Alex Snyder President Skroob
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I have spent the last 15 years of my career either running or building CRM systems. I have written numerous articles on DealerRefresh in support of them and even how to buy them. To say I have been a CRM advocate is an understatement.
Yesterday, Jeff Kershner and I were talking to Jasen Rice about this coming Friday’s RefreshFriday and my tune on CRM is now fluctuating. Jasen made some strong points that I’ve always known, but never explored to the depths he has. This is going to be an interesting RefreshFriday for sure!
Outside of what we will be discussing, I’m starting to wonder if CRM systems have caused more harm than good. Is the flat process nature mixed with an inability to properly attribute anything pushing dealers to make bad decisions?
Bad decisions include:
- Cancelling advertising that is part of the attribution, but not the last touch
- Enforcing a Nazi approach to customer follow-up sales people and customers hate
- Not buying solutions that do help sell cars because it doesn’t integrate with the CRM
What are some other bad decisions CRMs help dealers make? What are some good ones?
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I got a call from a colleague who is the marketing director of a large group and he said he got a call from both Facebook and Twitter stating that one of the dealer’s employees was spouting hate speech on their platforms and that the person has been removed.
My friend removed the employee from their social sites, but the threads were already out. He said the owner wanted to immediately make a statement online. My friend was resistant.
What say you, dealers?
I sent out several emails to some social media vendors and only one responded with “we have not been in this situation.” There are a lot of obvious serious legal and HR issues here (social media policies, training, HR, etc.), but what about the marketing side of things?
Not saying anything might look like the dealer condones (or is ignoring) the speech. Saying something might bring light to a subject that the buying public might not be paying attention to.
Matt Lasher Noob
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- West Herr Automotive Group
- Buffalo, NY
New to the DealerRefresh forum, but wanted to thank you all for your contributions. Always entertaining and informative to read. I was hoping to open a dialogue about custom content on FB/IG – and what ya’ll think is working (or not) for you.
Programmatic approaches aside (dynamic inventory retargeting, etc…) – I’m just discussing custom made creative content produced by your teams – including outside agencies – if that’s how you roll.
My macro view and goal for our group on social – humanize the brand.
Recently, I was discussing with my team the value (or cost) associated with custom video content and whether it’s worth the effort…we have some reoccurring content pieces we make in-house (with a little outsourced help) such as:
- a dealership tour/highlight show modeled after mtv cribz
- a mini doc series profiling each store GM
- custom animations for giveaways, etc.
- an employee spotlight each wednesday
Some of these pieces of content are more expensive than others – both in terms of labor/attention/time resources, and actual invoiced dollars.
So focusing in on one video – from FB business metrics > audience retention, an example of engagement:
50% of audience lost by :06, only about 5% watch to the end! Pretty disappointing! Although on it’s surface we might feel ok with ‘views’ or ‘shares’ or ‘comments’…
Most videos we’ve made have very similar engagement patterns. I suppose we could ignore this and high five each other with the vanity metrics but that seems silly and it feels (to me anyway) ‘expensive’ and a ‘luxury’ to produce.
So I’m wondering if anyone is having measurably different success with engagement on any video content?
Jeff Kershner Founder
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- DealerRefresh & Mercedes-Benz of Hagerstown
Received this in the mail today…
It’s a beacon, from Google. So I googled it….
About Project Beacon by Google
Google is piloting a program where we send beacons to businesses with physical locations to make their venues more visible to customers with mobile devices. The program is currently free. Here is how it works…
Beacons help mobile devices determine a user’s location more accurately. When a user’s smartphone has a better understanding of their location, you can unlock a wide range of new features, and set up your business to use location-related features across Google:
- Help your business show up on personal maps or saved places, where users have opted in to Location History.
- Gather photos, reviews, and other user-generated content for your business from people who’ve actually visited.
- Provide features like Popular times and typical visit duration to help customers plan their visit to your business.
- Help provide Location Insights about how customers engage with your store. Visit your Google My Business Insights Page to learn more.
- Access more features as they become available.
Keep in mind
The features available to your business depend on the number of users that visit your venue, visit durations, size of venue, and other factors. We can’t guarantee any particular feature will be available to your store.
The Project Beacon pilot is available to selected businesses in the US and UK. In order to take part in the trial, you must receive a beacon from Google. If you’re interested in receiving a beacon, fill out this interest form. If you’ve already received a beacon, you can set it up by following the instructions enclosed in the box it came in, and completing this form.
How it works
The beacon transmits a one-way code that’s unique to your venue. When a user visits your venue with location services on their device turned on, their phone can use the beacon signal in order to understand that it’s visiting your store. The beacon itself does not collect or store any information. It only provides a helpful signal to your customers’ phones.
We may ask users who’ve visited your venue to contribute reviews, such as star ratings, answers to quick questions, photos, and more. Once enough of your visitors’ phones have detected visits to your store, we’re able to turn on aggregated features such as Popular times for your venue’s Place Page.
The data shown in these products is based on anonymous, aggregated visit statistics. It’s not possible to tie a particular visit back to a particular individual. We use industry best practices to ensure the privacy of individual users.
Of course, you can choose not to participate after receiving a beacon. This won’t affect your business or change how it currently shows up on Google. But by setting up your beacon, you’ll be able to take advantage of a wide range of location-enabled features like real-time Popular times and visitor reviews.
DrewAment Jr. Refresher
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Sat in the corner at a CRM training session – where the CRM provider told the group that a “best practice” was to email the customer a calendar invite after setting the appointment and send them a reminder text the day before.
WAIT… WHAT??? Shouldn’t “your” CRM send the calendar invite automatically when I set the appointment using “your” CRM? And do the “best practice” follow-up with texts to get the customer to show up? The trainer didn’t like me much.
My doctors office and I think even my dentist…oh wait, and my windshield repair company, and ohh ya… my appliance repair guy too!! All do a version of the following:
1. Sends me a email/calendar invite/text the day I make the appointment.
2. Sends me a reminder text 3-5 days before appointment
3. Sends me a reminder text the day before the appointment
They are not doing it manually — the CRM for the business is! Why are auto dealers left behind, and none of the CRMs are building into their programs/system the way they tell us to use?
Am I off base? Asking to much? Or shouldn’t this be the norm in a DealershipCRM?
joe.pistell Uncle Joe
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- New York
What if there was a way to auto-magically improve LEADS?
For a moment, forget about HOW to do this and think of attributes that could be added to make the lead better for buyer and seller.
What additional data
- Prior Customer?
- Been on your site before?
- Car shopping sites visited (all)
- Models viewed
- Total Time Spent Car Shopping
- Soft credit pull
- Household income
- current vehicle payment
- number of payments left on current vehicle
- Social media profiles (Facebook, LinkedIn, Twitter)
Take the technical limitations off… forget about HOW to do this. What info would you like to see added onto your leads?
Alexander Lau Sr. Refresher
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- Pittsburgh, PA
I’ve been in the market for a car and have run into some fairly bad sites. Most of you probably already know, but there are still a ton of poorly designed, unusable websites, apps, plug-ins, etc. out there.
It should help dealers actually, they should go to the 3rd party and make sure to hold them accountable.
Honda North on a Samsung 8 using newest version of Google Chrome and Android OS: (chat box is obtrusive, ‘text us’ is clunky and covers too much space, no need for a slideshow on responsive site settings = illegible and slides flip too quickly, giant white space at the bottom of the page). Annoying to me as a potential buyer and user, makes me want to cancel the lead I had painfully submitted.
Is it even possible to optimize your inventory for better placement across the 3rd-party sites?
Until recently, search results on most of the 3rd-party sites quickly yielded from highest price to lowest price. But something has changed over the last several months. Algorithms are now in charge.
In this episode of RefreshFriday Ed Brooks AND Jasen Rice join us for an in-depth conversation around optimizing your inventory for the some of the LARGEST search engines in our industry – 3rd-party sites – i.e. Cars.com, Autotrader, CarGurus etc.
Join us today at 1PM EST. Live on Facebook! [Read more…]
Join us tomorrow – #RefreshFriday WIFF NIFF “Shaun ‘NIFF’ Kniffin” of the Germain Motor Company as we discuss the “Future of Customer Experience” – Register NOW! https://dlrfr.sh/2JnUa71
Shaun has a unique perspective and philosophy on the future of how dealers will be working with their customers. We’re going to explore this and talk about some of the impediments currently blocking dealers from achieving a better customer experience.
Stick around til the end. We have a series of FUN questions to ask Shaun…
#RefreshFridays – On the lot and in the forums and LIVE on Facebook