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crucial, actionable plans for maximizing your operational efficiency, develop ways to ask these
questions of each department individually and analyze how they overlap:
Insights and Information
How much does your team know about your audience?
Who is tasked with identifying online leads and converting them?
How is your team increasing their knowledge and understanding of the customer?
Accurate Messaging
Does your messaging pull from real-time information like your available inventory?
What resources does your team have to structure the right offer and close the sale?
Is your messaging personalized to each prospect's needs?
Overall Impact
Outside of sales, how are you building stronger relationships with customers?
How are you measuring whether your interactions are creating a positive or negative experience?
How are you measuring the number and/or the consistency of your customer touch points?
3. Analyze Your Tools
Ensure your dealership's tools empower your team to take control of their success, starting by more
efficiently and effectively leveraging the wealth of data locked away in your sales and service systems.
Modern dealership marketing tools should keep your team in the know when it comes to your audience,
but also measure the success or shortcomings of your process. Equip your team with tools to support
the process you've built by asking questions like:
Can you integrate data from your CRM, DMS and inventory data on a single platform?
Can you analyze both employee-specific and team performance metrics?
Do your tools generate metrics beyond sales, like insights on loyalty, service unsold and conquest
prospects who have not bought or serviced from you before?
Which tools can be effectively used by more than one department?
Is every member of your staff trained on employee-facing tools?
Are you encouraging ongoing training?
While there's no one-size-fits-all approach when it comes to digital retailing, one thing is certain:
Maximizing both the efficiency and efficacy of your dealership's strategy means taking a deep-dive into
critical processes and people supporting your dealership.
Want to learn how Market EyeQ can empower you to improve the efficiency of your dealership's digital
operations? Contact us for a free demo.
