ted ings at jd power and associate automotive internet roundtable

BeyondBeyond Vehicle Vehicle SalesSales

Ted IngsFounder and President

Benchmark Case StudyBenchmark Case Study

Telephone Role Play: Service Advisor Customer

Primary Initial Concern(s) Check Engine Light and Oil Change

Vehicle Needs (reason for your call): 4 Tires, Battery, 30K Service

Telephone Role Play: Service Advisor Customer

Primary Initial Concern(s) Check Engine Light and Oil Change

Vehicle Needs (reason for your call): 4 Tires, Battery, 30K Service

2008: Selling Service Today

2008: Selling Service Today

Owner loyalty is diminishing

Warranty work continues to fade away

New, longer maintenance requirements, oil monitors, synthetic oils and 100,000 mile tune-ups

Mass merchandisers are increasingly effective

Less customers, less often, less income

Owner loyalty is diminishing

Warranty work continues to fade away

New, longer maintenance requirements, oil monitors, synthetic oils and 100,000 mile tune-ups

Mass merchandisers are increasingly effective

Less customers, less often, less income

Case Study: Multi Point Inspections

Case Study: Multi Point Inspections

Case Study: Items in “Red”

Case Study: Items in “Red”

The Customer Service Experience

The Customer Service Experience

1. Customer contacts dealership via Internet or

phone

2. At the dealership (with the Service

Advisor)

3. Vehicle goes into the shop for repair

or maintenance

4. Customer is advised on vehicle status

5. Customer picks-up vehicle from

service

The Customer Service Experience

The Customer Service Experience

What’s the Value of a Visual?

What’s the Value of a Visual?

On the Internet / PhoneOn the Internet / Phone

Positive Word trackPositive Word track

I CAN HELP YOU!I CAN HELP YOU!

The Cathcart ModelThe Cathcart Model

TrustTrust TensionTension ValueValue

• Ford’s online tool• Accurate Information• Tailored to vehicle• Customer inputs mileage• Approval rate increase from 15% to 60% on maintenance packages

Genuine Scheduled Maintenance

Genuine Scheduled Maintenance

Preparation Prior to ArrivalPreparation Prior to Arrival

Service History: A Powerful Tool

Service History: A Powerful Tool

OK, So How Should I Use It?OK, So How Should I Use It?

Building Value with the Customer

Building Value with the Customer

Visually See the NeedsVisually See the Needs

AuthorizationAuthorization Status via email Permission based Convenience Respects the

Customer’s Time Builds Trust Speeds Approval

Process Can be used as

follow-up

Status via email Permission based Convenience Respects the

Customer’s Time Builds Trust Speeds Approval

Process Can be used as

follow-up

Galpin Motors, Van Nuys, CA

Galpin Motors, Van Nuys, CA

What Do These Brands Have in Common?

What Do These Brands Have in Common?

2008: The New Service Experience

2008: The New Service Experience

Branding: Galpin Auto Sports

Branding: Galpin Auto Sports

Accessories and Accessories

Accessories and Accessories

Look at Other Industries!Look at Other Industries!

Zip-Out Shopping CartZip-Out Shopping Cart

Seasonal Specials / Features

Seasonal Specials / Features

Result: Happy, Loyal CustomersResult: Happy, Loyal Customers

Thank You!Thank You!