XIGroup Launches Customer Advocate Program
Posted by Shannon Anoia
View full article here - http://www.dealermark.com/index.php?option=com_content&task=view&id=1054&Itemid=0
Dealer Marketing Magazine - July 2007
By: Cameron Healey
XIGroup, a division of Dominion Enterprises, just launched a customer advocate program designed to help its dealer customers get the most out of their Web solutions.
XIGroup has staff members called “customer advocates” that proactively monitor dealer Website usage and other metrics, and then based on these results calls the dealer to offer suggestions, methods for improving results, training tips, and other ways to remain effectively engaged in the Internet marketing process. “One of the biggest challenges in this industry is when dealers make a large investment in tools such as lead generating Websites, inventory management products, or search engine marketing, and then don’t use them or use only a small fraction of the features, thereby never realizing the full potential return on investment,” says Brian Burns, general manager of XIGroup.
Additionally, many dealers don’t call vendors when they encounter problems, which is why XIGroup implemented a proactive approach. “We have a genuine interest in our customers’ success, and by having our customer advocate connect with dealers on a regular basis, we hope to sustain long-term partnerships,” says Burns. There are companies out there that offer in-dealership and Webcast training, but many dealership employees use only a small portion of what the products offer. The customer advocate program is designed to determine whether a dealer is using all the tools necessary to succeed.
Customer advocates work with the dealers to look at historical information and determine whether the changes made to their marketing programs worked, and why. XI’s advocates also analyze lead quality, quantity and process, monitor Website traffic, and compare vehicle-pricing statistics.
If dealers are generating a high ratio of inventory views but few leads, it could indicate their pricing is too high. If a consumer sees the same car on two different dealer sites and one has a rebate or coupon and yours doesn’t, he or she will likely visit the other site. Advocates make recommendations to dealers to ensure their prices on the Websites remain competitive and often recommend what words and verbiage dealers should include on the welcome page to help search engines find the dealers’ Website. XI’s advocates also look at the Website’s ‘live stats’ that include how many people visited the site, how many page views, where they visited (i.e. inventory page or parts and service department), and the average time that is spent on the site.
Downward trends could indicate a problem. This could mean that the dealer isn’t updating the site enough, or conversely, could mean they are updating it too much.
Advocates will recommend keeping the site neat, clean, and user-friendly and will inform dealer clients of new product features that can enhance their Web solutions. They will proactively contact the dealer and schedule Web demos of the new features or additions. Gary Peters, general manager of Ken Pollock Nissan in Wilkes-Barre, PA is a fan. “When I had a few questions about updating our Website, I called XIGroup and our customer advocate drove out to see us in person to do a training session. He has called us since then on a regular basis to offer additional suggestions and ideas. It’s nice to have that personal service.”
While this is not a new concept, wouldn’t you rather have a Website company who is on your side, understands your goal of moving iron and making money without worrying about all the “bells and whistles?” The customer advocate program is complimentary and available immediately to all XIGroup customers. For more information, please visit www.xigroup.com.
October 18 2007 03:46 pm | Customer Support