Jeff Kershner, Founder of DealerRefresh, and Ryan Leslie, Director Dealer Experience for DealerRater.com, jointly presented a session at the DrivingSales Executive Summit in October 2013. The session provided dealers with meaningful and actionable data on improving show rate by improving overall Customer Experience.
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Jeff Kershner / Ryan Leslie DSES 2013 Slides
1. October 13th-15th, 2013
The Bellagio Hotel, Las Vegas
Winning the Battle for
Higher Show Rates
Jeff Kershner – Founder,
DealerRefresh
Ryan Leslie – Director of Dealer
Experience, DealerRater.com
2.
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4.
5. Agenda
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200 “Real” Reviews in 200 days
“Mobile” means more than your website
Avoid consumers “showrooming” your ass
“Showrooming” isn’t always bad news
6. 200 “Real” Reviews in 200 Days
We all know reviews are important to
consumers, right?
8. 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.
10. 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 ...
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 ..
11.
12. • 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
13.
14. • Blow Up your Silos
– Review Collection isn’t just for sales
• Consumer interest in Service Reviews is growing
Sales
Service
Finance
15. Google Trends shows increased interest in service reviews…
and climbing!
Replace with Your Contact Information
or DELETE
16. Reputation is as important to Service as Sales-The Stats
Replace with Your Contact Information
or DELETE
28. 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
34. 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
41. 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.
42. 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
-
46. 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.
49. 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).
53. 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 options – Pricing, Models and Trim
• Find a process to reduce alone time – reduce back and forth between
sales tower and consumer during negations
62. Employ Technology to Listen
* Real Time without a subscription, just pull at will.
63. Employ Technology to Listen
*nearly ever vendor offers a paid tool too if you’d
prefer to work with a vendor.
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70. What’s the point?
• CX is IMPORTANT…
• Are your Silos in Sync?
• Who’s Championing your Consumer’s
Experience across all Silos?
71. October 13th-15th, 2013
The Bellagio Hotel, Las Vegas
Questions?
Jeff Kershner – Founder,
DealerRefresh
Ryan Leslie – Director of Dealer
Experience, DealerRater.com
We have entered the brave new digital world - DIGITAL
We have entered the brave new digital world - DIGITAL
We have entered the brave new digital world - DIGITAL
Most times when we think of mobile we think or have been taught to think “mobile as it relates to mobile websites and mobile apps” But I want to focus on what I believe is the most important aspect of mobile and that’s COMMUNICATION!
Major forms of Mobile communication include text, email and of course call.
I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different. When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
Email isnt dead!! It has and will continue to adapt.
Instead we are still sending out crap like this – typically from a CRM WYSIWYG that isn't equipped to handle this. Knowing that 50% of emails are being read on a mobile phone and this is what it looks like – we even send it?
I wont bore you with too many stats and I know many of us have tried test message marketing campaigns that failed miserably – we can NOT classify text communication with text marketing campaigns as they are very different.When it comes to one to one communication, there’s currently nothing better than the speed and effectiveness of chat.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
Involve and engage your customer with technology. Get their mobile device out of their hands and get your mobile device in their hands. Talk about carstory – and the advantage it has to help combat showrooming
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer. The days of “breaking them down” by leaving them alone to talk to your manager for extended periods of time are over
Raise of hands – who knows what “Showwrooming” is? - Get someone to answer.
