ted ings at jd power and associate automotive internet roundtable
DESCRIPTION
Ted Ings at JD Power and Associate Automotive Internet RoundtableTRANSCRIPT
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!