Internet Lead Management Process Flow: FordDirect & DealerConnection Leads
Customer visits
FordVehicles.com or a
Customer Receives a FordDirect.com site,
Confirmation Screen Configures/Selects a new
from Ford that Ford, Requests a Quote.
acknowledges receipt #1
of the request, and
promises a prompt
dealer response within
24 Hours #2 Lead information & data is subjected to validation process by
FordDirect, then the Initial Dealer Selected by Customer
receives the lead in SalesPoint or ALM registered application
#3
18% of leads are “scrubbed” out, possible 15 to 40 minute
delay
Customer receives Morpace survey Customer receives email message from
within 24 hours after submitting a FordDirect acknowledging lead and
lead. Questions are related to reassuring customer that dealer will
experience with Dealer’s response 24 Hours respond within 24 hours. #5
to the lead they submitted. #6 #4
QUOTE REQUEST LEAD RESPONSE
Additional Marketing Research
Ford’s Market Research, AND Best Practices
Ford conducts additional research on
Benchmarking shows that the most effective
customer reaction to dealer response
response attributes from dealers includes the
characteristics. This research focuses on
following process objectives and elements
Ford buyers who have submitted Internet
which are listed below in order of impact on
leads which are then “matched” against RDR
closing ratios:
customer data to determine which customers
have purchased within a 90 day format. Ford 1. Make Direct Phone Contact with
eBusiness can then better understand which Customer after sending Email w/vehicle
dealer response attributes generate the availability & price quotes
highest Internet sales closing ratios 2. Send Price Quotes by Email to
#7 Customer on multiple vehicles
3. Contact Customer more than once by
Email and Telephone within First 24
Hours of receiving Lead
4. Make sure Customers are either
Completely Satisfied or Very Satisfied
with the Lead Response.
#8
Dealer’s Dealer’s
Email Contact Telephone Contact
Process Process
(see next page) (see next page)
Internet Lead Management Process Flow: eOptimized Tactical Blueprint
Email Contact Process Telephone Contact Process
Think of the email response to new Your Email template #e002 sets the
Internet leads as a very targeted stage for your followup phone call…
advertisement sent to one person… You are calling to verify that the
Select Stock Numbers & Quote prices customer has received their price
on 4 Ford Vehicles. One that is closest quotes via email, and to arrange a
to what they specified in their Quote test drive appointment for the
Request, and 3 more that are Available customer to come in to the
for customer sale and delivery which dealership. Be prepared to answer
are likely to attract customer interest… questions about the vehicles quoted and to
discuss the various incentive programs
available on those specific vehicles…
Email Template #e002 Use Phone Script #p002
Email Template #e002 Phone Script #p002
Email Contact Process Phone Contact Process
Customer Customer DOES Direct Phone NO Direct
Does NOT Respond by Contact Made Phone
Respond by Email Contact
Email
nd
2 Day - No Seek Seek Appt. 2 Hours
Response Email Agreement for OEM- Voicemail:
#e004 to Speak by Brand Test Phone Script
Phone Drive – #p-am004 + Left
#e021 Phone Script msg email
th #p002
4 Day - No #e024
Response Email
#e005
Seek Test Drive Log 24 hours
Appt. by Email Appt. Voicemail:
th #e026 into LMS Phone Script
6 Day - No #p-am005 + Left
Response Email msg email
#e006 #e024
Write Appt. onto
Appt. Board
th rd
10 Day - No 3 Day
Response Email Voicemail:
#e007 Phone Script
rd
3 Party Appt. Appt. Confirmation #p-am006 + Left
Confirmation by – Email Template msg email
Phone #p003 #e024
#p004
th
15 Day - No
Response Email
#e008 th
5 Day
Voicemail:
Pre-visit Preparation: Phone Script
1. Select Vehicles #p-am007 + Left
th 2. Fuel & Clean
30 Day - No msg email
Response Email 3. Park up Front #e024
#e009 4. Prepare Deal Doc’s
5. Print KBB on Trade
6. Print all Emails
7. Prepare Customer Folder
th
10 Day
No Response Voicemail:
#e010 Targeted Phone Script
Broadcast Email #p-am008 + Left
Program Customer Arrives at Dealership –
Reception Process msg email
#F001 #e024