FJ Chalke is a typical family dealership that has been at the heart of its community since 1929, in and around Wincanton, Yeovil and Mere. FJ Chalke has expanded over the years with the purchase of Vale Motors and now represents Nissan, Kia, Fiat, Isuzu and Suzuki. The dealer principal, Steve Fowler, has been using Mediahawk call tracking for over 5 years.
Call tracking provides FJ Chalke with the insight to manage how they deal with customers and put a process of continual improvement in place by strengthening their sales processes at all levels.
This has created a positive loop – strong management of enquiries leads to happier customers, providing more opportunities to do business resulting in happy sales people.
Steve realised that the FJ Chalke’s dealership were not responding to enquiries efficiently or effectively. Consumers’ attitudes to response are changing. Research shows that customers will buy a car within 48 hours of their initial phone call, so they want dealers to respond quickly.
For a dealership, being on top of your response gives you a significant advantage over your competitors.
Call tracking software provides essential marketing response information. Listening to calls and scoring them allows you to get even more granular with your reports by linking the calls to performance and sales.
To understand how FJ Chalke are performing, they have employed someone to listen to calls, attribute them to the correct media source, allocate them to the correct internal department and score the quality of the call. The daily results provide the management team with a deeper understanding of how customers interact with the business, enabling them to find ways of eliminating the pinch points in the sales process.
Looking at over 4,500 tracked calls from the beginning of the year to the end of April, FJ Chalke can break their enquiries down by internal department as follows:
Of these calls, 5.9% went unanswered because they rang out or the phone was engaged. Once a sales call was answered, on average 20% did not get to a salesperson first time, resulting in a message taken by reception. Moving this to 10% automatically increases the opportunity to do business by getting an enquiry to a salesperson first time.
As part of the review, FJ Chalke gained a strong understanding of what channels generated sales calls for them:
This information allowed FJ Chalke to allocate their marketing spend more efficiently, by advertising on the valuable classified sites and driving more value from pay per click (PPC) advertising.
However, the greatest benefit has been the ability to focus on the areas where they have the most control and least cost – their own website and the manufacturers’ websites.
Scoring and analysis of FJ Chalke’s calls highlighted several areas for improvement:
None of this insight would have been possible without the systems and reporting provided by Mediahawk.
“We have been using Mediahawk’s call tracking for over five years to help us make better marketing decisions in our business. The introduction of call scoring and listening to our recorded calls, has raised the game even higher. The increased insight has put in place a series of changes that we would not necessarily have had the confidence to make. These changes are vital to the future of the business to ensure FJ Chalke thrives for another 80 years.”
Steve Fowler, Dealer Principal, FJ Chalke