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AllCall Multi-Channel BDC
Greg Wells
The Eight Cylinders of the BDC
TEAM
EXPERIENCE
CULTURE
CAMPAIGNS
MEASURE
ACQUISITION
IMPROVEMENT CRM
“You’ve got to start with the customer experience and
work backwards.”
Steve Jobs
EXPERIENCE
“I am the world’s worst salesman, therefore, I must make it easy for people to buy.”
–F.W. Woolworth
Greet Need Find Walk Demo Trial
Close Close Close F&I Del
100 years
Select a vehicle Check it’s history Validate the price Know their trade value Know finance options Research the dealership
Needs Search F/B Select a
car Select Dealer
Price Trade Test
Drive Close F&I Del
Pre-Visit
Fast and Easy
Operational Excellence
Customer Intimacy
Product Leadership
Types of Value Propositions
Your customers want a good product at the lowest possible price.
Your customers want the
process to be easy.
Your customers communicate across multiple channels.
Operational Excellence
BUILD YOUR TIGER TEAM
“The strength of the pack is the wolf. The strength of the wolf is the pack.”
Rudyard Kipling
Multi Channel Communication Experts
Phone
Video
Chat
Text
Social
Choose the right people!
• Phone first • Video resume • PI, DISC, Strengthfinders or Wunderlik • Use a comparison grid • Two person interviewing • Role Play
Source Lead
Count X
Average
Tasks
Total
Tasks
Internet 1000 X 12 12000
Phone 250 X 3 750
Unsold Showroom 300 X 2 600
Sold Follow Up 350 X 2 700
Service Inbound 5000 X 1 5000
Service Outbound 1725 X 2 3450
Database Marketing 1000 X 3 3000
Sales Inbound
Total Tasks Divide
Tasks/Day/
Person Divide
Work
Days
Total agents
needed
12750 / 60 / 22 7.7
Service
Inbound Tasks Divide
Tasks/Day/
Person Divide
Work
Days
Total agents
needed
5000 / 150 / 22 1.5
Sales
Out Tasks Divide
Tasks/Day/
Person Divide
Workin
g days
Total agents
needed
4300 / 100 / 22 2
Service
Out Tasks Divide
Tasks/Day/
Person
Divide
d by
Workin
g days
Total agents
needed
3450 / 100 / 22 1.5
CULTURE
“Customers will never love a company until its employees love it first.”
Simon Sinek Start With Why
Customer Service
Everyone has a Role
Measure Everyone
The Halo Effect
“When customers think you are good at something, they assume
you are good at everything.”
Horst Shulze Ritz Carlton
620 490
1820
3650
8550 9620
16440
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
ShowroomVisitors
InternetLeads
Closed RO Voicemails Website OutboundsCalls
InboundsCalls
620 490 1820
3650
8550 9620
16440
Showroom Visitor
Internet Leads
Closed ROs
Voicemails Website Visitors
Outbound Calls
Inbound Calls
Case Study: Customer Engagement/Interaction September 2016
CRM
To be a great BDC dealer you must first be a great CRM dealer.
CRM Strategy
The overall design of your interaction with customers throughout the
ownership cycle.
Customer Based Selling
Individualized Service
Product Based Selling
Managed Services &
Support Lo
w
H
igh
Completeness of Customer
Information
Degree of Customer Individualization
Low High
CRM Tool
Software used to facilitate the strategy throughout the ownership cycle
The CRM Tool
ONE
Identify
your
customer
TWO
Update
status
THREE
Rank your
traffic
FOUR
Track data
collection
FIVE
Performance
standards
CAMPAIGNS
“Almost all quality improvement comes by simplifying design, processes, and procedures.”
-Tom Peters
Inbound Outbound
Retention Conquest
PROCESS
CRM Campaigns
• Process Map
• Call Guides
• Voicemail
• Video
• Metrics
• ROI
IMPORTANT PROCESSES
PRIORITY APPOINTMENT
SHOWROOM PROCESS
DATA COLLECTION
ACQUISITION
“100% of your success comes from the quality of your leads.”
-Tom Drucker
Lead Acquisition
Digital Marketing
Website Conversion
Lead Mix
Data Mining
3rd Party, 70%
Vin Specific, 12%
Website Leads, 10%
Phone Ups, 8%
Low Performing Lead Mix
3rd Party
Vin Specific
Website Leads
Phone Ups
Third Party 700 5% 35
Vin Specific 120 12% 15
Website 100 20% 20
Phone Ups 80 25% 20
1000 9% 90
3rd Party, 20%
Vin Specific, 30%
Website Leads, 40%
Phone Ups, 10%
High Performing Lead Mix
3rd Party
Vin Specific
Website Leads
Phone Ups
Third Party 200 5% 10
Vin Specific 300 12% 36
Website 400 20% 80
Phone Ups 100 25% 25
1000 15% 151
CAMPAIGNS
ACQUISITION
MEASURE
“The use of KPIs is meant to improve and transform the organizational performance.”
Pearl Zhu
Four Core Reports for managing your BDC, Showroom, Marketing and Lead Acquisition
BDC Performance Report: Measure the effectiveness of your agents individually and by source, by department and by franchise or as a whole. Indicates KPI’s on conversion.
OTDB Report: The opportunity to do business report shows you the performance of your sales team. Ups, demos, write ups, apts, sales and gross.
Internet ROI Report: Measure the effectiveness and return on your marketing channels. Break down by new and used or by source. Tracks each source’s volume, conversion and cost per sale.
New Leads by Source Report (Tracking Codes): Displays where all your business is coming from and the conversion rates on each source.
IMPROVEMENT
The biggest room in the world is the room for improvement.
Helmut Schmidt
Call Guide
Recorded Call
Scorecard
One Thing at a Time Shift
Jump Start Meeting
Review
Demonstrate
Role Play
Monitor
Measure
Feedback
Daily Focus Points
TEAM
EXPERIENCE
CULTURE
CAMPAIGNS
MEASURE
ACQUISITION
IMPROVEMENT CRM
