August 2014
In this issue: 1 2.1 2.2 3.1 3.2 4.1 4.2
Volkswagen Roll Out Video Technology Tips and Tricks: Amber and Advisory Employee Spotlight: Jon Mepham Secrets of Success: Green CitNOWs CitNOW of the Month: Jon Thompson Please Welcome to CitNOW… Your Coffee Cartoon
Volkswagen rolls out video technology Volkswagen UK recently announced that their Retailer network will be expected to implement a video technology solution by the end of 2014 After a trial period across 10 sites, including the Inchcape, Ridgeway and Benfield groups, the decision was taken to expand the pilot into a UK wide roll-out after Customer Satisfaction scores and speed of sale figures experienced an impressive increase. The roll-out will be across all of Volkswagen’s 206 Retailers.
“We were blown away by the level of creativity in the network; Retailers found a place for video throughout the sales process, not only at the initial point of enquiry but also as way of keeping the customer informed throughout the car buying process”.
CitNOW asked Karen Hilton, Sales Development Manager at Volkswagen UK why Volkswagen had chosen video:
Volkswagen Retailers found that they could use CitNOW throughout the customer journey, not only just for inbound enquiries. Video was used for giving customers order updates, generating excitement with new vehicle handover videos and using it as part of their contact strategy
“Plain and simply because it works, we tried video with a section of pilot Retailers to see if there was a place for it in the sales process. The results were: yes, there is.”
… continued on page 2
Tips and Tricks Workshop: Amber and Advisory Every aftersales department has a guideline for replacing work that whilst not dangerous will soon require attention. But whilst a VHC might identify amber work it doesn’t sell it. That falls to your service advisor team, but as soon as the customer realises that the work isn’t urgent it becomes a hard sell.
for F&I renewal and re-establishing contact with customers.
How CitNOW can help: 1. Trust the doctor. The technician is the authority on what is wrong with the car in question; it’s his trade after all. A personalised message straight from ‘the doctor’ explaining what needs attention and why adds authority and makes the Service Advisor’s job that much easier.
Video technology is now being recommended in both Sales and Aftersales departments. Sales Executives and Technicians will use CitNOW to improve customer satisfaction and offer a more digitally enhanced experience as part of Volkswagen’s Blended Retailing initiative. Karen expanded on why this was imperative for the network.
2. You need an edge. Chances are the customer won’t understand why the part is being recommended. So help them out, show the part and explain the reason why you are advising that it is replaced.
“We think we can create a first interaction with the customer which is much more digital, much more innovative and much more engaging”.
3. One for the future. If the amber work isn’t sold, make a note. When the vehicle is next in for a service re-send the CitNOW. Last time it was an advisory, now it’s a concern that needs addressing. Offers consistency, trust and transparency and builds on the on-going relationship with that customer.
We were blown away by the level of creativity in the network; Retailers found a place for video throughout the sales process, not only at the initial point of enquiry but also as way of keeping the customer informed throughout the car buying process
To view our Top Tips Cartoon go to: http://www.citnow.com/workshop-top10
Employee Spotlight
Jon Mepham Account Director
Having spent a year in the field training new CitNOW customers, Jon has helped hundreds of tech and execs. Taking them from their first, nervous CitNOW to full blooded selling superstars. Jon recently moved into a new Client Service role where he can focus his full attention on helping all those sites he trained enhance their capabilities even further. To find out what Jon has been up to and get to know him a little better go to: video.citnow.com/vpourteam08
2
…continued
“Since 2008, showroom traffic has halved. We have fantastic facilities, we’ve got fantastic people and we’ve got great products, but we have to work harder at getting customers to see all this. That’s where video helps.” With CitNOW improving red work conversion rates by up to 40% in the workshop, as well as improving amber upsell and Customer Satisfaction scores, video has a proven role in Aftersales Departments. As of the 30th July, CitNOW has been introduced into 124 Volkswagen Retailers, including 108 Sales departments and 75 Aftersales departments. To hear why Volkswagen have rolled out video go to: video.citnow.com/vpVWRollout
Dealer Principles | August 2014
Secrets of Success Brett Farr, Marketing Controller
The Importance of ‘Green’ CitNOW is perfect for showing customers where their vehicle needs red and amber work completed. But when was the last time you sent an ‘All Green’ CitNOW to your customer? A Green CitNOW is simple to do and creates a big impact in return for a little time investment. It’s about getting that second date Think of it as the final doorstep conversation after a first date. It can be the clincher to secure your customer relationship. To make sure you get the second date we’ve come up with a simple formula to make sure you succeed every time.
The Oscar: CitNOW of the Month
John Thompson Mercedes-Benz of Hertford
What not to do We’ve seen our fair share of green videos sent out to customers. Whilst sending something is better than nothing at all, it can leave a negative customer experience if done poorly. If a technician sends a very short CitNOW to their customer it can give the wrong impression, and leave the customer feeling that ‘we’re not going to waste any time on you because there’s nothing to sell’.
Why it works:
How to create the perfect Green CitNOW Customers will be grateful for the extra 30 seconds explaining why their vehicle is Green. Take this valuable one-on-one time with customers to build trust and increase CSI. It can be something as simple as following this 3-step process:
The perfect length: This CitNOW covers the right amount of detail but stays short enough to keep it interesting. Cover the USPs to generate interest and encourage an enquiry, a more detailed CitNOW can follow.
1. We checked everything and your car passed with flying colours.
How to’s: Show off the key features and any nice, quick tricks the car has. John demonstrates how to operate the air-con, sunroof and a nice key trick.
2. Nothing to pay, Mr Customer, and let me show you one small test we did on your tyres. 3. The technician then proceeds to measure the tyre depth on every tyre confirming that everything is fine. The CitNOW doesn’t take much time at all, but it speaks volumes to your customer. Like the doorstep conversation, make sure your customers have a good experience and there’s no doubt they’ll be back for that second date. Looking for more great ways to use CitNOW in the workshop? Check out: www.CitNOW.com/workshop-top10
Enhance your Website: Use CitNOW Web to create video walk-rounds of your stock for your website. Video content is great for SEO and making sure your website appears first on searches.
Take a look yourself at: video.citnow.com/vptheoscar9 Make it perfect: Camera wobble happens when you record a walk around, but did you know that you can eliminate this with an iPod 5? Add in-built camera stabilisation and HD video recording for 50% off the standard price! http://www.citnow.com/ipod-upgrade/
Hero Report The top 5 users for CitNOW Sales Sales Chris Laing, Brighton MINI
Adam O’Sullivan, Brighton MINI
Rashid Lamjafjaf, Farnborough MINI Elliot Taylor, Thames Ditton BMW
Christian Munden, Bracknell Ford
Amount 137 111 111 76 70
and CitNOW Workshop Workshop Richard Wilson, Oxford Land Rover
David Greenwood, Liverpool Vauxhall Chris Clare, Newbury Volkswagen
Sean McCormick, Belfast Renault Doug Pocock, Oxford Audi
Amount 268 157 137 120 116
Last month’s winner, Chris Allen, with his champagne!
3
August 2014
Please welcome to CitNOW Alexanders Prestige, Ripon Barnards, Stowmarket Blade, Gloucester Bristol Street, Ilkeston Bristol Street, Bradford Bristol Street, Altrincham Bristol Street, Darlington Chartwell, Derby Colin Appleyard, Keighley Corkills, Southport Desira, Norwich Desira, Great Yarmouth Drayton, Stafford Drayton, Wolverhampton Drayton, Worcester Drayton, Walsall Drayton, Shrewsbury Drayton, Stourbridge Guy Salmon, Northampton Hartwell, Scunthorpe Harvey Cooper Cars, Ripon Ingram, Ayr Kia, High Wycombe Lancaster, Milton Keynes Lawries Garage, St Boswells Lookers, Park Royal Lookers, Colchester Lookers, Blackpool Marshall, Taunton Murray, Plymouth Northgate, Bury St Edmunds Pebley Beach, Swindon Ridgeway Select, Oxford Sinclair, Bridgend Sinclair, Swansea Sinclair, Cardiff Spire, Ruislip Spire, Highgate Sytner, Nottingham Taggarts, Glasgow South
18627
9 Millars Brook, Molly Millars Lane, Wokingham, Berkshire, RG41 2PQ
CitNOW is part of Zype TV Limited
4