Premium Strategy 2009 Deck For Field Revised

2009 GM SFE Premium Program

• What is it?– A Premium focus on Connecting with the

Customer…• On the Internet• In the showroom• In the service department

– Focused effort on moving the bulk of dealers forward in the key GM initiatives• Selling in the 21st Century (S21)• Customer Retention

2009 SFE Premium Overview

2009 SFE Premium Changes At-A-Glance

All SFE Premium-Division enrolled dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.

Digital Performance Reward

Digital Selling Consultations

SFE Premium Digital Business Series – Service

• Awarded quarterly • Based on mystery shop

scores• CIM on track for training

requirement

• Variable offering based on sales volume/digital activity

• One attendee per enrolled BAC

• 2 day meeting• 1 meeting per region; 5

total


• Designed to increase customer response time, improve quality of digital response and increase sales closing ratios

• Paid on a quarterly basis; per enrolled SFE Premium division

• Based on the dealership’s response to eMystery Shops conducted by a Third Party Expert each quarter

• Utilizes GM Leads Internet Index scorecard to evaluate response and score results


• Separate opportunity from the Quarterly and Beat the Region performance bonus and does not require a dealership to meet their quarterly Sales and CSI targets– Dealerships must have a Certified Internet

Manager on track to complete training as per 2009 GM SFE Performance Bonus requirements

– Review CIM requirements in 2009 GM SFE Process manuals


• Process OverviewStep 1: eMystery ShopsStep 2: Scoring the ResponseStep 3: Reporting Step 4: Quarterly Scores tabulated/postedStep 5: Digital Reward determined


• Step 1: Quarterly eMystery Shops– Number of eMystery Shops received by dealership

will be based on sales volume, taking into account the average leads received/month• Maximum of 4 shops/mth• Minimum of 2 shops/mth

– Ensures that lower volume dealers are not shopped too frequently


– Shopping parameters• Shops begin week of 1/8/09 and continue through

December 2009• Shopping will occur during business hours• GM Calendar of actual shopping days to be housed on

gmsfelive.com• Shops consist of RFQ submitted through divisional

website; cadillac.com, hummer.com

Number of Mystery Shops

• Step 2: Scoring the Response– Response will be scored using GM Internet

Lead Response Scorecard and Lead Response Scorecard Guidelines• Published in 2009 Cadillac and HUMMER process

manuals• Guidelines provide Category Requirements and

correct response examples


Speed of Response (30 Points) Points Less than 1 hour 30 1 to 5 hours 20 5 to 15 hours 10 15 to 24 hours 5 24 hours or greater 0Auto Response 0

Quality/Content (70 Points) Points Price quoted and/or range provided 20 Alternative vehicles offered 15Next steps and/or calls to action provided 15 Complete signature 10 Complete greeting 5Dealer differentiation 5 Bonus: Links to Dealer Website, current

offers etc. 5 Multiple spelling and/or grammatical error(s)

and/or template tag(s) (-15)Did not address all questions (-15) Single spelling error only (-5) Spam, bulk mail folder 0

Dealership eMystery Index Rating =

GM Internet Leads Index


• Step 2: Scoring the Response (cont)– Shopper will submit scorecard for each shop

after response is obtained• Shoppers will wait up to 3 days for a response; at

this point, response can still be graded for quality but receives 0 for response time



• Step 3: Reporting– Dealership and Facilitator will have access to

lead, response and scorecard via email (Category A) or website (Categories B and C)

– Access to above within 7 days of lead submission

– Quarterly reward reporting will be rolled into existing reward reports on GMSFELive.com• Performance and Detail reports



• Step 3: Quarterly Scores tabulated– Dealership results on the all scorecards/qtr will

be totaled and divided by the total number of shops received/qtr • Obtain average score per quarter• All averages will be rounded to the nearest tenth• Standard rounding principles apply

– Dealerships must have an average quarterly eMystery Shop score of 80.0 points or higher to qualify for reward



Quarterly Scorecard Achievement

Potential Quarterly reward

80.0 – 84.9 average score 5% of quarterly bonus amount

85.0 – 94.9 average score 10% of quarterly bonus amount

95.0 or higher average score 15% of quarterly bonus amount

Digital Performance Reward Example 1 (Cadillac)

• 2009 SFE Retail Sales Category: 300- 399• SFE Quarterly Bonus at 100%

$45,000• Average score from 12 Shops 81.6• Total Q1 Digital Reward: $2,250

(5% of quarterly bonus amount)• Potential Yearly Digital Reward*: $9,000*Maintained quarterly score of 80.0-84.9

Digital Performance Reward Example 2 (Cadillac)

• 2009 SFE Retail Sales Category: 300-399• SFE Quarterly Bonus at 100%

$45,000• Average score from 12 Shops 95.1• Total Q1 Digital Reward: $4,500(15% of quarterly bonus amount)• Potential Yearly Digital Reward*:

$18,000* Maintained quarterly score 95.0 and above

• HUMMER SFE Retail Sales Category: 75-99• SFE Quarterly Bonus at 100%

$95,000• Average score from 12 Shops 81.7• Total Q1 Digital Reward: $4,750(5% of quarterly bonus amount)• Potential Yearly Digital Reward*:

$19,000* Maintained quarterly score 80.0 – 84.9

Digital Performance Reward Example 3 (HUMMER)

• HUMMER SFE Retail Sales Category: 75-99• SFE Quarterly Bonus at 100%

$95,000• Average score from 12 Shops 95.2• Total Q1 Digital Reward:

$14,250(15% of quarterly bonus amount)• Potential Yearly Digital Reward*:

$57,000* Maintained quarterly score 95.0 and above

Digital Performance Reward Example 4 (HUMMER)






requirement




total

2009 SFE Premium Offerings

All SFE Premium dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.

• Level of consultation depends on sales volume and digital activity

• Dealerships placed in one of three categories• Category A – High volume sales and lead volume• Category B – Mid volume sales and lead volume• Category C – Mid to lower volume sales and lead volume

• Category assignments will be posted on gmsfelive.com


• Category A– Onsite and remote consultations managed by Lisa

Keller, eValuation with Facilitator participation• Category B– Quarterly onsite consultations managed by Digital

Process Consultant/Facilitator team• Category C– Consultations managed by onsite SFE Facilitator


1. Onsite Assessment, Q1– Conducted with Certified Internet Manager, General

Manager, Dealer Operator– Needs Assessment completed

– People, Processes, Technology

– Action Plan provided within 10 days of meeting

2. Quarterly consultations – Q2-Q4– Remote and/or onsite visits with Dealer

Operator/General Manager to review progress in areas of improvement– Review of response quality, DART report, action plan

progress

Consultation Elements/Process

• SFE Digital Process Consultants• Will undergo separate training organized by Maritz

and GM CRM team• Will partner with onsite Facilitator, bringing a

third-party expertise to the digital selling process

Digital Process Consultants

2009 SFE Premium Offerings

All SFE Premium dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.






requirement




total

SFE Premium Offerings

• SFE Premium Digital Business Series – Service• Deep dive into key fixed ops challenges• Lloyd Schiller. Dealer Service Corporation

– 2 day meeting , 1 per region• One attendee per BAC – if enrolled in both Cadillac and

HUMMER = two spots

– Timing coincides with GMSFE Service Symposiums • Dealer pays air and ground travel, incidentals• Program, hotel and meals during program, are included


• SFE Premium Digital Business Series – Service– Focus on key drivers, such as:• Pay Plans – structures for parts, service advisors, techs• Defection points – tires, oil filters, etc.• MPI – how to make them work• Maintenance Menus – how to build, price, assess

market• Digital service department


• Sustainment/Reinforcement for Meeting• Attendees only will receive access to SFE

Momentum website– Action items reinforce main meeting topics– Knowledge library contains speaker, GM SPO and SFE

resources– Ability to share best practices/recognize success– Discussion Forum for all attendees, hosted by guest

speaker

CTA Changes for Premium

• CTA bonus is still in effect for 2009, with one major change– Dealers are now capped as to the number of CTA

units that will be paid for SFE bonus– Cap is 25% of the minimum number– Example• Dealer Minimum number of CTA units, based off of

volume, is 10. Maximum number of CTA units paid is now 13• Dealer can certainly do more CTA units, but will not be

paid SFE bonus

CTA Changes for Premium