Automotive BDC Coordinator Conference

F O R D D I V I S I O N

B U S I N E S S D E V E L O P M E N T M A R K E T I N G 1

Business Development Marketing

BDC Coordinator Conference



Welcome & Introductions



Chuck Sullivan

BDM Initiatives Review



Business Development Marketing

• What is Business Development Marketing?• Big Picture - Vision• New Applications • BDC



RETAIL TRADE CYCLERETAIL TRADE CYCLE DEALER WEBSITESAND APPLICATIONSDEALER WEBSITESAND APPLICATIONS

OVERVIEWOVERVIEW CONSUMER WEBSITESCONSUMER WEBSITES CRMCRM

RETAIL EXECUTIONRETAIL EXECUTION

• Overview

• Like Advertising and C&I, Business Development Marketing is an important part of the Ford Division Support Team, available and ready to help

• Consumer Web Sites

• FordVehicles = 50 million visitors /year

• DealerConnection = 40 million vehicle searches from dealer inventory

• Minisites to support all new product launches

• BIC Spanish Translation

•CRM• 35 major campaigns to 13.3 million prospects

• 15,000 incremental sales and $87 million in incremental profit

• MyFord Magazine circulation of 3.6 million• MyFord Owner Web Site with 1.0 million subscribers

• Dealer Assistance with Consumer Privacy, Do Not Call, No Spam, etc.

• Key Tool for Dealers (MarketingPoint)

• Retail Execution• 180,000 Vehicle Sales• Integrated Training – All Ford

Division Regions, and 7,000 in-dealership days

• BDCs – Launched Nationally, 600 installed by 2005

• Key Tools for Dealers (SalesPoint, Vehicle Locator, DealerConnection web sites, BDC Dashboard, Configurator)

• Metrics Reports

• Retail Trade Cycle Management

• Profile lists of 5 million target leads provided in 2003

• 300,000 total sales

• Key Tools for Dealers (LSI and DealerDirect)

• Dealer Web Sites and Applications

• Dealer Incentive and Claiming Information

• Lead Response Time• Dealer Dashboard• Field Communications Library• Recall Database• Contests & Incentives Grids• "What's New" Message Center• “Smart Vincent” • RTOM, SRO II, and CONCEPS



Integrated Lead Management

Background- Competitive Landscape

- Potential Threats



Customer Retention Capability HighLow

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Deloitte Consulting’s Perception of Relative OEM Performance

Most OEMs performed either well on customer retention or acquisition capabilities, but not both.

Customer acquisition capabilities of OEMs seemed to be generally less developed.

The differences among OEMs are greater around customer retention capabilities than customer acquisition capabilities.

1.Customer acquisition: lead generation and follow-up analysis (information request), call center contact (cross-sell/up-sell analysis), configurator analysis

2.Customer retention: owner interviews/ personalized marketing analysis, owner portal analysis, service retention and follow-up analysis

Actual Ford Div based on Lead Follow-Up

Actual Ford Div based on Lead Follow-Up

Rating for Ford Motor Company, including all brands, based on external view

Rating for Ford Motor Company, including all brands, based on external view

* Used with permission of Deloitte (J. Glueck)



Leader (now…)

Strengths

• Strong website integration with dealers

• Best configurator• Good CRM integration of online

and offline channels• Targeted promotions to in-market

owners• Personalized marketing executed

through targeted channels• Cross-selling/up-selling initiated

through owner portal and My Ford magazine

• Call center capability supports sales initiatives and promotions


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Opportunities

• Reduced spending on web sites and applications at same time competitors have started to invest

• Inconsistent dealer follow-up with leads

Future Direction?

Mov

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Strengths

• Strong customer focus with owner portal and personalized marketing campaigns.

• Good integration of accessories into configuration process.

Potentially, a BIG Threat

Future Direction• New Corporate strategic approach to CRM (5-year CRM roadmap)• Building a new unified, internal eTool to replace SalesPoint.• Portal will be similar to GM


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Opportunities

• No up-selling/cross-selling through call center

• Limited dealer follow-up to call center contact …Acura only.

• Marketing and lead management process does not have closed-loop measurement.



Additional BIG Threat - DCX


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•Recently “Woke Up”–Reorganized to join CRM & Digital–Doubling digital ad budget in 2005 from $21 mil. To $43mil.

•Plan to use CRM as a tool, with new products, to make huge strides with incremental sales



Biggest Threat

Strengths • Marketing and lead management

processes are finally closed-loop.

• Strong support for CRM initiatives.

• Owner portal provides good integration of customer information.

• Saturn and Saab provide many best practices (i.e. owner portal, configuration).

• Deployed Siebel Lite @ 5,000 dlrs


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Opportunities • CRM can not measure campaign

effectiveness.• Slow at applying lessons learned

(typical GM)

Future Direction• Consolidating people and decision making into one large, co-located group• Investing huge $$ and resources on tools & processes• Applying Kaizen approach to constant improvement • Developing a new Corporate strategic approach to CRM (5-year roadmap)



RFQ Support / Approval

Competition is making major investments in LeadManagement. We outlined a benchmarking project to betterunderstand our current and future relative positions.

• Revenue Management agreed to the benchmarking project in February 2004.

• RFQ approved April 29th, 2004– Approval from Marty Collins, Steve Lyons, Darryl Hazel, Lloyd

Hansen, Peter Daniel, Jim Padilla and Nick Scheele



Vendors / Selection•RFQ to 7 potential suppliers on May 7th:

– (Deloitte, Capgemini, Urban Science, Bearing Point, ASG, Digitas, A.T. Kearney)

•Received proposals and competitive benchmarking analysis from 6 suppliers on June 4th.

•Top 3 vendors presented to a cross-functional team of 23 people the last week of June.

• ILM Team rated Top Vendors on 20 variables.•Team selected Deloitte Consulting for ILM Project



Initial FindingsBenchmarking Analysis:•Gained knowledge of competitive environment•Confirmed competitive strategies / knowledge•Ford Division is behind the curve•Competition is making significant investments:

– Organizations– Processes– Tools



Bob Wolfbauer

Regional Objectives



BDC Dealer Performance

Microsoft Excel Worksheet

Click HERE for Complete Report



Click HERE for Complete Report

Top 1200 BDC Phase I Training Status



Rick Crossland / Ana Dan

Privacy & ConsumerTRAC



Rick Crossland Customer Relationship Manager

Ford Division

This presentation does not provide legal advice. All questions about your applicable requirements and your compliance plan should be addressed with your legal advisor and resolved by you in consultation with your legal

advisor.

PRIVACY ISSUES



Rapidly Changing Business Environment

• Information Security: Gramm-Leach-Bliley Act (GLBA) Safeguards Rule (May 2003)

• Telemarketing: Amended Telemarketing Sales Rule (TSR) and “Do Not Call” Provisions (October 2003)

• E-Mail Marketing: CAN-SPAM Act (January 2004)

• Information Sharing: California Financial Information Privacy Act (SB-1) (July 2004)



Outline• Brief Overview / Key Requirements

– GLBA Safeguards Rule– Amended TSR and “Do Not Call” Provisions– CAN-SPAM Act– California Financial Information Privacy Act (SB-1)

• Compliance Thought Starters

• Available Resources

• Discussion / Q&A



Information Security:GLBA Safeguards Rule



GLBA Safeguards RuleOverview

• Requires specific steps to secure customer information obtained in connection with vehicle financing and finance-related activities

• Does not change the privacy and sharing requirements already in place – adds a new requirement of information protection



GLBA Safeguards RuleOverview

• Examples of Customer Information Requiring Protection:– Customer names and addresses– Social Security Numbers– Credit Card Numbers– Lease Agreements– Credit Reports– Credit Applications



GLBA Safeguards RuleKey Requirements

• Written Information Security Plan:

– Designate one or more employees to coordinate the safeguards

– Identify and assess risks to customer information – Design the safeguards program / plans to monitor– Select appropriate service providers and require

them (by contract) to implement the safeguards– Update and revise the plan as necessary



GLBA Safeguards RuleKey Requirements

• Focus on Three Operational Areas:

– Employee Management and Training– Information Systems– Detecting, Preventing and Responding to

Systems Failures



Telemarketing: Amended TSR and “Do Not

Call” Provisions



“Do Not Call” ProvisionsOverview

• National “Do Not Call” Registry:– Registration of consumer’s telephone numbers

generally means the listed numbers cannot be called by telemarketers unless the seller has one of few exemptions applicable to that consumer and seller

– Consumers are empowered to file complaints against telemarketers who do not comply with the DNC provisions

– Penalties can be up to $11,000 per call




• Examples of Covered Calls:

– New or used vehicle sales solicitation calls– Extended Service Plan solicitation calls– Unsolicited service calls




Key Exemptions:• Existing Business Relationship Exemption

– The consumer has purchased the seller’s goods or services within the last 18 months of the call

– The consumer has submitted an inquiry / application regarding the seller’s goods and services within 90 days of the call

• Written Permission to Call Exemption– The consumer provided signed and dated written

consent allowing telemarketing calls from the specified seller to the consumer’s specified telephone number



“Do Not Call” ProvisionsKey Requirements

• Keys To Creating A “Safe Harbor:”

– An entity-specific DNC list– Trained personnel– Documented processes and procedures– Proof of adherence to the “Do Not Call”

provisions by both operation personnel and third-party telemarketers



E-Mail Marketing:CAN-SPAM Act



CAN-SPAM ActOverview

• Senders of commercial e-mail should not mislead recipients as to its source and content

• Recipients have a right to decline to receive additional commercial e-mail from the same source (i.e. the right to opt-out)



CAN-SPAM ActOverview

• Preempts existing state laws (some exceptions)

• Provides for both criminal and civil penalties

• The Federal Trade Commission (FTC) has primary responsibility for enforcement and further rulemaking



CAN-SPAM ActKey Requirements

•No False or Misleading Header Information

•No Deceptive Subject Headings•Mandatory Return E-Mail Address or

Other Opt-Out Mechanism•Opt-Out Requests Must Be Honored

Within Ten (10) Business Days



CAN-SPAM ActKey Requirements

•Physical Postal Address•Identification of Advertisements and

Advertisers•On the Horizon: Further FTC

Rulemaking



Compliance Thought Starters



Thought StartersPeople• Employee management and training• Selection / management of third parties

Process• Documented processes and procedures• Monitor and enforce compliance• Integration with third party processes

Technology• Security of information systems• Integration with third party systems



Available ResourcesFederal Trade Commission (www.ftc.gov)

Ford National Dealer Council (www.fmcdealer.com)

• Information Security: – GLBA Thought Starter Brochure– Safeguarding Customer Data Web-Based Training

Module

• Telemarketing: – Amended TSR and “Do Not Call” Provisions Thought

Starter Brochure– Telemarketing Web-Based Training Module

http://www.ftc.gov/

http://www.fmcdealer.com/



Available Resources

Coming Soon

• E-Mail Marketing: Pending Further FTC Rulemaking



California SB-1Overview

• Adds new privacy requirements – in addition to GLBA -- on financial institutions doing business with CA consumers

• Defines key terms differently than GLBA:

– Financial Institution: Dealers are excluded from the definition of financial institution provided specified conditions are met

– Affiliate: The relationship between dealers and Ford (and Ford Credit) is defined as an affiliate relationship



California SB-1Key Requirements

• Adds special California consumer-specific notices and choice

• Requires consumer opt-in for information sharing between non-affiliated parties

• Imposes opt-out requirements for affiliate sharing




• To continue appropriate information sharing with CA dealers, Ford Credit is using an opt-out process based on the CA-defined “affiliate” relationship

• Beginning July 1, 2004:– Suspension of information sharing until CA customer

notice and opt out process for existing customers completed (approximately 75 days)

– Provides CA customers’ opportunity to opt-out of Company’s information sharing with dealers

– Ongoing all new CA customers will get notice




• After notice and opt out process completed modified information sharing to resume– Sharing of customer information will exclude

customers who elected opt out– Exceptions may apply for specific transaction

types



Discussion / Q&A

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Ford Motor Company Confidential S. R. Eisentrout

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Dealer-Driven Direct MarketingDealer-Driven Direct MarketingRegional Launch TrainingRegional Launch Training

July 2004July 2004

ConsumerTRAC

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Message Received

• The field said:– Faster and easier list downloads– More comprehensive metrics

• The dealers said:– Custom messaging– More print options– Advanced filtering– Just one tool for lists and direct mail– LOWER COST!

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Right Tool – Right Price – Right Right Tool – Right Price – Right NowNow

ConsumerTRAC Delivers

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ConsumerTRAC – The Right Tool

• ConsumerTRAC is the perfect method of contact in today’s ‘Do Not Call’ environment

• ConsumerTRAC delivers high impact direct mail with multiple mailing formats, customization, first class postage

• ConsumerTRAC is the one online portal for free customer list viewing, downloading and printing

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Region VersionConsumerTRAC - The Right

Price

• No charge for customer list viewing, printing or downloading

• High quality customized postcard at a low cost– 48.4 cents apiece (5 ¼” x 8 ¼” size)– 32.2 cents apiece (4 ¼” x 6” size)– From 22%- 50% lower than

MarketingPoint• No $5 per list set-up fee as in

MarketingPoint

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ConsumerTRAC - Right Now

• High quality customized postcard delivered to your customers in 3-5 days

• Lists available for downloading and printing on demand

• ConsumerTRAC is available to your dealers today!

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Meeting Goal

• Prepare you with enough information about ConsumerTRAC so:– You can confidently show your dealers

how to use the tool– You can help your dealers take action

on an important division-sponsored F-Series campaign

– We earn your endorsement so you’ll encourage your dealers to use it consistently in their marketing strategy

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Meeting Agenda

• What is ConsumerTRAC?• Demonstrate the tool’s primary

capabilities and functions• Review the ConsumerTRAC Field

Manager Challenge• Simulate the dealer visit (step-by-step

example)• Internal View & Metrics• Frequently asked questions• “Hands On” time and Q&A

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What Does It Do?What Does It Do?

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What Does It Do?

• Dealers use ConsumerTRAC to:– Customize a direct mail message– Mail a high quality / low cost postcard– Download customer lists for follow-up– Print customer lists for follow-up– View customer lists online– Filter lists to meet their needs

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View From 30,000 FeetView From 30,000 Feet

ConsumerTRAC

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JoeMollyBobJim

30,000 Feet

CKS Database

Lists

Direct Mail

Offers

Print – Download - View

Customer List

Creative Assets

PromotionalOffers

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Tools?

• ConsumerTRAC becomes the single source for dealers to work their customer lists and take action

• ConsumerTRAC replaces:– MarketingPoint– DealerDirect

• Lincoln-Mercury plans to launch ConsumerTRAC in November

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DemonstrationDemonstration

ConsumerTRAC

One-Time Dealer Set-Up

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First Things First

• Each dealership has a Dealership Security Administrator (DSA)

• The DSA assigns IDs and passwords to applications like fmcdealer

• Before the dealership can use the tool the DSA must grant ConsumerTRAC access to the users

• They do this via the Self Administration Tool at:– https://dsa.dealerconnection.com

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How Do I Get To It?

www.consumertrac.dealerconnection.comwww.fmcdealer.com

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Dealer Profile

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Dealer Profile

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Setting the Budget

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Setting the Budget

2500.00

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Budget Confirmation

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Optional Set-Up FeaturesOptional Set-Up Features

ConsumerTRAC

Adding a ‘Seed’ ContactE-Mail Notifications

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Adding a ‘Seed’ Contact

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E-Mail Notifications

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The BasicsThe Basics

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The Basics

• ConsumerTRAC has many great features requested by dealers, including:– Customizing the direct mail message– Filtering customer lists– Multiple postcard sizes– Easy downloading and printing– No set-up fee, substantially lower cost

than MarketingPoint

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The Basics

• We’ll start by reviewing four basic functions:– Mailing a postcard (brand provided

message or dealer customized message)

– Downloading a list– Printing a list– Viewing a list

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Mailing a PostcardMailing a Postcard

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Home Page

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Viewing A Mail Piece

You are a winner and so is the new F-150! We just received a special shipment of the fabulous Lariat model and are offering a $50 gift certificate to you when you come and visit our dealership to see the new F-150

Please bring this postcard along with you during your visit and you’ll experience everything you expect from a dealership and a truck!

Agkl ohlkn oi o lkj l;k ;l;l; ‘lj ;lk lj

EXAMPLE OFFER

DEALERLOGO HERE

Mr. Truck Buyer450 Maximum Torque DriveLeadership, MI 77777

FirstClassPostage

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Order Confirmation

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Region VersionReduce Costs – Increase

Flexibility

Large Postcard48.4 Cents22% Lower

Cost

8 ¼”

5 ¼”

Small Postcard32.2 Cents49% Lower

Cost

6”

4 ¼”

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Ordering Options

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Customizing A Mail Piece

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Customize A Mail Piece

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It is a great time to drive an all new F-Series! The best selling truck of all time is on sale now at Crossland Motors.We’ve just received a large shipment of F-Series so we’re sure to have one in stock for you.

It is a great time to drive an all new F-Series! The best selling truck of all time is on sale now at Crossland Motors.We’ve just received a large shipment of F-Series so we’re sure to have onr in stock for you.

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Ordering Options

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Order Confirmation

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Ordering Options

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Picking Customers

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Picking Customers

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Order Confirmation

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Downloading A ListDownloading A List

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Downloading A List

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Downloading A List

Use this one for Excel Use this one for LSI

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Printing A ListPrinting A List

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Printing A List

The default setting for page breaks is by

salesperson

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Viewing A ListViewing A List

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Filtering A ListFiltering A List

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Field Manager ChallengeField Manager Challenge

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Region Version ConsumerTRAC Field Manager Challenge*

Program Period: July 20 – December 31, 2004• F-Series Fast Start: July 20 – September 30, 2004

Program Details Competition for highest postcard fulfillment ratefor all CRM programs posted to ConsumerTRACduring the program period

• F-Series Fast Start: 100% postcard fulfillment for F-Series program = +5 bonus points

• Qualifier: 100% Print or Download names for F-Series program

• Payout: Top Zone Manager in each Region will attend the ConsumerTRAC Summit (Phoenix – January 2005)

• Regional Payout: Regions Achieving 100% postcard fulfillment for F-Series program will be awarded a TBD team

prize

* Specific program details will be communicated via eFC

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Region Version

Step-by-Step, The Dealer Step-by-Step, The Dealer VisitVisit

ConsumerTRAC

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Region Version

Before You Do Anything

• Make sure the DSA has granted the right people access to the tool BEFORE you sit down with dealer or GM

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Region Version

Really Strong F-Series Campaign

First Steps

www.consumertrac.dealerconnection.comwww.fmcdealer.com

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Actions to Take


plus 2 3orView

1

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Ordering A Promotion

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Order Confirmation

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Region Version



plus 2 3orView

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Downloading

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Region Version



plus 2 3orView

1

Printing

plus 2 3or1

View

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Region Version

Beyond the BasicsBeyond the Basics

ConsumerTRAC

Dealer Visit

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Region VersionBeyond the Basics -

Customize

Really Strong F-Series Campaign View

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Customize

You are a winner and so is the new F-150! We just received a special shipment of the fabulous Lariat model and are offering a $50 gift certificate to you when you come and visit our dealership to see the new F-150

Please bring this postcard along with you during your visit and you’ll experience everything you expect from a dealership and a truck!

Agkl ohlkn oi o lkj l;k ;l;l; ‘lj ;lk lj

EXAMPLE OFFER

DEALERLOGO HERE

Mr. Truck Buyer450 Maximum Torque DriveLeadership, MI 77777

FirstClassPostage

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Customize


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Customize

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Customize

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Region Version


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Customize

It is a great time to drive an all new F-Series! The best selling truck of all time is on sale now at Crossland Motors.We’ve just received a large shipment of F-Series so we’re sure to have one in stock for you.

It is a great time to drive an all new F-Series! The best selling truck of all time is on sale now at Crossland Motors.We’ve just received a large shipment of F-Series so we’re sure to have onr in stock for you.

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Customize

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Customize

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Region Version

Beyond the Basics - Sorting



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Region Version

Beyond the Basics - Sorting

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Filtering

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Filtering

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Autofulfill

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Autofulfill

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Region Version

MetricsMetrics

ConsumerTRAC

Ford User ‘Internal’ View

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Region Version

Metrics – Internal View

• Your CDS ID allows enough access to track dealer usage

• You can not order direct mail pieces for the dealer with your CDS ID

• You can view, download and print dealer lists

• Let’s look at what is available to you to track dealer usage and measure the effectiveness of the tool

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Region Version

Ford View – Login Directly

01234

11123www.consumertrac.dealerconnection.com

Omit the alpha character when entering the sales

code

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Region Version

www.fmcdealer.com

ConsumerTRAC

Ford View – Login via FMCDealer

ConsumerTRAC

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Region Version

Emulate Dealer

01234

11123

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Region Version

Select Division

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Region Version

Promotions View - Order


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Region VersionFord Internal User

Restrictions

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Region VersionInternal Users – Unrestricted

Actions

1 2 3Really Strong F-Series Campaign

• Un-restricted Actions:

• View the Lists

• Download the Lists

• Print the Lists

1

2

3

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Region Version

Promotions View - Tracking


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Region Version

Tracking Dealer Actions

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Region Version

Metrics – Regional Roll-UpMetrics – Regional Roll-Up

ConsumerTRAC

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Region Version

Internal Reporting Site

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Region Version

Available Reports

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Region Version

Navigation

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Region VersionUtilization Summary

Reports

•Region•Distric

t•Zone

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Region Version

Utilization Detail Reports

•Region•Distric

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Dealer Level Detail

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Dealer Reports

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Region Version

Dealer Reports

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Region VersionConsumerTRAC Report

Availability

The following reports will be available on the ConsumerTRAC Reporting site:

• Utilization Report– first report out on July 26, 2003– Summary & Detail level reports– Active (prior to Promotion End Date) & Closed

(Post Promotion End Date to Sales Match End Date)

• Sales Metrics Report - early September 2004– Summary & Detail level reports– Active (prior to Promotion End Date) & Closed

(Post Promotion End Date to Sales Match End Date)

– Includes dealership sales, sales per 1,000, close rate, lost dealer sales and dealer loyalty metrics

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Region VersionConsumerTRAC Report

Availability

• Utilization Reports –September/October 2004– Expands utilization report to include

dealership sales, close rate and dealer loyalty metrics

• Final Reports - November 2004– Final campaign results for a specific

campaign– Available on Division & Region

(including District & Zone/Branch) level• Dynamic Report Application - October 2004

– Will be available via the “Dynamic Reports” link on the internal reporting home page

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Region Version

Frequently Asked Frequently Asked QuestionsQuestions

ConsumerTRAC

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Region Version

FAQ #1

Q. Why is the Division moving away from MarketingPoint and DealerDirect?

R. Based on dealer feedback. ConsumerTRAC has flexibility and speed combined with significantly lower costs. Also, simplicity – finally, one place for dealers to access lists

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Region Version

FAQ #2

Q. How much lower is the cost to send a direct mail piece?

R. In MarketingPoint the cost was $5 per list set-up fee plus 0.63 cents per mail piece (8.25 x 5.25) - There is no per list set-up fee and only a 0.484 cents per mail piece cost - > 22% reduction in cost

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Region Version

FAQ #3

Q. At that price are dealers still getting first class postage with ConsumerTRAC?

R. Yes, ConsumerTRAC only uses first class postage. Dealers can expect their customers to receive the mail piece in 3-5 days. Plus, for peace of mind, dealers can have a sample piece sent to an address of their choosing.

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Region Version

FAQ #4

Q. Does ConsumerTRAC have any other mail piece options?

R. Yes, at launch dealers can also order a smaller size mail piece (6.0 x 4.25) at a cost of 0.322 cents each - > 49% reduction in cost when compared to MarketingPoint. ConsumerTRAC also plans additional mail piece options for later release.

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Region Version

FAQ #5

Q. Does it cost the dealer anything to filter, view, print or download a list?

R. No, these ConsumerTRAC features are provided at no charge to the dealers.

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Region Version

FAQ #6

Q. What if a list is loaded for Explorers and Expeditions and my dealer doesn’t have many Expeditions?

R. ConsumerTRAC filters allow the dealer to select vehicles that they have in stock – they don’t need to spend marketing money on vehicles they don’t have.

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Region Version

FAQ #7

Q. How is my region being tracked on the Ford Division F-Series assignment?

R. Regions are tracked based on dealer action. Dealers must order the mail piece plus they must print or download the customer list for the Region to get credit.

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Region Version

FAQ #8

Q. What are the dates for the Field Manager Challenge?

R. Program period is July 20 thru December 31 with an F-Series emphasis Fast Start from July 20 thru September 30

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Region Version

FAQ #9

Q. What reports are available to tell us how we are performing?

R. You can track you individual dealer performance by logging in and checking individual dealers. Regional reports can be accessed from a link on ConsumerTRAC

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Region Version

ConsumerTRAC Resources

• General Help– ConsumerTRAC Help Line:

• 1-888-811-TRAC (8722)

• Training– Web-based

• Link from ConsumerTRAC

• DSA Help– BAC Help Desk:

• 1-800-790-HELP (4357)

• Ford Division Contact– Ana Dan

• (313) 337-1391, [email protected]

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Region Version

Thank YouThank You

ConsumerTRAC

Help Line: 1-888-811-TRACHelp Line: 1-888-811-8722

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Region Version

Appendix – DSA Appendix – DSA ProceduresProcedures

ConsumerTRAC

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Region Version

How Do I Get To DSA?

https://dsa.dealerconnection.com

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DSA – Secure Logon

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DSA – Home Page

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DSA – Access by Employee

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SELECT

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DSA – Home Page

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DSA – Access by Application

SELECT

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DSA – Access by Application

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DSA – Home Page

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Region VersionDSA – Application Access

Report

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Region VersionDSA – Application Access

Report

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Region Version

Presentation Menu

• Meeting Purpose• Meeting Agenda• What is ConsumerTRAC?• View From 30,000 Feet• Dealer Set-Up

– Profile– Budget– Seed Contact– E-Mail Notification

• Mailing a Postcard• Customize a Postcard• Downloading a List

• Printing a List• Viewing a List• Filtering a List• Field Manager Challenge• Dealer Visit – Step-by-Step• Beyond the Basics• Autofulfill• Metrics• Frequently Asked Question

s• Help Numbers• Appendix – DSA Procedure

s



Leo Hillock, EVP

FordDirect

Call Tracking Services



Background

• DealerDirect is a joint venture, limited liability company founded by Ford Dealers and Ford Motor Company in 2000. Ownership structure is unique within the automotive industry.

• Ford Dealers control 80% of the voting stock, with Ford Motor Company having a 20% voting interest in the venture.

• The primary objective of FordDirect is to generate quality sales opportunities by providing a superior online research experience for consumers of Ford vehicles and a centralized electronic direct marketing medium for Ford Dealers.



Highlights

• FordDirect will celebrate its fourth year anniversary in August.

• FordDirect Dealers sold over 180,000 new units in ‘03. Current ’04 sales trend is over 200,000.

• Participation rates reached record levels.

• Launched LincolnVehiclesDirect and MercuryVehiclesDirect product offerings.



Available Services

• New Vehicle Marketing – 3,135 Ford Dealers(Top 1200 = 1,144; Midsize = 1,041; Select = 950).

• Pre-Owned Vehicle Marketing – 1,719 Ford Dealers(Top 1200 = 879; Midsize = 577; Select = 263)

• Call Tracking – 1,700 Ford Dealers(Top 1200 = 675; Midsize = 559; Select = 466)

• Call Track-10 – 157 Ford Dealers(Top 1200 = 114; Midsize = 34; and Select = 9)



Referral Filtering

Improve Improve Lead QualityLead Quality

FilterFilterDe-De-DuplicateDuplicateValidateValidate

DealeDealerr

~18% Marked as Invalid



Call Tracking/ Call Track-10



Call Tracking Overview

• Provides a toll-free number on the FordDirect web site that is specific to a dealership. Allows for placements on additional web properties, such as DealerConnection or third-party sites.

• Provides additional sales opportunities.

• Tracks phone referrals and adds consumer data as leads in SalesPoint (or ALM).

• Records phone referrals for training purposes. Provides dealers with a tool that can improve phone skills, follow-up process and ultimately closing rate.



Dealer Benefits – Overcoming Objections

• Generates more referrals. – Toll-free number on LincolnVehiclesDirect,

MercuryVehiclesDirect and FordDirect captures customers who otherwise would not submit an electronic referral.

• Improves your CSI.– Calls are recorded and easily accessible and can be used to

coach individual salespeople.

• Measures the results of phone referrals.• Allows for real-time call monitoring and customer

identification with VOIP technology.



Call Tracking Display



Call Tracking How it Works



Dealer Comments“FordDirect Call Tracking is like caller ID times 1000. We can see exactly who is calling, and it provides information such as yearly income and marital status. But the greatest thing about the FordDirect system is it comes straight into [our lead management system] so we’re able to track our phone ups on a daily basis. They’re automatically downloaded into the system. We can’t miss a call.”

-- Kacy Covert, Covert Ford

Austin, TX



Call Track-10 Overview

• Provides 10 unique, toll free national numbers that dealers can assign to traditional advertising media.

• Enables dealers to know where customers are calling from and provides customer information on each call, before dealers pick up the phone.

• $499-per-month with no long-term commitment.



Dealer Benefits –Overcoming Objections

• Maximizes the effect of advertising dollars -Reallocate inefficient advertising dollars or cut ad expenses altogether by measuring where calls are coming from.

• Generate more referrals - Capture customer data on calls generated by advertising.

• Improves CSI - Use recorded calls to coach team and improve their phone selling and service skills.

• Integrates with your CRM – Enters customer data automatically into CRM tools allowing dealers to track every prospect from marketing source to sale.

• Fits perfectly with dealers’ BDC strategies.



Call Track-10 Display



Call Track-10 How it Works

(800) 555-1212



Call Track-10 How it Works



Dealer Comments

“If knowing the customer is a key to success, Hodge and his colleagues at Harrold Ford have hit the jackpot, thanks to FordDirect Call Track-10 – a sophisticated tracking program that provides sales consultants with publicly available details about their customers even before a phone conversation begins, and allows managers to evaluate advertising effectiveness.

‘I had no idea we were getting so many sales calls as a result of the Internet because there was no way to measure calls accurately,’ Tom Anderson (GM) said.”

-- DealerWorld article, June/July 2004



Enrolling Dealers

• Dealers enroll in Call Track-10 by completing the Dealer Participation Agreement contained in your information package



Questions?



Dealer Assistance Center

Phone: (866) 550-7812

Fax: (313) 206-2750

Email: [email protected]



Tiger Baseball

Transportation Details



Brad Frohn / Ellen Nowacki

BDC Direction



BDC Performance – Jan to MarBDC Dealer Performance January to March

Internet Close Rate 2003 2004 Difference (ppt)Top 25% BDC Dealers (96 dealers) 7.80% 10.30% 2.50Average BDC Dealer (382 dealers) 6.20% 6.32% 0.12Top 1200 Dealer (Less BDC - 818 dealers) 6.50% 6.40% -0.10

New Vehicle Retail Sales 2003 2004 Difference (%)Top 25% BDC Dealers (96 dealers) 540 627 16.11%Average BDC Dealer (382 dealers) 309 303 -1.94%Top 1200 Dealer (Less BDC - 818 dealers) 280 273 -2.50%

ROI (Reported on 1984 statement)* 2003 2004 Difference (ppt)Top 25% BDC Dealers 41.40% 101.90% 60.50Average BDC Dealer 15.40% 42.10% 26.70Top 1200 Dealer (Less BDC) 9.60% 21.10% 11.50 * Note: not all dealers report ROI

RTCM Close Rate 2003 2004 Difference (ppt)Top 25% BDC Dealers (96 dealers) 7.09% 6.60% -0.49Average BDC Dealer (382 dealers) 5.03% 4.80% -0.23Top 1200 Dealer (Less BDC - 818 dealers) 4.03% 4.70% 0.67

Overall Sales Satisfaction @ 3 Months (Viewpoint) 2003 2004 Difference (ppt)Average BDC Dealer 76 78 2.00Top 1200 Dealer 77 78 1.00

Overall Sales Recommendation @ 3 Months (Viewpoint) 2003 2004 Difference (ppt)Average BDC Dealer 85 87 2.00Top 1200 Dealer 86 86 0.00



BDC Performance• An increase in retail sales of 25.7% over Q1

2003• An increase in retail registrations of 19.3% over

Q1 2003• An increase in dealer ROI of 134.1 ppt over Q1

2003• An increase in Internet close rates from 7.3 to

10.1, up 2.8 ppt over 2003 • An increase in RTCM close rates from 7.5 to 8.3,

up .8 ppt over 2003



BDC Training Program• 1. BDC Maintenance Training. If your

dealership has completed the initial 12-day Phase I launch (Internet, RTCM, Phone) enroll in RCS maintenance training (call 800-221-4632 to enroll).



BDC Training Program• 2. BDC Seminar. Attend the Phase II BDC

Seminar July 19-21 in Dearborn, MI. Phase II processes include Prospecting, Showroom Unsold Follow-up and First Service Appointment. The seminar will also examine best practices for Phase I processes.



BDC Training Program• 3. Phase II Training Phase II training will

help you launch the new BDC processes plus help you improve and maintain your Phase I BDC processes.



BDC Training Program• 4. BDC Staffing. During your initial BDC

Strategy Assessment, your BDC Launch Catalyst from Reynolds Consulting Services (RCS) provided you a staffing guideline. Our top performing dealers have invested in their BDC with the incremental non-selling representatives recommended by RCS, and they are reaping the rewards from their investment.



BDC Training Program5. BDC Manager Training. We will offer

supplemental BDC Manager Training, July 21-23 immediately after the BDC Seminar in Dearborn. This training consists of two separate one-day courses by RCS and Stuker & Associates and targets key actions and attributes your BDC Manager needs to take your BDC performance to the next level. In addition, both RCS and Stuker offer five-day BDC Manager Seminars endorsed by Ford.



BDC Staffing



RCS Enrollment Team Territories



Ellen Nowacki / Laurie Ash

RTCM

Retail Trade Cycle Management



Barb Roden / Mike Somers

DealerConnection



Tim Aube / Doug Mitchell

Internet



Average Response Time• eMystery Shop from all

17 Regions• 1215 Dealers Shopped • Overall Average

response time - 6 Hours 7 Minutes



eMystery Shop Details



eMail Response Score SheetCustomers Purchase at a 4

Times Higher Rate

1. Direct Contact2. Consumer Received

Quote 3. Dealer Confirmed

Availability 4. Dealer Showed Genuine

Interest5. Customer Contacted

More Than Once



Successful Email Template

Quoting Price

Offering Next Steps

Confirming Vehicle in Inventory

Offering Alternative

Dealer Differential

Providing Reason to Act Quickly



Time From Initial Request to Sale

(34,565 Internet Leads Tracked for 6 Months)

5.8%

44.4%

15.6%

7.5%4.8% 3.6% 2.8% 2.6%

12.9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

SameDay

Wk 1 Wk 2 Wk3 Wk 4 Wk 5 Wk 6 Wk 7 After 7thWk

YTD 2004 (01/01/04 – 06/30/04)



Long Term Follow Up



Without Process

Actual BDC Coordinator without a

Response and Follow up Process



Doug Mitchell / Tim Aube

Salespoint / Lead Response Time



Key Deliverables

Modify Salespoint to provide the following:• Measure response time

– Based on dealer business hours

• Notify dealer of unresponded leads– Immediate, 4 hour and 9 hour notifications

• Promote a First Quality Response (FQR)– 2 “Best in Class” templates provided

• Provide daily and monthly reporting– Ability to track individual leads and overall

performance



LRT Pilot• California and Kansas City launched on

December 1, 2003

• Boston launched on May 6, 2004– Any non-auto response, individual email qualifies– Best-in-class templates provided– Re-defined business hours– Remote capability provided



How does it work?• LRT applies only to Ford-sourced leads for new

vehicles– Ford Direct leads (incl. eCoupon, A/X/Z)– DealerConnection leads (incl. FastQuote and New

Inventory)

• Any non-auto response, individual email response will “stop the clock”



How does it work?• 2 Best-in-Class templates are provided to assist

in the creation of a First Quality Response (FQR) email

• An FQR should include 4 main elements:– Vehicle confirmation – Alternatives – Pricing– Next Steps



FQR templatesDear %custname%,

Thank you for your inquiry on the %itemyear% %itemmake% %itemmodel%. Below you will find the information you requested:

New MSRP:

Our Price:

Below is a window sticker of an available vehicle.

(Paste MSRP sticker here)

Would you like to see an invoice for this vehicle?

Many of our customers enjoy the convenience of being pre-approved for financing prior to setting an appointment. For Credit Pre-Approval, CLICK HERE.

If you would like an estimate of what your payments will be, CLICK HERE.

For information on their trade-in, our customers like (Insert evaluation site name here) for estimating the value on a used vehicle. CLICK HERE to look up the Year, Make and Model of your vehicle. To get the most accurate estimate, be sure to use their guidelines for rating the condition. If you prefer, call me and I will do it for you.

If you would like driving directions to %organization%, CLICK HERE.

I will contact you shortly regarding more information on the %item%. By the way, I have several other vehicles in stock that are similar to this and less expensive. I would be happy to let you know more about these vehicles, equipment options, financing, and anything else that might help you. Meanwhile, if there is anything I forgot, or anything else you need to make a completely informed buying decision, please don't hesitate to ask me by e-mail or calling me at %repphone%.

Sincerely,

%repname%

%organization%

Hello %custname%,

Thank you for your inquiry on the %itemyear% %itemmake% %itemmodel%. Below you will find the information you requested:

Make:

Model:

New MSRP:

Our Price:

Trade in Appraisal:

*Payment:

If you are interested in comparing this vehicle to something similar, here is an alternative that you may want to consider to help you in your buying decision:

Make:

Model:

New MSRP:

Our Price:

Trade in Appraisal:

*Payment:

*Your actual payment will vary depending on down payment, interest rate, length of financing, and trade-in.

By the way, we have several other vehicles in stock that are similar to these and less expensive. We would be happy to let you know more about these vehicles, plus provide information on the value of your car, equipment options, financing, and anything else that will help you make an informed decision. Please contact me if you are interested.

My direct line is %repphone% or you can email me at %repmail%. If you’d like to take a virtual tour of our inventory, click here: www.dealer.com

http://www.dealer.com/



How does it work?• Remote Responses

– Dealers are able to forward leads to email capable tools (i.e. Blackberry), respond to leads and “stop the clock”

– Responses MUST be sent to Salespoint for re-routing

• Salespoint will automatically calculate response times based on each dealer’s business hours– Based on each dealer’s DealerConnection website– Holidays are excluded

• New Years, Memorial Day, July 4th, Labor Day, Thanksgiving and Christmas



Email Alerts• Email alerts will be sent when a lead is received and at 4 & 9

hours of inactivity

• Encourage the use of an escalation process:– Immediate: ISR– 4 hour: ISM– 9 hour: GSM



LRT Reporting• Daily and monthly recap reporting will be published and

available from FMCDealer under “eBusiness Metrics Reports” and the Ford Division Intranet



LRT Reporting• Dealers who have not signed the Salespoint “Terms of

Use” will not have customer lead details in their reporting.



What if a dealer uses an ALM?

• Ford is working with the major ALMs to share lead response time data nightly for inclusion in the daily and monthly reporting.

• ALM dealers will be included in the national launch of LRT.



Reduced Fax Content Example

Fast Quote - FordDirect

To: Maxwell Ford, IncFax Number: (512) 555-8765Subject: Immediate Response RequiredLead Received: October 16, 2003Customer Name: Charlie SmithVehicle: 2004 Ford Expedition

Go to http://salespoint.dealerconnection.com to respond.

If you require technical assistance, please contact the Technical Assistance Center (TAC) at 800-357-7932.



Reduced Fax Content• Capturing a response time requires the use of a

lead management tool.• Customers prefer e-mail as their first response

after submitting a lead.• Customer follow-up is easier in Salespoint• Prevent non-Internet Sales Consultants from

working leads meant for the Internet Sales Department.

Note: This will require all dealers to use a lead management tool



Pilot LRT MetricsCalifornia Leads Email Responses Response Time

March 5128 1680 (32.7%) 347

April 6583 1937 (29.4%) 201 (-42%)

May 7665 3279 (42.7%) 239 (+19%)

June 7571 3452 (5.3%) 207 (-13.4%)

Kansas City Leads Responses Response Time

March 4910 1597 (32.5%) 447

April 5258 1889 (35.9%) 144 (-68%)

May 5329 2438 (45.7%) 161 (+12%)

June 5738 2838 (16%) 160

Boston Leads Responses Response Time

May 4190 1501 (35.8%) 153

June 4193 1754 (16.8%) 153



National Launch Plans• LRT has been reviewed with Field Operations,

Ford Division Marketing and the Select Dealer Sub-Committee

• National Launch Date is October 4th, 2004– Salespoint– ALM providers



Regional Assignment• Obtain dealer email addresses for alerts

– Reynolds will pre-populate addresses into Salespoint

• Enroll dealers in a Lead Management tool– Approximately 250 dealers do not have a tool

• Ensure dealers are comfortable with Salespoint– 50% of enrolled dealers do not actively use the tool– eBSC will be available to provide phone-based

training

• Ensure dealers have signed the Salespoint “Terms of Use”



Regional Assignment - Email log

Region Zone P&A Code Dealer Initial Alert 4 Hour Alert 9 Hour AlertA 007 00277 Carey Paul FordA 008 04230 Lou Sobh Ford, Inc.A 009 00412 World Ford Stone MountainA 022 00509 Allan Vigil FordA 024 00529 Gene Evans Team FordA 059 00487 John Bleakley Ford, Inc.A 061 00369 Courtesy Ford

ALM

ALM

• For each dealer, identify an email address for

each alert type• Registered ALM dealers have been identified and

do not require email addresses• Completed logs are due by 9/2



Resources Available• LRT tutorial

– Available on FMCDealer.com under DealerConnection/eTools

• FAQs• eBSC

– Conference call training sessions (Salespoint and LRT)

– Unlimited call support, 1-800-357-7932

• Dealer Fordstar broadcast – 9/16, Noon (EST)• Lead Management tool status



Salespoint Feedback

259

Virtual BDCBenchmarking

ResultsTim Aube

260

Virtual BDCDefinition: • 3rd party service and/or software that permits

dealers to outsource one or more BDC processesUnsold Follow-Up

Prospecting ServiceShowroo

mInbound Phone InternetRTCM/RCL

261

VBDC BenchmarkingWe were asked to benchmark VBDC suppliers and report out

Agenda:•Benchmark Methodology•State of the Industry•Best Practices•Best-In-Class Integration•Next Steps

262

Dealer Verification•Contract terms•Satisfaction•Data/Software

compatibility•Process integration•Training/Support•Integration

challenges

Dealer Verification•Contract terms•Satisfaction•Data/Software

compatibility•Process integration•Training/Support•Integration

challenges

Phase I: Eliminate Pretenders

•Services marketed•Core competencies•Cost•173 variables

Phase I: Eliminate Pretenders

•Services marketed•Core competencies•Cost•173 variables

VBDC Benchmark Methodology

7 SuppliersMost Useful to Ford/LM Dealers

Phase II: In-Depth Interviews•Clarify survey answers•Validate current services

Phase II: In-Depth Interviews•Clarify survey answers•Validate current services

Phase III: Correlate WithFord Processes

•Follow-up survey•Evaluate services by 7 Ford

recommended processes

Phase III: Correlate WithFord Processes

•Follow-up survey•Evaluate services by 7 Ford

recommended processes

27 Suppliers

13 Suppliers

9 Suppliers

263

VBDC Myth versus Reality

Myth•VBDC suppliers are handling many complex functions traditionally performed by dealership personnel

•Large numbers of dealers are utilizingVBDC suppliers

Reality•Few VBDC suppliers have direct inbound phone/internet capabilities – most specializein outbound campaigns

•Few dealers utilize VBDC suppliers

264

VBDC State of the Industry

Inbound Outbound

CompanyInboundPhone

Internet RTCMUnsold

Follow UpProspecting Service

Auto Listener - 7 7 18 18 -

CFM - - 37 21 2 -

DealerHQ - - 10 20 - -

eLead - 13 46 46 44 Piloting

Newgen 41 1 13 25 13 10

The Sales Academy - - 37 9 - -

Who’s Calling - - 5 - 6 9

FMC Dealers Utilizing Virtual BDC Suppliers

265

VBDC Integration Issues

Do Not Call Integration•Dealers are liable for 3rd party VBDC actions•Dealers need to ensure compliance with DNC requests•10-day limit

Data Integration•Integrated back into DMS (varies by supplier)•Campaign results are usually not automated into CRM

Appointment Processes Integration•Dealerships need internal BDC processes •Processes need to be institutionalized – requires dealer

commitment

266

Dealer FeedbackNewgen Inbound Phone Pilot• Hopkins Ford, Jenkintown, PA – Jack McKenzie

“We discontinued the program because Newgen isn’t ready yet. We were getting numerous customer complaints… If they called back in a year, after they fixed the process, I would try them again”.

• Hopkins Ford – Rich WesserThe key challenges we faced:

• Customers could tell they were at an off-site call center• Customers felt deceived• Representatives didn’t have on-line access to critical information

• Liberty Ford, Vermilion, OH – Harry Lum“Newgen drove traffic to the dealership, but the appointment process lacked dealership integration”… Our phone customers could tell they were off-site, and the call center demographics were not aligned with our customer base”.

267

Dealer FeedbackDavid Surguine – President, Northpoint Ford, Little Rock, AR

“The bottom line is that we have more control when we keep it in-house.”

Kacy Covert - SM, Covert Ford, Austin, TX“We’ve used a VBDC supplier for mailers before… but we would never replaceour BDC or have them handle inbound phone calls or internet leads.”

Bob Wheat - GM, Village Ford, Dearborn, MI“I think of them as the finishing process… we have our ownin-house BDC.”

Brad York - DP, York Ford“I’ve heard some complaints that they may be a bit too pushy orare calling our customer too late.”

Brian Chapman - GM, Homer Skelton Ford, Olive Branch, MS“We’ve experienced some problems with them writing specific softwarefor our store.”

See Appendix C for more details

268

DMSDMSDMSDMS

VBDC Integration - Vision

2005 Ford CKS

VBDC Performed ActionsVBDC Performed Actions

Dealer Performed BDC ActionsDealer Performed BDC Actions

Dealer / VBDCDealer / VBDCCRM SolutionCRM SolutionDealer / VBDCDealer / VBDCCRM SolutionCRM Solution

Data SharingData Sharing

ReportingReportingInternet RTCM/RCL Prospecting

UnsoldFollow-Up Service

InboundPhoneShowroom

Internet RTCM/RCL Prospecting UnsoldFollow-Up

ServiceInboundPhone

Showroom

? ? ?

269

DMSDMSDMSDMS

BIC Example: eLeadBIC Example: eLead

Dealer Performed BDC ActionsDealer Performed BDC Actions

RTCM/RCL ProspectingUnsold

Follow-Up ServiceInboundPhoneShowroom

Internet RTCM/RCL Prospecting UnsoldFollow-Up

ServiceInboundPhone

Showroom

VBDC Integration - Today

Internet

2005 Ford CKS

Data Sharing

Reporting

Dealer / VBDCDealer / VBDCCRM SolutionCRM SolutionDealer / VBDCDealer / VBDCCRM SolutionCRM Solution

270

Virtual BDC: Ford Next StepsPursue Data Sharing Agreements

•Q4/’04: capture inbound phone metrics•Q2/’05: capture outbound phone metrics•Ford supplies dealer with sales match report•2005: list of Ford approved suppliers thatshare data we can track

July BDC Phase II Seminar•General Session presentation•Disseminate best practices

271

VBDC: Tier II/III Utilization

Tier II: Integrate FDAF campaigns•Support promotional events•Targeted solution

•Example: Phoenix FDAF Tent Sale – 622 incremental sales

Tier III: Dealer opportunities•Dealer supplement to in-house activity•Example: Galpin

•Utilizes eLead to outsource heavy lifting• Specialized Campaigns, RTCM, Prospecting, & CSI

272

Appendix A:Benchmarked Suppliers• ADI/Automotive Dynamics,

Inc.• All Star Associates• Atcon• Auto Advantage Plus• Auto Listener• BDAG/Business Development

Automotive Group• Budco• BZ Productions/BZ Results• CFM/Customer Focused

Marketing• Customer Research, Inc.• DME• DealerHQ• Dealer Product Services

• eLead• Hendrix Marketing• Intellesys• Kathy Knight & Associates• Newgen• PCheck• Percepta• Remarketing Services of

America• Resource Group• Reynolds & Reynolds• RPM• Sales Academy• Service Marketing• Who's Calling

Blue indicates those interviewed

273

Appendix B:Virtual BDC Best Practices

Top Ten Things Dealers Should Know About VBDC Suppliers• Contract requirements• Initial set-up cost• Additional cost for training• Technical support provided, and it’s cost• Report Metrics• Web-based, with real-time reporting capabilities• Suppliers should use dealer-provided scripts or modify their scripts to dealer

specifications• Suppliers should customize the follow-up timeline to meet dealer processes• Suppliers must comply with dealer requirements to manage the Do Not Call

customer base• Supplier’s data must integrate with the dealer’s DMS tools, and the dealership

should have access to all the notes entered

Dealership VBDC Best Practices1.Dealers should define what they want their BDC to do2.Best use of Virtual BDC is outbound opportunities like RTCM lists and Prospecting3.Phone Reps incentivized by appointments kept, not appointments set4.Get and Check dealer references5.Customize supplier to dealership’s needs, rather than changing BDC processes to

suit supplier

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Appendix C:Dealership Comments

David Surguine- President, Northpoint Ford, Little Rock, AR“eLead has approached us and it sounds great, but the bottom line is that we have more control when we keep it in house. It may be a bit more costly to keep it in house, but it’s worth it to have the information at our fingertips and know that it is accurate. I think thereis a big difference between a call center that houses 200 reps and doesn’t have a personal touch versus our BDC that I can walk into at anytime and ask one of our phone reps about specific calls and find out how the day is going.”

Mark Archer- GSM, John Bleakly Ford“We’ve only been using the service since the beginning of June, but overall I would rateit a 4 out of 5. We decided to use a virtual BDC rather than install one in-house becauseof money - eLead was cheaper.”

Bob Wheat- GM, Village Ford, Dearborn, MI“I think they’re great - one of the best we’ve used. I think of them as the finishing process, not necessarily a service to develop business because we have our own in house BDC.”

Kacy Covert- SM, Covert Ford, Austin, TX“We’ve used a VBDC supplier for mailers before and it helped us to handle the volume.We use it as a supplement to our BDC, but we would never replace our BDC or havethem handle inbound phone calls or internet leads.”

Brad York, DP, York Ford“They’re doing our sales and service follow up and I would say they’re pretty good. I’ve heard some complaints that they may be a bit too pushy or are calling our customers to late.”

Brian Chapman, GM, Homer Skelton“We use them for sales, service and prospecting. On a scale of 1-5, I would give them a 4. We’ve experienced some problems with them writing specific software for our store, but I would recommend them to other dealers.”



Regional Needs



Bob Wolfbauer / Katie Barnes

Regional Best Practices

Automotive BDC Coordinator Conference

Automotive

Transcript of Automotive BDC Coordinator Conference