CRM in the Digital World. Jeremy Evans. Managing Director, Marketing Delivery

Transcription

1 CRM in the Digital World Jeremy Evans. Managing Director, Marketing Delivery

2 What does C stand for? Car? Customer?

3 Do you know which methods of communication do your customers prefer? which work best? which would you like to do better?

4 What do customers like? Communication Is Key to Loyalty Customers are open to receiving various materials and information after a purchase, particularly service reminders and other practical information such as alerts about sales and promotions, welcome packs, and alerts about vehicle or accessory recalls is Preferred Communication Channel In a reflection of overall societal trends, respondents prefer to receive most types of post-sale communications by One-third of consumers would like to receive service reminders via their mobile phones 50% of s are opened on mobile devices - In the first hour after s are sent this can be up to 70% Sources CAP Gemini Cars Online 2010/11, 2011/12, Marketing Land, Knotice, Marketing Delivery

5 Why use and Mobile? Only types of communication that are preferred in print are brochures, welcome packs, magazines and a personalised resolution to a complaint.

6 When Do You Currently Contact Customers? Lifestage Enquiry Sales Aftersales Retention Advocacy Promotions Typical ecrm Contact Cycle Initial Enquiry Enquiry Follow-Ups (72 Hour, 7 days, 14 days, etc) Dead Leads / Lost Sales (New or existing customer) Order Placed Sales CSI Handover Arranged Vehicle Delivered Aftersales Introduction Service Reminders Lapsed Customers Service CSI Recommend a Friend Seasonal Health Checks Promotions and Newsletter

7 Initial Enquiry ecrm should start following the customer s first visit. Messages should reinforce reasons to buy from dealer, conveying trustworthiness in a clean and simple way. Content must be driven by data e.g. Customer Name Vehicle type (car / CV / Lifestyle) Sales Exec Location In their first week of ecrm, Farnell Land Rover sold a Range Rover Sport to a customer who replied to a SmartMail as the sales exec had not sent through requested figures.

8 Enquiry Follow-Up Follow-ups will help improve conversion 72 hour 7 day 14 day Messages should come from senior staff rather than sales advisor so that customer feels that their response will be taken seriously. Messages designed to be mobile-friendly A Toyota dealership has sold 82 cars in 6 months to customers who received follow-up s after they didn t commit to buy at the showroom visit

9 Customer Feedback to Enquiry Follow-up Hi, I sent an to John on Tuesday but I haven t heard back. I am looking at a ed4 Manual 2.2 Evoque Coupe, what is the process with the test drive? If it was only for 30mins do you know where I can rent one for the weekend? I had a Porsche Cayenne for trial for last weekend which I was pretty impressed with given that it not my first choice. Many thanks, Richard Hi Gavin, I would like to talk to you about supplying a new Discovery 4 XS, white with Privacy glass, rear camera and gloss black diamond wheels. I am getting online bids from other dealers from 43,500 to 44,000 inclusive of options. Please let me know if you wish to offer a competitive quote within this price range. I have cash waiting and do not require finance. Regards, John Clarke I am still awaiting quote from my visit yesterday. Cheers, Andy

10 Dead Lead / Lost Sale It s good practice to ask for permission to keep in touch to continue the relationship, even if the sale is not imminent Communicate aftersales offers for lost sales to underline the value of using your dealership for servicing Cross referenced between enquiry databases and existing customer database Reinforcing the strength of your aftersales offering is still effective to a lost sale, as they may have bought a similar vehicle elsewhere

11 Order Placed ecrm continues through the sales process, keeping the customer informed, guiding them through the sale Summaries of additional products and services Include service plans and accessories? Handover arranged Checklist for next steps insurance, finance etc One third of people who open this kind of click on the link for accessories for their new car

12 Sales CSI CSI s click straight through to pre-populated web-form allowing easy mobile completion. CSI replies should be posted to your Facebook page. Make sure that you respond as appropriate, thanking the customers or demonstrating that you are listening and taking action as necessary.

13 Aftersales Introduction Starts as soon as the car is delivered Introduce the aftersales department, convenience services such as courtesy car, collection and delivery, etc Important step to transition from the sales to the aftersales cycle It s important to build trust and rapport once the sales phase is complete in order to start developing the longer term relationship with the customer

14 Aftersales CRM Service Reminders Click through to website booking form or hosted forms Options for a call back 10x as many customers book by telephone as online Cross-sell options for brake fluid changes, health checks, etc How many times should you chase a service booking? Which methods should you use? Gross Open Rate Bounced /Failed Net Open Rate Actual CTR Service Reminder -60 days 38% 11% 43% 24% Service Reminder - 46 days 32% 11% 36% 23% Service Reminder -7 days 25% 8% 27% 16% Service Overdue 2 weeks 28% 8% 30% 14% Service Overdue 1 mth 21% 7% 23% 13% Service Overdue 2 mths 17% 7% 18% 10% Overall 31% 10% 34% 21%

15 Service CSI and the Use of Testimonials CSI replies are a valuable source of testimonials, which are highly important to customers. 71% of consumers would be likely to purchase a vehicle from a particular car manufacturer or dealer if they found positive comments posted on social media sites. As well as posting replies on Facebook, always retweet positive mentions on Twitter.

16 Recommend a Friend 78% of consumers trust peer recommendations but only 14% trust adverts

17 Seasonal Health Checks 35% of people find alerts about special sales, offers, and promotions useful, and 20% feel it increases their loyalty, which is on a par with service reminders. 64% would like this via . If the data is already available for the CRM process, no separate data extracts are required.

18 Examples of Other Best Practices Personalised URLs Personalised web content from campaigns Data capture device for customers with no s Perfect for big product launches or events Easier follow-up for sales teams Customer Portals Using existing data pulled from DMS Containing customer contact data Containing Vehicle key dates Booking requests and queries Mobile friendly web-form design Telemarketing Portal Also using data pulled from DMS, including a script prompter for outbound calling Pre-defined element of the contact cycle What else would you be doing in an ideal world? Are there any other examples that you can offer of best practice?

19 How Does Social Media Support CRM?

20 Strengths of the Key Social Media Platforms Community Customers Cars 30 million active UK users 10 million active UK users Friends/social-based network Image-based immersive content Facebook is the UK s second biggest source of online traffic after Google Pages for local outlets of a business with fans reach five times more fans (as a %) than their corporate pages with 100k+ fans, with engagement from 8x as many fans 37% use location based social networks to Check In daily or weekly FB Check In is a key driver of reach visibility to friends Influencer/news-based network Bite-sized text-based content prevalent 80% of UK Twitter users are active on mobile 40% of users only use Twitter as a curated news feed of updates that reflect their interests and don t actively tweet Active listening required for reputation management customer expectations are for issues to be responded to within 2 hours

21 Social Media Supports the Full Customer Cycle Pre Purchase Friends of Fans Awareness Visibility and endorsement to friends of fans via Facebook interactions and mentions on Twitter Viral Consideration Relevant and engaging content, conversations, offers Mentions Retweets Visual Content Post Purchase Fans (Customers) Retention Advocacy Regular engagement to deepen ongoing relationship beyond initial purchase. Active listening to solve customer service issues raised on Twitter WOM/Recommendations via CSI Posts and on-page recommendations & comments, mentions and retweets on Twitter Text Updates

22 Making It Easy for Customers on Facebook? Facebook bookings for a test drive, service, MOT or health check? Facebook stock search? More time is spent on FB than any other UK site -16% of all time spent online. It therefore makes sense to allow the customer to stay within the domain to interact with the dealership.

23 Some Final Thoughts For You Make it as easy as possible for the customer to open, read and respond to communications. For example, does the subject line of an make it immediately obvious that it s a service or a sales message? Make and web-form design mobile friendly to maximise impact and engagement. For example, keep to a single column design with large buttons. Does all of your activity explain all of the benefits of choosing your dealership, e.g. price matching, incentivising late bookings with discounts, courtesy car, free wi-fi, great coffee, collection/delivery, etc Let customers choose how to communicate rather than limit their options. For example, don t use a no-reply address, make sure customers can reply easily to a text in one-step process, put telephone numbers prominently on s, on Facebook, give them apps to contact you within the domain, etc Don t underestimate the importance of follow-ups to activity for example, a call to a non-responder of an for service booking reminder. A number of follow-ups is not only acceptable to customers, but often seen as genuinely helpful reminders to act. The first contact raises awareness but some people will naturally need to be more overtly reminded to act

24 What now? Wait until next year? Wait for predictive marketing to kick in?