................................................................................................................................11
TheDealSheet......................................................................................................................................................12
ThePhoneScripts...............................................................................................................................................13
TheEmailTemplates.........................................................................................................................................14
Pre-OwnedPortfolioManagement..............................................................................................................15
ServicePortfolioManagement......................................................................................................................18
AutoAlertBrowserPlug-in.............................................................................................................................21
SalesConsultantManagementTools..........................................................................................................22
SalesConsultantActivityReports................................................................................................................23
OnlineTrainingVideos.....................................................................................................................................24
F&IManagerTools.............................................................................................................................................25
PresentingFinancialComparisons..............................................................................................................26
CustomerResults:ROIReports.....................................................................................................................27
CustomerFeedback............................................................................................................................................28
FutureOpportunities........................................................................................................................................30
AboutPCGResearch..........................................................................................................................................31
References..............................................................................................................................................................32
ThisreporthasbeenunderwrittenbyAutoAlertLLC.PCGResearchprovidesindependentproductresearch
reports,thatareunderwrittenbythird-partycompanies,thatmeetourpublishingguidelines.PCGResearch
alsoproducesresearchreportsthatarenotunderwrittenorsponsoredandarecreatedforthegreater
educationoftheautomotivecommunity.Allpublishedresearchreportscanbedownloadedat
www.pcgresearch.com. RevP1
©2015PCGCompanies.Allrightsreserved.Unauthorizedreproductionisstrictlyprohibited.Informationisbasedonbestresourcesavailable
attimeofproduction.PCGResearchisatrademarkofPCGCompanies.Allothertrademarksarethepropertyoftheirrespectivecompanies.
PCGCompanies|446Route35South,BuildingC,Eatontown,NJ07724|732-450-8200
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AUTOALERT
Preface
ThetermCustomerRelationshipManagement(CRM)isatiredtermthatinadequatelydescribesthetools
salesprofessionalshaveattheirdisposaltomanagemulti-layercustomerdatainautomotiveretailing.A
betterdescriptionofautomotiveCRMplatformscouldbeCustomerReactionManagement.
Inthisreport,wewillmakeourcasewhyautodealersmustimplementProactive
PortfolioManagement(PPM),whichproducesrelevantandtimelycommunications
withtheircustomerstoincreaseretention,sales,andmaximizerevenue.WhyisPPM
notpartofadealership’sstandardoperatingprocedure?Dealershaveyettorealize
thatanewsalesstructureisneededtomaximizetherevenuefromtheircustomer
portfolio.Theeducation,technology,andleadershiphavebeenpreviouslylacking.
WefoundthereisalackofunderstandingaboutPPMwithSalesManagers.Eachday,therearedozensof
possiblescenariosthatcouldtakeacustomerfrombeing“outofmarket”toanattractivecandidatefora
vehicleupgrade.IfSalesManagersseetheircustomerportfolioasastaticlist,theywillnotembrace
predictiveanalyticsandthefreshopportunitiesthatcouldgenerateanadditional100+carsalesamonth.
PPMchallengesarealsorelatedtocompensationplans.Salesprofessionalswillavoidinvestingtimeto“data
mine”theircustomerrecordswithoutaclearandimmediatebenefittotheirpayplan.Additionally,with
highturnover,salesprofessionalsnevertrulyrealizethebenefitsofcustomerretentionandportfolio
management.WealsoobservedveteransalesprofessionalswhohadnointerestinworkingwithaPPM
softwaretool,suchasAutoAlert.Theywerecontenttakingupsandreferralsthatchosetocontactthem.
It’salsoabouthavingtherighttools.ProactivePortfolioManagement(PPM)isapowerfulretentionstrategy
toengageexistingcustomerswhentheyhavebenefitsand/oropportunitiesintheirownershiplifecycle:
•
•
•
•
•
•
Drivingpatternsthatpredictthatthecustomerwillexceedtheirleasingplanmileagelimits.
On-timepaymentsthattriggerasub-primecustomertoqualifyforatraditionalfinancingprogram.
Anewleasingprogramthatallowscustomers,withorwithoutequityintheirvehicle,toupgradeto
anewermodelatapproximatelythesamepayment.
Upgradeopportunitiesforclientsthatownvehicleswithhighmarketdemand.
Onlineshoppingbehaviorsthatcantelldealersthatexistingcustomersarein-marketforavehicle
andqualifyforacustomerloyaltydiscountorvehicleupgrade.
Amanufacturerwarrantythatisabouttoexpire.
ProactivePortfolioManagement(PPM)ismorethanequitymining.Whendealersunderstandallthe
movingpartsthatneedtobemanagedwithintheirclientportfolio,forsalesandservice,theycanstartto
appreciatethetimesavingsandROIofAutoAlert’sproprietaryrevenueoptimizationengine.Since
AutoAlert’stechnologyisCRMagnostic,dealerswillnothavetoworryaboutdisruptionstoaneffective
salesprocesswhentheychangeCRMplatforms.
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AUTOALERT
ExecutiveSummary
AsyoureadthroughourresearchonAutoAlert,youwillbetterunderstandtheopportunitiessurrounding
ProactivePortfolioManagement(PPM):
•
Whiledealersunderstandthevalueoftheirexistingcustomers,therearemanybarriersthat
preventrevenueoptimizationthroughaProactivePortfolioManagement(PPM)process.
•
WithoutaMarketingTechnologyPlatform,dealerswillnevermaximizetheirrevenuefromtheir
customerportfolio;manualprocessestaketoomuchtimeanddeliverinconsistentresults.
•
AutoAlertincreasescustomerretentionandcustomersatisfactionbyschedulingcustomer
engagement,attheappropriatetime,withinformationthatthecustomervalues.
•
Dealersmustcreateanewsalesstructureinthedealershiptohandlethethousandsofmonthly
opportunitiesthataregeneratedbyPPM.
•
AutoAlertprovidesthedatainsightsandscriptstoengageallcustomersinthedealership’s
portfolio,regardlessofbuyer’spaymentmedthod.
•
AutoAlerttransformstheServiceDriveintoaSalesChannel.Consumerswhoservice,regardlessof
whethertheypurchasedfromthedealer,canbeautomaticallypre-screenedandpresentedwitha
firmoffertotradeintheirvehicleandupgradetoanewervehiclewithasimilarmonthlypayment.
•
DealerswhowanttoincreaseusedcarsalescanleverageAutoAlerttomatchandupgradeexisting
customerswithfirmoffersofcredittopurchaseanotherneworusedvehicle.
•
Dealerscaneasilyidentifytheirfastestsellingusedvehiclesandcontactexistingcustomersthat
ownthosemodelstoofferanincentivetotradeintheirvehicle.
•
DealerswhowanttominimizecustomerdefectioncanleverageAutoAlert’sproactivealertswhich
aresentwhentheircustomersareshoppingonlineforanew/usedvehicle.
Wehaveorganizedthisresearchreporttoallowautomotivemanagerstoquicklyunderstandhow
AutoAlertworks,howtheycanimplementitinthedealership,andtheReturnonInvestment(ROI)they
canexpect.WehavealsoincludedresultsfromourAutoAlertcustomersurveywhichenabledusto
validatetheclaimsmadebyAutoAlertintheirmarketingmaterialsandontheirwebsite.
AutoAlertjoinsPCG’sshortlistof“musthave”dealershiptechnologytohelpauto
dealerssellmorecarsandincreasecustomerretentioninadigitalage.
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AUTOALERT
WhyPPM?
Automotivefranchisedealersarelaserfocusedonmaximizingtherevenueandprofitsfortheirdealership.
Theirbusinessstrategies,whichwillvaryfromdealershiptodealership,arebasedontheknowledgeand
trainingtheyhavereceivedinthepast.Theautoindustryhoweverisgoingthroughmassivechanges,duein
parttotechnologyandbigdatainsightsthatwerenotpartoftheiroriginaltraining.Whenyouconsiderall
thedistractionsthatarepartofrunningadealership,andthedemandsonGeneralManagers,youcanstart
tounderstandwhyProactivePortfolioManagement(PPM)isnotmoreprevalent.
“PPMrepresentsthesinglebiggest(untapped)revenueopportunityfordealers”
Aspartofourresearchprocesswesurveyedhundredsofdealersregardingtheircurrentsalesandretention
strategy.Whatwefoundwasthatthemajorityofdealersdonothaveconsistent,proactiveprocessesin
placetomaximizetherevenuefromtheirexistingcustomerportfolio.
DoYouHaveConsistentPortfolioManagementProcessesIn
PlaceFor...
80%
70%
62%
72%
65%
57%
60%
50%
40%
30%
20%
10%
0%
ServiceNotSold
WarrantyExpiration
No
ExcessiveMiles
FastSellingUsedCars
Yes
Asyoucanseefromthesurveyresultsabove,themajorityofdealersdonothaveaconsistentprocessin
placefortheseownershiplifecycleevents:
•
•
•
Offeringservice-not-soldcustomersavehicleupgradeofferintheServiceDrive
Contactingexistingcustomerswhohaveawarrantythatisabouttoexpire
Informingleasecustomersthattheirdrivingpatternswillresultinapenaltyatleaseend
•
Contactingexistingcustomersthatownvehiclesthatareyourfastestsellingusedcars
ThesearejustafewofthesignalsfromdealersthatsolidifiedourbeliefthatPPMrepresentsthelargest
opportunityforfranchisedealerstoimprovetheirbusinessoperationsandthevalueoftheirfranchise.
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AUTOALERT
HowDoesItWork?
AutoAlert’scloudbasedplatformsecurelyintegratesdatafromthedealership’sDMSandCRMwithOEM
andthird-partydatatoprovideunparalleledinsightsintothedealership’scustomerportfolio.Thesoftware
platformiscertifiedtoaccessallpopularDMSplatformsincludingADP,Reynolds&Reynolds,Auto/Mate,
andDealertrackDMS.
AutoAlerthasdirectintegrationwithMomentumCRMandisabletoviewandsharedatawithanyweb
basedCRMplatformusingtheAutoAlertweb-browserplug-in.Thisseamlessplug-inenablesAutoAlert
insightstobeviewedside-by-sidewithacustomerrecordscreeninVinSolutions,ELEAD1ONE,Dealertrack,
andotherpopularplatforms.Wehaveprovidedsomespecificexamplesonhowthisworkswithpopular
CRMplatforms,aswellasAutoAlert’sProfileFuzesoftware.
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AUTOALERT
MoreThanEquityMining
AutoAlertismorethananequityminingtool.Itisacompletecustomerretentionandportfoliooptimization
platform.IttransformstraditionaldealershipsalesprocessesintoaProactivePortfolioManagement(PPM)
experience.Forthefirsttime,dealerscanhaveaunifiedviewofallconsumersintheirportfolio,regardless
ofwhethertheypurchasedthevehiclefromthedealership.
AutoAlert’sintegrationwithProfileFuzewillalertdealerswhentheircustomersareonlineshoppingfor
vehiclesandgivetheminsightsastowhichvehiclesareintheirconsiderationset.Imagineacloud-based
enginethatanalyzesmillionsofdatapointseachdaytoidentifythe“lowhangingfruit”foryoursalesteam
topick.
ThepromiseofBigDataisfinallyhere.Dealerswhowanttoconsolidatesoftwaretools,expandinsightsinto
theircustomerbase,andmaximizetherevenuethatcanbegeneratedfromtheirportfolio,willreadthis
researchreportcarefully.
StructuralChangesNeeded
BeforewediveintothefeaturesofAutoAlertsoftware,itisimportanttodiscussthestructuralchangesthat
arelikleyneededindealershipstomaximizetherevenuepossibilitieswuthAutoAlert.ProactivePortfolio
Management(PPM)canaddmillionsinrevenueannually,butitwillnotlikelybefullyrealizedifdealers
continuewiththesamesalesstructurethattheyhaveinplacetoday.
AsweintervieweddealersusingAutoAlert,aswellasothercustomerretentionplatforms,itbecameclear
thatportfoliomanagementisnotforeveryone.Infact,youwilllearnabouttwosuccessfuldealerswhohave
createddedicatedteamstoworktheopportunitiesinAutoAlert.Theseteamswerecreatedbecauseofa
numberoffactors,whichinclude:
•
•
•
•
Annualturnoverinsalesdepartmentsgenerateahighnumberoforphanedcustomerswhoneed
regularfollow-up.
Service-not-soldcustomersneedtobeassignedasalesconsultantwhowillmonitortheirvehicle
forfutureopportunitiesforupgrades,warrantyexpiration,andleasemileagelimits.
Somesalesprofessionalsdonotliketoworkwithportfoliomanagementtoolsandwouldrather
takefreshups.
Proactivelymanagingexistingcustomersrequirespatienceandpersistencewhichmaynot
immediatelyrewardsalesconsultantsbecauseoftheirpayplans.
Despitethesechallenges,mostAutoAlertcustomershaveindicatedthattheyneedtohiremorestafftowork
theopportunitiesthatareprovidedautomaticallyeachday.ThemotivationforusingAutoAlert?Dealssold
throughAutoAlerthavehigheraveragegrossandgeneratehighqualityusedcarsthatcanbesoldfor
additionalprofit.So,let’sseehowtwodifferententrepreneursareusingAutoAlerttotransformtheir
dealershipwithProactivePortfolioManagement(PPM).
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AUTOALERT
BrickellHondaUsesAutoAlert
WhilewespoketoandsurveyedmanydealerswhoareusingAutoAlert,wewanttohighlighttwospecific
conversations.ThefirstwaswithAlexAndreus,partneratBrickellMotorsinFlorida.AttheirHondastore
theyhaveadedicatedAutoAlertsalesteamthatworksintheServiceDrive.TheAutoAlertteamreviewsall
opportunitiesavailableforconsumerswhocomeinforservice,regardlessiftheypurchasedfromBrickell
Honda.Theteamalsoworksanyorphanedcustomerswhoarearesultofturnoverintheirtraditionalsales
team.
ByusingAutoAlert,theyaresellingover60+carsamonthoutoftheServiceDrive.AccordingtoAlex,that
numbershouldbehigherandheisworkingtoincreasethesuccessoftheprogram.Ascarscomeintothe
ServiceDrive,thesalesteamwillusetheAutoAlertApptoscantheVINnumberandpullupallinformation
theyneedtomakeanoffertocustomersonthespot.
WhatisAlex’sbiggestchallengetoreach200+vehiclesamonthusingAutoAlert?It’snotwhatyou
think.It’shumannature!Customersdon’tbelievetheofferwhenthecalloremailpresentsanupgradeoffer.
Tosomeconsumers,thepropositionsoundstoogoodtobetrue!Despitethechallenge,dealerswhosell
vehicleswithhighresidualvaluesandhavecustomerswithgoodcreditwilloftenseethousandsofalertsin
theirsystemeachmonthforupgrades!AlexalsoknowsthatheneedstoexpandhisAutoAlertteam.
TheAutoAlertsalesteamatBrickellHondahascometorealizethatthissalesprocessrequirespatience,
education,andpersistence;onephonecalldoesnotconvincecustomerstoupgrade.However,wealso
suggestedtoAlexthattheAutoAlertprocessbeintroducedintheinitialsalesprocessandagainatdelivery.
ThefloorsalesteamcanlettheircustomersknowBrickellHondawillbeproactivelywatchingfor
opportunitiestosavethemmoneyandupgradetheirvehicle.Ineffect,tellthemtoexpectthecall!
WealsoencouragedAlex’steamtouseshortvideomessagesintheircommunicationworkflowthatincludes
customertestimonials.Theteamshouldhighlightcustomersthatwerealsoskepticalaboutthevehicle
exchangeoffer,andshowhowtheyhavecometoappreciatethisprogram.Videoscanalsobecreatedto
explaintheupgradeprocesstoaddfurtherprofessionalismtothisvaluableservice.
“Handsdown,oneofthebestinvestmentsIhavemadeinmymarketingbudget.”–
AlexAndreus,PartneratBrickellHonda
AccordingtoAlex,theaccuracyofAutoAlertisonereasonwhytheplatformworkssowellintheService
Drive.Withthenewintegrationswithsoft-pullcredittechnology,Alex’steamcanpre-screencustomerswho
didnotpurchasefromhisstoreandpresentaveryaccurateupgradeoffer.
Inadditiontophonecallsthattheirsalesteammakeseachday,BrickellHondautilizestheautomaticemails
generatedbyAutoAlertaswellastheirtargeteddirectmailpieces.InpartnershipwithDirectAlert
Marketing,(http://www.directalertmarketing.com),Brickellcansendoutattractive,customizedmailpieces
thatoutlinetheoffertoexistingcustomers,attheclickofabutton.
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AUTOALERT
PatLobbToyotaofMcKinneyUsesAutoAlert
TheseconddealerconversationthatwewouldliketohighlightisJohnMathews,co-ownerofthePatLobb
AutomotiveGroup.JohnisapassionateleaderandwhenhefirstwasintroducedtoAutoAlerthesaidthathe
couldhear“theangelssinginginheaven.”Hehadbeenlookingforaplatformtomaximizehiscustomer
portfoliosincehisToyotastorewasabrandnewpoint,withnoexistingcustomersintheirDMS.
WhenweaskedJohnwhymoredealersarenotcommittedtoProactivePortfolioManagement(PMM),he
listedafewfactors,buthestatedthatitstartswiththedealership’slevelofcommitmenttoAutoAlert.He
quicklylearnedthatheneededadedicatedsalesteamtoworkthethousandsofalertsforhisdealership.
AccordingtoJohn,iftraditionalsalesprofessionalstryAutoAlertanddon’tmakeasaleafterafewcalls,
theywilllikelystopusingthesoftware.Johnalsobelievesthatsalesprofessionalseventuallyprejudgesales
opportunities,whichmakesthempoorcandidatesforusingAutoAlert.Alertsinthesystemarenottriggered
byacasualguess!Predictiveanalyticsandintegrationwithmultipledatasourcesmeananalertisa
potentialsale.Whendealersrealizethevalueofeachalert,theywillmakesurethattheyhavetheright
peopleworkingtheseopportunities.
John,likeAlexAndreus,hasadedicatedsalesteamthatexclusivelyworkswithAutoAlert.ButunlikeAlex,
hisbiggestchallengeisnotconvincingcustomerstoconsidertheupgradeoffer.Thisislikelybecause
AutoAlertispartofthestore’sculture.TheirsalesandvehicledeliveryprocessesallreferenceAutoAlertina
verycreativemanner.CustomersofPatLobbToyotacometolearnthatthroughouttheirownershiplifecycle
theymaybeina“greenlight”periodwheretheyqualifyforanupgradeortheymaybeina“yellowlight”
periodwheretheywillsoonbeeligibleforanupgrade.Bycreatingconsistentmessaging,Johnfeelshecan
disarmcustomersbyinformingthemoftheircurrentstatus,andlettingthemdecidewithoutanypressure.
John’sbiggestchallengeisattractingthenextgenerationofsalesprofessionalsthatwanttoworkinthe
automotiveindustry.TheAutoAlertteampresentsauniquewaytoattractprofessionalsintoacareerin
salesbecausetheywillnothavetoworkinanoutdatedsalesmodel.Withthousandsofalertsinhissystem
eachmonth,heisaggressivelyseekingwaystoexpandhiscallcenteroperations.
“Sincewearewriting250-300RepairOrders(RO)aday,usingAutoAlertislike
drinkingfromafirehose;wehavesomanyopportunitiesthatweneedtoincrease
ourstaff!”–JohnMathews,co-ownerPatLobbAutomotiveGroup
John’sToyotastoreisselling80+carsamonthusingAutoAlert,buthealsoknowsitshouldbemuchhigher.
JohnnotonlyseesAutoAlertasatooltoincreasecustomerretention,butasahighqualitychannelfor
obtainingusedcars.Insteadofgoingtotheauctioninanattempttofindin-demandusedcars,dealerscan
leveragetheirexistingcustomersforasteadyflowofwellmaintainedvehicles.
Johnalsohadagreatpointthatwewantedtoshare.UsingAutoAlertincreasesthevalueofanyfranchise.By
implementingProactivePortfolioManagement(PPM),dealerscanmaximizethecashvalueoftheir
operationandlikewiseutilizeAutoAlertasatooltoincreasethevalueofanystorethatadealerpurchases.
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AUTOALERT
TheDashboard
ThestartingpointforAutoAlertusersistheirDashboard,whichisshownbelow:
Theuserinterfaceclearlypresentsallopportunitiesfortheautomotivesalesprofessional.
Inthisexample,therewere8,587opportunitiesforthisdealership.Theopportunitiesare
colorcodedandgiveusersimmediatefeedbackontheday’stopopportunities.
AutoAlertbreaksdowntheopportunitiesintothesecategories:
•
•
•
•
•
Alert–Customersthatqualifyforavehicleupgradewithapproximatelythesamepayment.
FlexAlert–SimilartoanAlertbutthecustomerhasaflexibleterm.
Service–Customersthathaveaserviceappointmentscheduled. ContractEnd–Customersthathaveacontractthatisnearingitsend.
Warranty–Customersthathaveavehiclewarrantythatisabouttoexpire.
•
Mileage–Customerswhoareonapathtoexceedtheirleasetotalmileageallowance.
Theseopportunitiesarecalculateddailybasedondatafeedsfromthedealer’sDMS,OEM,andthirdparty
datasources.Thealertsalsoaretriggeredbasedononlineconsumershoppingactivities.
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AUTOALERT
TheOpportunities
Eachsalesprofessionalhastheabilitytodrilldownintotheopportunitiesassociatedwiththeircustomers
andanyorphanedcustomersthathavebeenassignedtothemtomanage.TheOpportunitiesAlertscreen,
shownbelow,iscolorcodedtoallowrapidprocessingofdata.Eachiconrepresentsapotentialconversion
thatsalesprofessionalscanusewhentheycontactacustomer.Thelistcanbesortedinmultiplewaysto
organizeandprioritizecustomercommunications.
Thecustomerrecordinthelistshowsthreeicons:A,P,andM.The“A”alertsthesalesprofessionalthatthis
customeriseligibletotrade-upintoanewvehicleatapproximatelythesamepayment.The“P”alertsthe
salesprofessionalthatthecustomerhasaserviceappointmentscheduledforthatday.The“M”remindsthe
salesprofessionalthatthiscustomerisontracktoexceedthemileageontheirlease,whichwillresultina
penaltywhenthecarisreturned.
Whiletheseinsightsmightbetakenforgranted,theyareactuallycalculatedusingsophisticated,machine
learningsoftwarethatisprocessingthousandsofdataelements.Onthefollowingpageyoucanseehowthe
detailedrecordforthiscustomer,knownastheDealSheet,wouldbeshownwhenthesalesprofessional
clicksonthefirstrowinthistable.
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AUTOALERT
TheDealSheet
Thescreenbelowrepresentsthevisualpresentationoftheopportunitywhichisgeneratedusingthe
dealers’DMSdata,OEMfinancialdata,andinsightsfromthird-partydatapartners.Thissinglescreencan
empowersalesprofessionalstostartmeaningfulconversationswiththeircustomerstoincreaseretention
andgeneratenewrevenueforthedealership.
Theredarrowpointstotheserviceappointmentthatisscheduledfortoday.Thisscreenshotwasprepared
onMarch5,2016.Theorangearrowpointstothemileageestimatesandprojectedpenaltiesthatthis
customercouldfacebasedontheircurrentdrivingpatterns.Thegreenarrowshowsloandataprovided
directlyfromMercedes-BenzFinancialServices.Thebluearrowpointstothereplacementinventorytool.
Thisallowsthesalesprofessionaltoacceptorselectavehiclethatthiscustomercouldupgradeintowhile
keepingtheirpaymentwithin10%oftheircurrentpayment.Thepurplearrowshowsthesalesprofessional
thattheupgradetothe2016Mercedes-BenzGLEwouldonlybe$114dollarsmorepermonth,witha60monthlease.
TheblackarrowpointstothetoolsthatAutoAlertprovidessalesprofessionalstoscheduleappointments,
makephonecalls,logcalls,andaddnotestotheDealSheet.Thisonescreenhasalltheinformationthat
salesprofessionalsneedtohaveanintelligentconversationwiththeircustomers.
12
AUTOALERT
ThePhoneScripts
TrainingsalesprofessionalstoleveragethepowerandinsightsofferedbyAutoAlertisnotwithoutits
challenges.WhenweinterviewedcurrentcustomersofAutoAlert,itwascommonforustohearthatthe
managershadtonudge,inspect,andacknowledgeemployeestogetthemoverthebasiclearningcurve.
AutoAlertismorethansimplysoftwaretools.Throughtheirdealertrainingprograms,AutoAlertleverages
phonescriptstohelpensuredealersuccess.AutoAlertphonescriptsarecustomizedforeachcustomer
record,asshownbelow:
Theorangearrowshowsthelocationofthe“Scripts”menu,whichallowssalesprofessionalstochoosefrom
alistofcustomizedphonescripts.Inthisexample,thescriptpop-upboxhighlightedinpurpledisplaysa
scripttodiscusstheleaseendprocessatthedealershipandincludesdatafromtheDealSheet.Thegreen
arrowshowsthatthiscustomerwillbecominginforserviceintwodays.Theredarrowpointstoprevious
notesandactionsassociatedwiththiscustomer,whichiscriticaltokeepcommunicationsrelevant.Most
importantly,theblackarrowpointstothegreatnewsthesalesprofessionalcanshare.Thiscustomercan
upgradetheir2012E350Ctoa2016E400Cfor$10lesspermonth,witha48-monthlease.
13
AUTOALERT
TheEmailTemplates
AutoAlertsimplifiescontactingcustomerswithanopportunityviaemail.Byclickingonthewheelinthe
upperrightcorneroftheDealSheet,asshownbytheorangearrowbelow,dealerscanchoosefromany
customizedtemplateinthesystem.
Thisexampleshowsthetemplatecalled“WeWantYourVehicle,”asindicatedbythepurplearrow.Theemail
editorhasacompleteCMStoolbar,asshownbytheredarrow,whichallowsdealerstomakeandsend
professionalemails.
Theemailtemplatesuseglobalsystemvariables,asshownbythebluearrow,toinsertdatathatisonfile
fromthecustomer.ThisisthesamefunctionalitythatyouwouldhavewithaCRMemailtemplate,which
savesthesalesprofessionaltimecomposingarelevantemailmessage.
Allemailsthataresentfromthesystemareloggedautomaticallyinthecustomer’sfile.WhentheDealSheet
isopened,salesprofessionalscanseeallphoneandemailcommunicationsinthelowerleftcornerofthe
screen,asshownbythegreenarrow.
14
AUTOALERT
Pre-OwnedPortfolioManagement
Dealershavethepotentialtogeneratehighergrossbytradingandsellingpre-ownedvehicles.Thebest
sourceofpre-ownedinventory,foreverydealer,istheirownportfolioofcustomerswhohavemaintained
theirvehiclesatthedealership.
Tosucceed,dealersneedtherightstrategy,insights,andoffersthatwillworkwiththeircustomerportfolio.
AutoAlertprovidesauniquesetoftoolsforusedcarmanagersandsalesprofessionalstoacceleratepreownedsalesandincreasethedealership’sannualturnrate.
ThePre-Owned
Dashboardsummarizes
immediate
opportunitiesforthe
dealership
Thebarchartinthe
upperrightquadrant,
makesiteasytofocuson
topgrossingfresh
inventoryandfind
buyersforaging
inventorybefore
wholesalelossescan
impactthebottomline.
Intheupperleft
quadrant,existingpreownedvehiclesinstock
arematchedwith
potentialbuyers.
Forexample,theorangearrowpointstoa2012Mercedes-BenzCLwhichhas10potentialmatchesin
AutoAlertfromthedealership’sportfolio.Thosetencandidatesareselectedonreal-timedatapulledfrom
multiplesourcestoprovideaneffectiveworkinglistforsalesprofessionalstosellthevehicle.
Inthelowerlefthandquadrant,AutoAlertdisplaysthefastestsellingusedcarsatthedealershipand
identifiescustomerswhoownthosemakesandmodels.Thisfeatureisatremendoustimesaver,whenyou
considerthetimeitwouldnormallytaketopreparethistableofdata.Theredarrowpointsto25existing
customersthatownaMercedes-BenzE350WSport.
Byclickingonthehyperlinked“25,”dealerscandrilldownandseehowmanyoftheE350Wownerscan
qualifyforanupgrade.
15
AUTOALERT
Shownbelowarethefirst10customerswhoownanE350W;weshortenedthelisttosavespace.Takenote
thatthislistrepresentsnotjustcustomerswhocanupgrade.Italsorepresentscustomersfromwhomthe
dealershipcanacquirequalitypre-ownedinventoryfortheirfrontline.
Thefourthcustomerinthislistjumpedoffthepageforus.Thisretailcustomerhad$24,300inequityand
threepaymentsleft.Thepurple“W”iconwasdisplayedbecausetheirmanufacturerwarrantywasaboutto
expire.Thisisaperfectopportunitytocontactthiscustomerandinformhim/herthatyouwouldliketo
purchasetheirpre-ownedvehicleandgetthemintoanewermodel.
Whenthecustomerrecordisclicked,theDealSheetappearswithallthecustomer’sdataintegratedintothe
paymentcalculator.Onthefollowingpage,youcanseethattheredarrowpointstothewarrantythatwillbe
expiringin10,900miles.Thegreenarrowshowsthatthecustomer’sequityhasbeenproperlyinsertedinto
thepaymentcalculator.
Whenthesalesprofessionalcallsthiscustomer,he/shecanadvisethemthattheirwarrantyisexpiringsoon
andthattheircarisactuallyinhighdemand.Theconversationcouldexpandintoofferingthiscustomera
brandnewMercedes-BenzE350WSport,usingtheequityintheirvehicle,resultinginalowerpaymentof
$1,103permonth.Thisis$472lowereachmonththantheircurrentpayment,asindicatedbytheorange
arrowonthefollowingpage.
ThisoneexampleofusingthePre-OwnedPortfolioManagementtoolsreinforcesthe
timesavingsandROIthatAutoAlerttechnologydeliverstotheirclients.
16
AUTOALERT
CREDITCONVERT
DealersmaynotalwaysknowthecurrentpayoffandloanstructureforthecustomersintheirDMS.Thisis
especiallytrueforservice-not-soldcustomerswhichoftenrepresent40%ormoreofallcustomersservicing
inadealership.Consequently,thisisalargeandoftenuntappedopportunity.AutoAlertprovidesan
innovativesolutionfordealersthroughtheirCreditConverttool.
Forexample,whenasalesprofessionalisonthephonediscussinganupgradeofferwiththeircustomer,and
thecustomerisinterestedinafirmoffer,thesalesprofessionalcanrequestapre-screen.1Thepre-screen
data,deliveredinstantly,allowsthesalesconsultanttodiscusswhichfinancingprogramsthecustomeris
qualifiedfor.Thisintegrationprovidesrelevantandaccuratefigurestobediscussedbetweensales
professionalsandtheircustomers.
17
AUTOALERT
ServicePortfolioManagement
AutoAlertcantransformadealership’sServiceDriveintoavitalchannelforProactivePortfolioManagement
(PPM)usingthenewAutoAlertmobileappandCreditConverttool.Firstgenerationequityminingtools
usedintheServiceDrivewerelimitedtoprovidingofferstocustomersthatpurchasedvehiclesfromthe
dealership.AutoAlertprovidesinsightstoallcustomerswhochoosetoservicetheirvehicleatthe
dealership.OursurveyofAutoAlertcustomers3showedthat74%wereusingthesoftwaretopresentoffers
tocustomersintheServiceDrive.
Notallconsumerswillbookaserviceappointmentinadvance.Somedealershipsevenpromoteno-serviceappointmentlanesand/orofferquick-lubefacilities.Fordealerswithanopenappointmentpolicy,thiscan
createachallengetoimplementaconsistentretentionstrategy,butnowthereisabettersolution.
Dealerscangetreal-timesalesnotificationofUpgradeOpportunitiesasservice-notsoldcustomervehiclesarescannedontheServiceDriveusingtheMobileApp.
Notallcustomershavetobescanned;itisuptothedealer.However,thosethatareselectedbytheservice
advisorresultinupgradeopportunitiesbasedonthecustomer’screditworthiness.AslongasCredit
Convertfindsamatchforthecustomer,inanyofthethreemajorcreditbureaus,aricherconversationcan
start.Bestofall,CreditConvertdoesnotrequiretheconsumertogivesensitiveinformationliketheirsocial
securitynumberordateofbirth.
Usingtheservice-not-soldcustomer’sname,emailaddress,andphonenumber,thedealershipcanprescreentheconsumerforapredefinedsetoffinance/leaseprograms1.Theconsumermustbepresentedwith
afirmofferofcredit,whichisprovidedbyAutoAlert.Thetrainingofserviceadvisors/writersispartofthe
startupprocessforallnewcustomers.AutoAlertmakesitsimpletostartaconversationwithconsumers
aboutupgradingtheircurrentvehicle,whiletheyareintheServiceDrive.
CREDITCONVERTSTATS
WhatpercentageofcustomerscanbematchedwithacreditfileusingCreditConvert?Thepercentageswill
varybasedonthedealer’scustomerbase,butitiscommontosee50-60%ofnot-sold,servicecustomers
beingabletobematchedwithacreditfile.Whenamatchcannotbemade,itisnormallybecausethe
customerhasa“thin”filewiththecreditbureaus,theirinformationwasnotenteredcorrectly,orthe
customeroptedtoberemovedfrompre-screeningtoolsofferedbythecreditbureaus2.
18
AUTOALERT
MANAGINGSERVICEOPPORTUNITIES
DealersutilizingAutoAlertintheServiceDrivecangototheServiceDrivedashboardthatisshownbelow:
Itwilllistallcustomersscheduledforservicethatday(seeorangearrow)andshowanyalertsforeachof
thecustomersonfile.Intheexampleabove,thegreenarrowshowsthatthefirstsixcustomershavecolored
alerticons.IntheeventadealershipisusingtheMobileVINscantool,thislistispopulatedreal-timewith
salespersonnotificationsofcustomersonthedrive;seeredarrow.
MANAGINGNEVERSERVICED
Dealerscanclickonthe“HaveNotServiced”tabtoidentifycustomersthathavenotservicedwiththe
dealershipbuthaverevenueopportunities.Oftenneglected,thesecustomersrepresentanimmediate
opportunitytore-engagewithcustomersandtoupdatecustomerfiles.ThisisaperfecttaskforCustomer
ServiceorBDCagentstocompleteaspartoftheworkschedule.Whilemakingthesecalls,itisbestpractice
tounderstandwhythecustomerhasdecidedtoserviceelsewhere.TheofferfromAutoAlertmayjustwin
backsomecustomersforserviceaswell!
19
AUTOALERT
ENGAGINGWITHLAPSEDSERVICECUSTOMERS
Everyonegetsbusyanditisnotuncommontohavealargelistofcustomersdueforservice.Whilemost
dealershipshaveaprocessinplacetoscheduleandconfirmserviceappointments,AutoAlertraisesthebar.
Withtheinformationprovided,richerconversationscantakeplacebytrainedsalesconsultantsorservice
advisors.
WARRANTYEXPIRATIONS
AutoAlertallowsthedealershiptoidentifycustomersthathaveanexpiredwarranty.Asyoucansee,there
areunlimitedwaystoorganize,sort,and/orsearchforopportunitiesinservice.Intheexampleabove,the
customerrecord,referencedbytheredarrow,ishighlightedingreenbecauseCreditConvertwasrunonthe
customerfile.
RicherconversationswithservicecustomersaremadepossiblewithAutoAlert!
20
AUTOALERT
AutoAlertBrowserPlug-in
AutoAlert’sInternetbrowserplug-inrunsconcurrentlywiththesupportedweb-basedCRMstoprovidea
seamlessuserexperiencetoAutoAlertandProfileFuze-enabledcustomers.Theplug-inprovidesuserswith
theabilitytomatchcustomersintheCRMwithexistingAutoAlertopportunitiesandProfileFuzesignals
withinthesamescreen.
TheInternetbrowserplug-inaddressessomeoftheimmediateconcernsaboutdirectintegrationwith
popularCRMs.Salespeoplehavequickaccesstoopportunities,dealsheetsandagendaitemswithout
switchingbackandforthbetweentheirbrowserwindows.
Thekeyfeaturestotheplug-ininclude:
•
•
•
•
AutoAlert“OpportunitiesDial”–Easilyseetheuser’stopfiveopportunities
Tenupcomingactivitiesontheuser’sAutoAlertagenda
Viewcustomerdealsheetsandreplacementvehicles
NavigatedirectlytoAutoAlertapplicationfromtheplug-in
•
ViewCRM/ProfileFuzeSignals/AutoAlertallonthesamescreen
Intheexamplebelow,asalesprofessionalwhopullsupacustomerintheirVinSolutionsCRM(redarrow),
caneasilyclickontheProfileFuzetab(orangearrow),ortheAutoAlerttab(greenarrow)toseeimmediate
matchesineachsystem.Thebrowserplug-inautomaticallypullsinformationfromanyweb-basedCRMinto
theadvancedtoolsprovidedbyAutoAlert.ReplacementvehiclesarerecommendedbyAutoAlert(yellow
arrow)allfromwithinthesamebrowsersession.
21
AUTOALERT
SalesConsultantManagementTools
Salesandserviceconsultants,workingasateam,canmakeProactivePortfolioManagement(PPM)areality.
Insteadofstandinginthedealershiplot,oftenininclementweather,salesprofessionalscaneasilymine
theircustomerswhoareinsnequitypositionoreligibleforavehicleupgrade,awarrantyextension,ora
lowerpayment.ThemainDashboardincludesareminderoftheactivitiesscheduledfortheday.Thatlist
canbeexpandedtoseetheentireopportunitiesandactivitycalendarforeachsalesprofessional.
AutoAlerthasitsowninternalcustomermanagementtoolstosetappointments,sendemails,andtolog
activity.ManagerscanusetheActivitiesCalendartoinspecttheappointmentsandengagementwithany
employee,asshownbythegreenarrow.ActionsrecordedinAutoAlertaredirectlyupdatedfordealers
usingMomentumCRM.Thecompanyplanstoexpandthelistofdirectintegrationsinthecomingyear.
Fordealerswesurveyed,thelackofautomaticupdatestotheirCRMwasoneofthechallengestheyfacedto
gettingtheirsalesteamtoengagewithAutoAlert.Duplicateentryofcustomercontacts,althoughtaking
extratime,issimplifiedwithProfileFuze.Asimplecut-and-pastecanmovenotesfromAutoAlertandmove
themtopopularautomotiveCRMplatforms.
22
AUTOALERT
SalesConsultantActivityReports
OneofthechallengeswithimplementingAutoAlertischangingthedealership’sculturefromreactiveto
proactiveportfoliomanagement.Laterinthisreportwewilldiscusstheonlinetrainingandcertification
programofferedtoAutoAlertcustomers.
Withthatsaid,managersmustinspecttheactivityoftheirsalesandserviceteamsinAutoAlerttogetthe
expectedROIfromthesoftware.Usageisbasedonactualactivityinthesystemandnotjustaclockwhich
trackstheamountoftimeloggedin.
Intheexampleabove,youcanseesomesalesprofessionalsareembracingAutoAlertandothersarenot.
Accountabilityisanimportantrequirementinanysalesteam.AutoAlertcan’tforcesalesprofessionalsto
maximizetherevenuefromtheircustomerportfoliobutmanagerscaninspectactivityandholdtheirteam
accountable.Ifasalesprofessionalrefusedtomaximizethedealership’scustomerportfolio,itiseithertime
forretrainingortimeforachangeofcareer!
23
AUTOALERT
OnlineTrainingVideos
AutoAlertprovidesdealerswitharobustsetoftrainingresourcestohelpsalesprofessionalsmasterthe
toolsprovidedforProactivePortfolioManagement(PPM).TheAutoAlertAcademydashboard,shown
below,demonstratestheinvestmentthecompanyhasmadetotransformthesalesprocessesindealerships
tomaximizecustomerretentionandrevenue.
Allsalesprofessionalsarerequiredtobecertified,andthepurplearrowshowsthisnewuserhasnotyet
completedthecertificationprocess.TheAcademyhascertifiedvideos,asshownbythegreenarrow,which
breakdownthesoftwareintoshortvideomodulesforPhaseIandIIcertification.
TheAcademyalsoprovidesscriptsforsalesprofessionalstouseintheircommunicationswithcustomers
whoareinanopportunitystate.Pastwebinars,glossaries,andtheusers’guideareallprovidedinthis
dashboard.
YoucanalsoseeAutoAlerthasaregularscheduleoftrainingwebinars,asindicatedbytheredarrow.There
areampleopportunitiesforsalesprofessionalstojumpinandgetthetrainingand/orrefreshercourses
theyneedtosellmorecarsinadigitalage.
24
AUTOALERT
F&IManagerTools
AutoAlertincludesbasiccalculatorsfortheF&IManagertousetopresentacustomerwithsomepayment
optionsasshownbelow:
Thecolumnlabeled“Accept,”indicatedbytheorangearrow,allowsmanagerstoassignthedealtoa
customerandprintadetailedoffersheet.Inmanycases,onceacustomerhasexpressedinterestintheoffer
generatedbyAutoAlert,thedealwillbeworkedthroughthedeaker’sexistingdeskingandCRMtools.
AutoAlertmakesiteasyforsalesmanagerstopresentdifferentscenariostoconsumersbecausethe
softwareisintegratedwiththeirinventory.Thegreenarrowpointstothebrowsingfeaturewhichallowsthe
salesmanagertoproducefinancialscenariosfordifferentvehiclestheconsumermightbeconsidering.
Theredarrowpointstotheprintfeaturewhichwillallowthetableofdatatobeprintedorexportedintoa
PDFfilethatcanbeemailed.AutoAlertalsoprovidestoolstohelpsalesmanagersconvertcashbuyersinto
financeorleasebuyers,whichwewilldocumentonthefollowingpage.
25
AUTOALERT
PresentingFinancialComparisons
HowcanAutoAlerthelpfinancemanagerswithconsumerswhoarenormallycashbuyers?Byselectingthe
Comparetab,shownbytheyellowarrow,managerscanshowthefinancialimpactofpurchasingavehicle
forcash.
Inthe“PayCash”column,theTotalOutlayfigureshowsthe“opportunitycost”ofnotinvestingthe$36,145
sellingpriceinafinancialinstrument.Thecalculatorshowstheconsumercouldgenerate$10,213in
interestoverfiveyears,ata5%rateofreturn,whichbringsthetruefinancialoutlayto$46,257.Ofcourse,
notallconsumersknowhowtoinvesttheirmoneytogeta5%return,butanynumbercanbeplacedinthe
InterestGainfield.
Thedashboardalsopresentsanattractivescenariowhichallowsfinancemanagerstopresentleaseand
financeoffersatdifferentterms.Noticetheretailloantermwassetat60monthsandtheleasetermwasset
to36months.ThecolumnsforRetailandLeaseshowtheassociatedpaymentsforthisleadthrough
Mercedes-BenzFinancial.
The“CashBack”columnwouldbeusedintheeventacustomerwishedtoreceivecashbackinlieuoftrade
equityorrebates.The“PrePay”columnaccountsfordiscountsonpre-paymentofallleasepayments.Ifthe
dealerwouldnotliketoshowtheCashBackorPrePaycolumns,theycanbeturnedoffinthesettingstab,
shownbythepurplearrow.
26
AUTOALERT
CustomerResults:ROIReports
DealerscanprintROIreportsandactivityreportsdirectlyfromAutoAlert.Intheexamplebelow,overa60dayperiod,thisdealersold25oftheopportunitiespresentedinAutoAlertandwasalsoabletosell13ofthe
vehiclesthatcameinontrade.Theorangearrowshowsthetotalgross,andthegreenarrowshowsthe
averagegrossforsalesandtrades.Eachtransactionisdetailedbycustomername,salesconsultant,and
vehicledata,asshownbytheredarrow.
27
AUTOALERT
CustomerFeedback
WesurveyedcurrentandformercustomersofAutoAlert3toseehowtheyrated
thecompany’ssoftwareandcustomersupport.Sincethecompanywasfounded
in2002,therehasneverbeenatimeinthecompany’shistorywhereproduct
featuresandfunctionalityhaveexpandedsorapidly.
Thisaccelerationisduetomanyfactorsincludingachangeofleadershipatthe
company.MikeDullea,aserialautomotiveentrepreneur,waspromotedtoCEO
in2016.Theimpacthasalreadybeenseenbyautomotiveindustrywatchersand
theircustomers.Herearesomeofthequestionsandresponsesincludedinthesurveyresults:
WhydidyoupickAutoAlertoverothersinthemarketplace?
•
•
•
•
ThiswastheonlyproductIsawthatmetourneeds-17.39%
Thisproducthadthebestfeaturesoftheproductswereviewed-52.17%
Thisproducthadthebestpriceoftheproductswereviewed-4.35%
Thisproductprovidedthebestsupportandtrainingoftheproductswereviewed-4.35%
•
Idon'trememberwhywepickedtheproduct-21.74%
AreyouawareofotherproductsthatdirectlycompetewithAutoAlert?
•
Yes-91.30%
•
No-8.70%
ItisclearfromthesetwosurveyquestionsthatdealerswhoareusingAutoAlertdidtheirhomeworkand
investigatedmultipletoolsforcustomerretention.TheircustomerssaidAutoAlerthadthebestfeaturesto
meettheirneedsoverofferingsfromDealerSocket,ELEAD1ONE,DominionDealerSolutions,RedBumper,
andAutomotiveMastermind.
Howaccuratearethetrade-inand/orleasefiguresgeneratedbyAutoAlertwhendealingwitha
consumerwhodidnotpurchasethevehicleatthedealership?
•
•
VeryAccurate-15.79%
Accurate-68.42%
•
NotVeryAccurate-15.79%
WewereinterestedintheaccuracyofAutoAlert’smodelingwhenaconsumerenteredtheshowroomor
servicedrivewithavehiclethatwasnotpurchasedatthedealership.84%ofthedealersusingthe
softwarestatedthesoftwarewasaccurateorveryaccuratewithconsumerswhodidnotpurchaseatthe
dealership.Weconsiderthisfeedbackastrongvalidationthatthemajorityofdealersfindthesoftwaretobe
areliablepartoftheirretentionstrategy.CreditConvert,oneofthelatestenhancementstotheplatform,
increasestheaccuracyofexistingfinancestructuresandcredit-worthinessbasedontheabilitytogainsoftpulldatafrommultiplecreditbureaus.
28
AUTOALERT
WouldyourecommendAutoAlerttoyourfriendsintheautoindustry?
26%
Yes
No
74%
SurveyrespondentsareobviouslypleasedwithAutoAlert
software;74%saidtheywouldrecommendtheproductto
theirpeers.Ourresearcherswereinterestedinwhythe
26%saidno,andwhytheywouldn’trecommendthe
software.
Themajorityof“no”respondentssaidtheywantedtosee
moredirectintegrationswithCRMplatforms,toavoid
doubleentryofsalesconsultanttasks:calls,emails,and
notes.
Wealsolearnedmanyoftheserespondentsdidnotseethe
integrationofAutoAlertwithProfileFuze,sothecompanyhassomeworktodotoeducatetheirexistingand
formercustomerbase.Weincludedimportantfeedbackinthefollowingsectiononproductimprovements.
Onepointtomakeisinlargerautomotivegroups,itisnotuncommontohavemultipleCRMplatformsused
atthestores,eachwiththeirownnativeretentionsoftware.SinceAutoAlertisplatformagnostic,dealer
groupscanhaveonePPMsoftwareplatformacrossalltheirstorestocreateastandardizedprocessandto
maximizetherevenueopportunitiesinallstores.
HowwouldyourateyoursatisfactionwithAutoAlertCustomerSupport,onascaleof1-10,with10
beingcompletelysatisfied?
60%
50%
40%
30%
20%
10%
0%
3
5
7
8
9
10
29
AUTOALERT
FutureOpportunities
ThesophisticationofdatamanagementtoolsandthecurrentfeaturesetmakesaddingAutoAlertaneasy
decisionfordealerswhowanttoimplementaProactivePortfolioManagement(PPM)dealership.AutoAlert,
pairedwithProfileFuze,ismuchmorethananequityminingplatform.
AutoAlertisapprovedforco-opfundsfromU.S.andCanadianOEMs.ThegrowinglistincludesAudiCanada,
HyundaiCanada,KiaCanada,HondaCanada,VWCanada,FCACanada.IntheUnitedStatesmarketAutoAlert
and/orDirectAlertco-opfundsareavailablefromAudi,GMDTAP,iMR,andMercedes-Benz.
ThedevelopmentteamatAutoAlertcontinuestoaddnewfeaturestotheplatformeachmonth.Feedback
fromourcustomersurveyandourowntestingofthesoftwarehasproducedawishlistofitemswhichwe
hopetoseeinthefuture:
•
•
•
•
•
•
Clearereducationtocurrentandformercustomersonhowtheproducthasevolvedandthe
benefitsoftheintegrationwithProfileFuze.
DirectintegrationwithmoreCRMplatformstoavoiddouble-keyingofdatafromsalesconsultant
tasks;emails,calls,andnotes.
ExpandedlistofdirectintegrationswithOEMfinancialinstitutions.CurrentlyAutoAlerthasdirect
integrationwiththesecaptivelenders:
o Mercedes-Benz
o BMW
o Audi
o Volkswagen
o Lexus
o Toyota
Pre-selectedemailtemplatesbasedonthecurrentalertsthataretriggered,includingtheoptionto
haveacombinationemailtemplatethatreflectsmultiplealerts.
Trainingvideosandscriptsdealerscanuseintheirsalesanddeliveryprocessestoinform
customersofthefuturecallsthatwilltakeplace,usingAutoAlert,toinformthemaboutupgrading
theirvehicle.
Offeringcallcenterservicestodealersthatcannotworkalltheirexistingopportunitiesbasedon
theircurrentstaffinglevels.
Whileweunderstandtherearemanyopportunitiesfordealerstoincreaserevenueandprofits,weseeno
greateropportunitythanProactivePortfolioManagement(PPM).AutoAlertprovidesaremarkableplatform
forimplementingandscalingaPPMteaminfranchisedealerships.
30
AUTOALERT
AboutPCGResearch
BrianPasch,founderofPCGCompanies,formedPCGResearchtoprovide
comprehensiveproductresearchfortheautomotivecommunity.Brianhas
beenactivelyinvolvedwithautomotivefranchisedealerssince2005.
Brianhasauthoredthreebestsellingbooksfortheautomotiveindustry:
“MasteringAutomotiveDigitalMarketing,”“SellingCarsinaDigitalAge,”
and“UnfairAdvantage.”HisbooksareavailableintheAppleiBookstoreas
wellasAmazon.com.HisbooksarealsobeingusedatNorthwood
Universitytoeducatethenextgenerationofautomotiveprofessionals.
Brianisnowpioneeringanewstyleofonlineeducationfortheautomotive
industry.DetailsonthePCGstrategyandtheirlibraryofonlineworkshops
canbefoundbyvisitingwww.pcgtraining.com.
Brianisanactiveconferencespeaker,20Grouppresenter,andcoachto
bothdealersandmembersofthevendorcommunity.Hehaspresented
workshopsatNADA,DigitalDealer,DrivingSalesExecutiveSummit,Kain
AutomotiveWorkshops,InnovativeDealerSummit,AutomotiveBootCamp,AutoCon,VinWorx,andthe
DigitalMarketingStrategiesConference.BrianisGoogleAnalyticscertifiedandPCGisaGooglePartner
company.
BrianhasledPCG’sexpansionintointernationalmarketswherehistrainingcurriculumisbeingutilizedby
dealergroupsandmanufacturersaspartofachangemanagementprocess.
PCGisalsothedrivingforcebehindtheautomotiveindustry’smostrespectedannualawardsformarketing
technology,theAWAAwards.EachyearBrianandthePCGteamconductin-depthproductreviewstoassist
dealerstochoosethebesttechnologyfortheirbusinessoperations.
UpcomingSpeakingEvents
BrianPaschandGlennPaschwillbeconductingworkshopsattheupcomingautomotiveconferences:
o NADAConvention&Expo–March31st–April3rd–LasVegas
o DigitalDealerRegionalConference–May3-4thCherryHillNJ
o DigitalMarketingStrategiesConference–May22-24th–NapaValley
PCGexecutivesareavailablefordealergroupmeetings,20-Grouptrainingevents,orautomotive
conferences.Forinformationregardingthisreportortobookaspeakingengagement,contactBrianPasch
at732-450-8200.
31
AUTOALERT
References
1Allpre-screensarebasedonpre-determinedtierselectionsmadewithCreditMiner.Pre-screened
customersreceiveafirmofferofcreditredeemableonlyatmailingdealership.
2Publicfacingwebsitethatallowsconsumerstoblocktheirinformationfrompre-screenoffers.
https://www.optoutprescreen.com/
3PCGsurveyofAutoAlertCustomersFebruary2016–March2016usingSurveyMonkey.com.
AdditionalReadingandVideos
AutoAlertCustomerTestimonialVideos–http://bit.ly/1UInMO5
AutoAlertProductGuides–http://bit.ly/21NPI8q
32

AutoAlert PCG Research Report 2016

Transcription

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