Dealertrack CRM Product Overview

Product Snapshot

Why Dealertrack – The vendor’s top arguments to select them

1. Increased User-ship: Engineered specifically for the purpose of a great user experience   
2. Flexibility and Mobility: Mobile and Desktop Experiences are Identical; Mobile designed to be the primary point of use        
3. Inventory Integration: Ability to Capture Trade Via Mobile and push to v-Auto and DT’s Inventory Plus
4. Clarity and Efficiency: Layout designed to expedite the deal workflow process creating a more efficient customer experience
5. Reporting: Reports update in “near” real-time allowing for actionable “in the moment” analysis and process management

Product Highlights

Key Features of the Dealertrack CRM

• Comprehensive mobile CRM application
• Clear actionable Sales and Management Dashboards
• Trade VIN and driver’s license barcode scan to automatically enter information with one click
• Smartphone dictation capability for entering notes and creating texts
• Dynamic Email Spam Score used to avoid communications sent to spam folders and protect the Dealer’s IP address
• Automated accurate rebate and incentive stacking
• One-click notes functionality - List of frequently used notes/phrases allows for quick updates and standardized interdepartmental dialogue

CRM Functionality

Dealertrack’s cloud-based CRM tool provides Android/iOS compliant smartphone integration, along with MAC/PC desktop compatibility. Dealertrack’s CRM can be used with modern browsers (Safari, Chrome and Firefox) and has been programmed on HTML5 to ensure stable future builds on an industry standard platform. Single-point and enterprise dealership groups can utilize this system.

CRM Core Modules

• Automotive CRM
• Mobile Application
• Internet Lead Management (ILM)
• Individual Customer Email, Text and Phone Communication
• Marketing Campaign Tool
• BDC Integration
• Desking – Inventory, Pencil and Smart Form Tools
• Purposeful Reporting

Desktop & Mobile

The Dealertrack CRM provides a simplified design that focuses on improving Sales efficiency by driving proactive processes ‘in the moment’ - not after a customer has left the dealership.  Its design philosophy is based on being the ‘CRM that Automotive People will actually use’. The mobile app was engineered with the help of long-term dealership sales professionals whose vision was to create a great user experience that is simple, easy and convenient. The desktop and mobile look and feel are identical, which decreases the user learning curve. Users can access 90% of the desktop’s functionality from the mobile application. The mobile application is designed to be the primary point of customer engagement.

Desktop and Mobile Comparison

Sales Dashboard

The Sales dashboard is built to prioritize the user’s daily tasks, track appointments and review historical items. It is designed to maintain forward momentum throughout the sales process by quickly and efficiently allowing the salesperson to accomplish required tasks.

Sales Dashboard View

Dashboard functionality:

• The left side of the screen displays the salesperson’s performance ranking based on attainment level of different activities and tasks.
• The top of the view has three tabs presenting Remaining Tasks for that day, an Appointments calendar, and task history (‘All Box’).

• Remaining Tasks are ordered by level of urgency based on dealership specific business rules governing the sales process. The salesperson has the ability to reschedule the task, send an email, or make a call while never leaving this screen. Dealership management, not the salesperson, defines follow-up schedules.
• The Appointments tab provides the ability to drag and drop calendar items when changes are necessary.
• The All Box tab can be filtered by task type and/or date range.  Management has the ability to review historical activity and coach the salesperson when needed.

Management Dashboard

The real-time dashboard was developed to organize the dealership’s daily processes directly tying them to selling vehicles for that day. Daily activities and tasks are prioritized in a purchase funnel approach where the customer should move from the top of the screen to the bottom as the deal progresses. Managers clearly see daily progress made by each salesperson and can review their performance when they check out at the end of the day.

The left hand side of the screen lists the sales agents by efficiency rank based on completion of required tasks from least to most efficient. This display method advocates action and promotes the completion of the most pressing sales related activities. This display method promotes competition within sales, and provides coaching opportunities for personnel that are falling short of expectations.

• An algorithm in the CRM based on sales and activities fuels this ranking. This view can be changed from daily to monthly.
• Directly below the sales representatives, there is another list showcasing the same information on BDC agents (if applicable to that Dealership).

Across the top of the screen instant metrics are shown that give a high level view of dealership traffic, appointments, sold/delivered vehicles and sold/not delivered vehicle activity. Each item has drill down capabilities to the details.

The majority of the screen displays red and blue activity ‘tiles’ organized in a purchase funnel structure.  Red tiles indicate there may be a problem, blue tiles show that the sales process is progressing as planned, and black tiles represent lost sales. Managers have the ability to drill down by sales person tasks, customer records and specific stores (enterprise view). The business rules behind the tile colors are defined by the dealership and can be changed at any time by management (E.g. Internet leads need to be followed up within 15 minutes of receipt instead of 30).

Up to three different employee types, each with their own permission based tasks can ban be assigned to each customer.

• Sales Person
• BDC Agent
• Desk Manager

Desking/Smart Forms

Dealertrack offers a complete Desking and forms solution as part of their core CRM offering. Drawing from their experience as being one of the nations largest providers of OEM rebate/incentive and bank rate information the Desking solution offers up to date financial data directly within the CRM.

Highlighted Desking functionality:

• The tool pulls in all current rebates and incentives and automatically stacks them for the user to prevent incorrect application.
• The user has the ability to pick bank programs and tiers to be applied to the deal.
• Multiple lease and finance payment options are displayed side-by-side for comparison.
• Once the deal has been negotiated the information can be pushed to many leading DMS providers straight from this Desking screen.
• All historical deals are saved in the system for reference.
• Customer view provides the ability to hide rate and deal gross information.

Desking Tool View

Dealertrack provides a library of 30 smart form templates, along with allowing the import of current, or creation of new dealer forms.  Forms are pre-filled with information from the CRM and the user has the ability to make changes before printing.

Smart Forms Examples:

• Credit Application
• Appraisal Form
• Vehicle Purchase Documentation
• Deal Presentation Forms
  • Buyers Order
  • Etc.
• Many More

Commonly Used Functionality

The CRM systems most commonly utilized functionality all support the systems fundamental design philosophy of diving the sale forward. This design ensures that the system supports the user and cements dealership adoption through simplifying the sales process and workload.

• Customer information collection
  • A minimum of one contact method (Phone or Email) is required to save a customer record.
  • Customer matching is done on name, phone number, email address, and physical address.  The system has an intuitive logic to match on name variations (E.g. Michael vs. Mike). The user has the ability to merge duplicate records identified by the system.
  • The application asks for permission to text newly entered customers simplifying communication later in the deal.
     

Activity Record View

• Mobile Application Tools
  • VIN/driver’s license barcode scan
  • Dictation provides voice to text capability for entering notes and creating SMS messages.
    • SMS messages mimic the look and feel of smartphones and are stored in the system (not on the salespersons’ phones, so it is accessible by management).
• A dynamic Spam Score based on the subject line and content of an email helps ensure deliverability
  • Changes can be made to safeguard against the email ending up in the customer’s spam folder while helping protect the dealerships IP address.
  • Emails have been purposefully engineered with the ability to insert vehicles, specials, and media directly from a dealers Dealer.com website.
  • Ability to attach videos to emails (E.g. Salesperson walk-around). Videos are automatically sized for best deliverability.
• Outbound calls can be automatically pushed from the application to the Salesperson’s phone
  • The system prompts immediately afterwards to make notes on the calls activity
  • Outbound call audio and durations can be recorded and attached to the customer record (dependent on state law)
• Pre-created notes are available through a single click feature, greatly increasing note records being added by the user.

Marketing Capabilities

Dealertrack’s CRM has an integrated campaign manager designed primarily for e-mail communications. Customer segmentation is broken out into three main categories.

• Opportunities
  • Open lead
  • Lost customer
  • Sold vehicle
  • Etc.
• Vehicle Based
  • Vehicle of interest
  • Owned vehicle
  • Vehicle specials
• Source Agent
  • Sales Person
  • Manager
  • BDC agent

Emails can be created from pre-built editable templates, or manually created and uploaded to the system. When creating an email campaign for the first time the system utilizes Dealertrack’s spam score algorithm to increase communication receipt. Customer lists can also be exported for use in direct mail campaigns.

At an additional charge Dealertrack can provide strategically planned marketing services enhancing the dealership’s brand including:

• Equity mining
• Prospect and retention marketing
• Call center services
• Demographic and modeling data
• Triggered campaigns
• Direct Mail campaigns

These services are provided and executed from start to finish by Dealertrack marketing personnel.

Marketing Campaign Tool

Reporting

Dealertrack’s reporting focuses on providing information that is directly tied to workflow metrics and KPI’s derived from the CRM system. Roughly 10 reports deliver information in near real-time (updated every 30 minuets) that focuses on efficiencies and driving the sales process. Reports feature drill down capability providing greater depth of information. Reports can be created in a single enterprise view structure, simplifying and consolidating information into a manageable output. Customized reporting is available at an extra charge.

Advertiser ROI View

Installation & Support

Pre-Installation Activities

A launch kit is sent to the dealership within 1-2 weeks of signing a contract with Dealertrack. This kit contains a questionnaire outlining the information and processes required from the dealership to complete the initial system setup. Dealertrack installation specialists work with the dealership to help identify process improvement areas that can be implemented in the CRM before launch. Online tutorials are conducted with the dealership employees to familiarize them with the system before onsite training begins. The average time from contract signing to dealership launch is 6-8 weeks.

Onsite Training

A team from Dealertrack will spend between 2-4 days (depending on store size and complexity) onsite at the dealership conducting training and ensuring the system is performing correctly.

Ongoing Support

Dealertrack provides ongoing support methods:

• Assignment of a dealership performance advisor (maximum of 50 clients per advisor)
  • Provides month to month analytics and performance reviews of the stores CRM performance
  • Utilizes data from the entire Dealertrack installed base to provide insights and performance improvement suggestions
• 800 line technical support

Additional information

• Optional integrations:
  • V-Auto
  • Most Inventory Management Solutions
• Service CRM EOY 2015

Pricing Information

• Base Package (Small and Independent Dealerships) - $795.00 per month
• Premium Package -  $1,595.00 - $1,795.00 per month (depending on DMS system)
• Premium Package includes 10K SMS messages/month (additional charge for overage)
• SMS Texting and Mobile Application available with Base Package (additional charge)
• Additional third-party integrations provided based on programing fee

Company Profile

• Type – Publicly Held
• Size – 5000+ Employees
• Founded – 2001
• Locations – 18 Nationwide Locations
• Number of Clients – 18K business partners, 513 Dealertrack CRM specific partners