OCTOBER 2023 AFTERMARKET 21 www.aftermarketonline.net rates and generate customer loyalty. 2.Team performance Marketing is just one half of the customer experience here - once the customer has picked up the phone, it’s time for your team to shine. Inbound call tracking allows garages to measure the performance of the calls and know where successes are happening, as well as where improvements can be made. Inbound leads offer your team the opportunity to nurture a customer relationship and create a positive experience. These human connections are what build customer relationships and all-important brand loyalty. By using call tracking, garages can understand where additional training is needed to improve the customer experience, keeping your teams up to date and able to answer any query. Helping teams work effectively hand-in-hand with marketing campaigns and messages can help drive business success. Understanding how the two work together can be unveiled through the use of call tracking technology - as Dick Lovett Automotive Group discovered. Call tracking in action: Dick Lovett Automotive Group As an established automotive dealership specialising in luxury cars, Dick Lovett Automotive Group recognises the need for tailored and exceptional customer experience. However, despite a steady influx of positive customer calls, the business lacked insight into what was driving the communications. Without knowing what was pushing customers to call, it was impossible to understand ROI from marketing or accurately measure conversion. Implementing Mediahawk call tracking technology allowed the Dick Lovett team to understand where calls were coming from, what marketing campaigns were driving customers, and capture more sales leads. As a direct result of using Mediahawk, Dick Lovett has been able to improve the sales conversion rate, realign its marketing strategy to specific channels for maximum effect, and begin making strides towards improved data capture and enhanced overall customer experience. The power of data analytics from call tracking is not to be underestimated when it comes to improving ROI and lead conversion. By understanding how to best allocate marketing budget and activity, refining the customer journey to be a seamless and positive experience, and continuously analysing and improving every stage of the sales and marketing processes, businesses can leverage data-driven advantages over competitors and stay a step ahead. Without call tracking, it would not be possible to take such a nuanced approach to sales and marketing, nor to deliver results that are measurable to exact activity periods. Making every call count and gleaning as much data as possible allows businesses to improve, advance, and ultimately, succeed. www.mediahawk.co.uk
RkJQdWJsaXNoZXIy MjQ0NzM=