Pub. 20 2021-2022 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 19 W W W . N J C A R . O R G new jersey auto retailer • Text and Email etiquette. This one often gets overlooked, but it’s important the team constantly evaluates emails and text communication for grammar and common errors they might have missed. It’s essential to constantly evaluate which processes you will encourage to create the ultimate online experience. With the surge of video calls during the pandemic, it wouldn’t be a bad idea to ask customers if that’s a way they might want to communicate. Most importantly, ask your customers and your team what customers rave about once they’ve received a great experience. As you consistently innovate, it’s important to measure and have your team self-assess. How do we measure the customer experience? Measuring the customer experience is just as important as implementing a solid customer experience process. The fun part is to talk about what your team will do to “level up” the experience, but it’s the execution that will bring results. First, we need to come up with a scoring system. My team created this for our clients to measure the progress of each individual and the entire sales team. I would encourage you to ask the leaders and the sales team how they would score certain items. This keeps them involved and encourages ownership of a solid customer experience. After you have labeled out what will be scored and how many points will be attributed to each item, it’s time to assess the experience. We can score the experience two ways: 1. Online Mystery Shop your own store. We believe this is a great starting point. With respect to your employee’s time, let them know it was not a real customer after 72-96 hours. 2. H ave your team self-assess real customers and score them against their execution of the customer experience items. This is powerful and helps hold them accountable without being a micromanager. During your next one-on-one, have them pull up customers from four to seven days ago, grab your scoring sheet, and let them go through some of the customer interactions to see if they scored well in giving the ultimate customer experience. This option allows your employees to modify their interactions and still provide the ultimate experience before it’s too late. Remember, praise employees for what they did well, and coach on the areas that need improvement. Now you have a great framework to start consistently delivering your customers a great experience. Get started right now. Make sure your team evolves with the needs of your customers. Durran Cage is the founder and owner of Cage Automotive, which provides dealerships with consulting, training and coaching for Internet Sales, CRM and Digital Marketing. He can be reached at 731-394-6907 or via email at durran@cageautomotive.com . Learn more about Cage Automotive at cageautomotive.com. Cage Auto Online Experience Review 20 points - Answered within 5 minutes. 15 points - Answered within 10 minutes . 5 points - Answered within 15 minutes. 10 points - Call, personalized text and email sent within 20 minutes. 10 points - Answered the customers questions (10 points if the customer didn't ask questions). 20 points - Sent a personalized video within 60 minutes . 10 points - Picture sent within 48 hours. 10 points - Asked for an appt to call or visit the store ( via email and text ). 10 points - Did we ask 3 of 4 power questions within 72 hours. Bonus 10 points - video sent within 15 minutes Bonus 10 points - appts set within 48 hours Bonus 15 points - Invitation to Start the Purchase Experience Online Self Assessment Why wait for a mystery shop ? Dealerships need to have their own Performance and Online Experience Review . Inspect what we ... 100 Points - Scoring Goal - 90 % or above 100 Points = Gift card $10 110 Points = Gift Card $20 120 Points = Gift Card $30