jeff kershner / ryan leslie dses 2013 slides
DESCRIPTION
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.TRANSCRIPT
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October 13th-15th, 2013The Bellagio Hotel, Las Vegas
Winning the Battle for Higher Show Rates
Jeff Kershner – Founder, DealerRefresh
Ryan Leslie – Director of Dealer Experience, DealerRater.com
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Pretend for just a second this actually happened…
How would this make you feel about us?
How would this make you feel about DSES?
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Pretend for just a second this actually happened…
How would this make you feel about us?
How would this affect your experience at DSES?
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Agenda
• 200 “Real” Reviews in 200 days• “Mobile” means more than your website • Avoid consumers “showrooming” your ass• “Showrooming” isn’t always bad news
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200 “Real” Reviews in 200 Days
We all know reviews are important to consumers, right?
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200 “Real” Reviews in 200 Days
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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.
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After this, there is no turning back.“Real” Reviews are the result of“Real” Consumer Experiences
•“Reputation Management” is Bull...logna!
•“Online Reputation Management” is a Fallacy!
•Authenticity Rules!
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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 ..
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 ...
“Astroturfing” in the news
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• 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
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• Blow Up your Silos– Review Collection isn’t just for sales
• Consumer interest in Service Reviews is growing
Blow up your silos!
Sales FinanceService
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Replace with Your Contact Information or DELETE
Google Trends shows increased interest in service reviews…and climbing!
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Reputation is as important to Service as Sales-The Stats
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13,702 x 50% = 6851
6851 x 50% = 3425
3425 x 50% = 1712
1712 x 50% = 856856 x 50% = 428428 x 50% = 214214 x 50% = 107
How many times do I need to cut it in half?
ReviewAbsorption
Rate
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ReviewAbsorption
Rate
Service Reviews need to be on your
radar!
•More Opportunities•More Frequency•Growing Interest•Early Adoption
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High Fives Are FREE…Give Them FREELY!
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CA$H ATTN
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CA$H ATTN
•Bottom Up Solution•Stupid Easy•Quick Fix;Low Effort•Low Impact on CX•Short Term Payoff
•Top Down Solution•Requires Planning•Requires Intention•High Impact on CX•Culture Change
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Behavior Modification
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K.I.S.S.•Read reviews in meetings•Post reviews in Breakroom•Email to “all” to recognize excellence from GM or DP•Best review of the week rewards•No Lot duties•Eat first on Saturday
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Put the “ME” in TEAMStrategies to involve your team in
your reputation
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Reviews Differentiate
The Best fromThe Rest!
Megan BartoInternet Director
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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
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Brave New Digital World
120 million owners
50 million owners
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Everyone is now connected
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Even Great Nan-Nan Kershner
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MOBILE = Website / App
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MOBILE Communication
• Text / Chat• Email • Video
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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
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Text in Service
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Text in Service
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Responsive Email Design
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Responsive Email Design
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Responsive Email Design
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What we usually send
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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.
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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
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Authntk WalkAround Video
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Text + Personal Video
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Google Hangout Video
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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.
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ShowroomingProtect your ass…
…from showrooming!
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Showrooming Statistics
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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).
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Showrooming My Ford Fusion
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Leave’m alone, they’ll be on their phone!
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Involvement
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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
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ShowroomingNot everybody protects their ass…
…from showrooming! Think L.E.A.D.S.
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Listen,
Engage
And
Differentiate,
Sell!
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Listen,
Engage
And
Differentiate,
Sell!
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You won’t hear this at the Bus stop!
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Employ Technology to Listen
Highly Unreliable since Google sent Google Reader to the “Google Graveyard”
There are better FREE options!
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Employ Technology to Listen
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Employ Technology to Listen
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Employ Technology to Listen
* Real Time without a subscription, just pull at will.
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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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Listen,
Engage
And
Differentiate,
Sell!
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Listen,
Engage
And
Differentiate,
Sell!
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Listen,
Engage
And
Differentiate,
Sell!
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Listen,
Engage
And
Differentiate,
Sell!
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Listen,
Engage
And
Differentiate,
Sell!
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What’s the point?
• CX is IMPORTANT…• Are your Silos in Sync?
• Who’s Championing your Consumer’s Experience across all Silos?
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October 13th-15th, 2013The Bellagio Hotel, Las Vegas
Questions?
Jeff Kershner – Founder, DealerRefresh
Ryan Leslie – Director of Dealer Experience, DealerRater.com
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P.S.