Realigning eCommerce to Accelerate Fixed Ops

It’s time to have fun again with fixed ops using eCommerce and at the same time lowering some costs and increasing profits. Sounds good, right? Here is a simple easy way to remember eight step FIXED OPS strategy to move the needle in the right direction; Focus, Involve, eXplain, Educate, Develop, Observe, Perform and Sample. These are probably familiar terms with an eCommerce twist. With the growing of the internet user population the following may seem a little strange, but during times of limited resources intelligent realignment will bring in a higher ROI.
 
·         Focus your time and energy on teaching your staff the appropriate techniques for engaging prospects on the phone. I am not saying forget emailed service appointments or parts requests, but focusing your training and time to more effectively handling telephone leads comes first and then your email communications will naturally improve as well.  Study after study tells us for every email you may receive you will get at least five phone calls. Prospects that call are closer to needing your services and produce a higher ROI and you can create effective emails that nurture these more passive prospects as well. 
 
·         Involve your sales and service teams in three ways: (1) Contacting and updating your customer database; (2) utilize a hand off system that maximizes leads (phone and email) whether for sales or service and; (3) learning as much about your potential customer as possible prior to making contact.  Utilize the information in your CRM and reward your loyal customers with friendly greetings and "thanks for your past business, it's great to hear from you again".
 
·         eXplain and memorialize your organizations vision integrating the variable ops leads into daily tasks to identify potential service customers. Let your team assist in development of the realistic service objectives and understand the role of accountability.  When your team is involved in the vision they assume ownership and make the results happen.
 
·         Educate, train and coach your staff on the most effective methods to communicate using service phrases such as; my pleasure, please allow me, I apologize, right away, etc… Never forget that the vast majority of fixed ops customers feel a real and sometimes emotional connection with their vehicle.  If you sound professional and treat customers with respect, they are less apprehensive to do business with you.  In fact, they will try to do business with you. 
 
·         Develop a long term strategy for both your staff and customers that promotes a culture that respects and reaches out to each individual customer and prospect in a professional compassionate style. Once the culture is in place and your team is receiving the positive feedback from happy customers it just perpetuates itself. 
 
·         Observe your staff’s interaction with customers, prospects and fellow workers. When you see something that they do correctly praise in public and when you see something that they may need to improve upon discuss it in private.  In receiving coaching your employees will reward you with greater effort.
 
·         Perform the same tasks that you require your staff to do and invite and encourage positive comments and suggestions to improve the process.  We've all heard this before and believe me, it is still as valid today as it ever was.
 
·         Sample the data you collect from prospect leads, service appointments and parts requests. Initiate concurrent review and modify systems and training monthly to address missed opportunities.
 
In summary, by using a proactive approach and systematic simple process your fixed ops department will: 1) Increase customer up-selling; 2) Decrease wasted time by focusing on your most productive tasks; 3) Improve customer satisfaction and retention; 4) develop a more professional staff and; 5) Increase overall fixed ops ROI.
Posted by Dr. eCommerce at 8/27/2010 3:38 PM
Categories: ecommerce, internet, dealerships, fixed ops
Tags: ecommerce internet dealerships fixed ops
 

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