Category: Best Practice

22% post online comments about their dealership experience

If 1 in 5 interactions lead to an online review, do you know your customer’s opinions before they publicly review you? Does your DMS provide you with the tools to manage this?
Reviews influence purchase decisions
From the consideration of different brands and models, to conversion at brand and dealership levels. This isn’t anything new.

As trust in review content increases and technology enables more shoppers to contribute online, the modern dealership cannot afford to ignore online conversations. *eMarketer.com Study – 6 May 2013

Social media has enabled easy sharing of this content. A positive manufacturer campaign can create consideration for a specific model, but a negative dealership review, if widely circulated, can determine whether that brand/model is disregarded and which dealership they choose to deal with.

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Boutique hotel guests & dealership customers – what they share in common

Both businesses can use a “Meeter Greeter” iPad app to facilitate their customer’s journey with them… Pinnacle Mobile is here

Your customers are surrounded by innovation
Mashable.com ran an article today looking at the most high-tech hotels in the world. Featured in this list are the boutique Andaz by Hyatt. It reads:

Upon your arrival at any of Hyatt’s boutique line of Andaz hotels, a concierge will greet you with an iPad. He or she will check you into your room, process your payment and take your signature via tablet.

Upon your arrival at any of Hyatt’s boutique line of Andaz hotels, a concierge will greet you with an iPad. He or she will check you into your room, process your payment and take your signature via tablet.

This isn’t exclusive to the hotel industry. We see it at events, restaurants, museums, airports. Everywhere. And our customers enjoy this involvement with technology.

As a Pinnacle user , you’re able to enjoy the same technology, applied specifically for the automotive-industry, for a customer used to experiencing it in their day-to-day lives.

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Facebook remains the clear social channel of choice in the UK

A recent report by eMarketer suggests that Facebook reigns unchallenged as the leading social network of choice in the UK, accounting for more than 9 out of 10 social network users.

In 2012 it was estimated that 28.3 million of us logged on regularly to use Facebook – the same number as Italy and Spain combined. Social media penetration across the entire population appears to be plateauing around the 50% mark. This figure covers all social networks such as Twitter, Pinterest, etc. which in comparison makes a small mark in our choice of social channel.

Chris Caines, Marketing Executive at Pinewood said, “it’s clear that a large portion of the population who are connected are using Facebook. Dealerships exploring these social network opportunities are likely to benefit from adding this digital touch point into their multichannel approach to a smarter way of marketing”.

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“Relevance and Timing” to drive business results from Twitter

Dealers need their Twitter activity to be based on “relevance and timing” if they are to use the social media channel to drive business results.

Dealer management software specialist Pinewood says that success will come from carefully matching the content of tweets to customer and business needs, and then by sending them at a time when they are most likely to be read.

Pinewood marketing executive Chris Caines said: “From our contact with dealers, we can see that their use of Twitter is generally increasing and that it appears to be helping in areas such as customer retention.

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New arrival of 4G phone networks set to boost motor dealer mobile activity

The arrival of new 4G mobile phone networks in the UK before the end of this year is set to provide a boost to the capabilities of dealer mobile web sites.

Dealer management software specialist Pinewood says that the technology – which can be up to seven times faster than existing 3G – will allow dealers to add a range of additional services, notably much improved video performance.

Managing director Neville Briggs said: “While the roll-out of 4G is likely to take some time and users will need new smartphones to access the networks, we expect dealers to soon start taking advantage of the added speed available.

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What should dealers consider when changing their DMS?

Our key advice when buying a DMS is to avoid compromise, and buy for tomorrows needs not just todays.

1. What are the key issues that dealers should consider when changing their DMS?

There are the needs of the dealer, the requirements of the manufacturer and the wishes of the customer. The interests of all three parties must be considered. Manufacturers will have minimum standards for their dealers however these will change and the system will need to be able to accommodate these changes without expensive upgrades.

Customers have a choice and an increasing emphasis must be placed on the attraction and retention of customers, the DMS plays a significant role in this from ease of doing business at the service desk, online interaction and ensuring complete customer satisfaction.

What can the DMS supplier offer you in terms of innovation and how will the system keep fresh, how often is the system updated with enhancements and will there be a cost. In today’s world mobile phones, PCs and even cars get regular software updates usually without charge.

2. What are the major pitfalls to avoid?

There is no point in simply replicating an old out of date system, a new DMS is an opportunity for a fresh start, dealers need to see the DMS as an enabler for their business rather than a must have back office system.  A new DMS must bring something different not simply meet the minimum requirements at the cheapest cost.

3. What advice would you offer to dealers when changing their system?

Talk to and visit dealers who are using the systems you are considering, whilst this may be a time consuming exercise the real world experiences will be invaluable.

Our key advice when buying a DMS is to avoid compromise, and buy for tomorrows needs not just todays.

Updated Pinewood iPad app designed to improve customer experience

Manufacturers and franchise dealers could be set to embrace online channels for aftersales as a means to increase both sales and brand awareness.

Introduced last August, the iPad app allows dealers to access key customer information stored on their Pinewood Pinnacle dealer management system without having to sit down at a desktop PC or laptop, creating a new level of freedom.

The new version improves the way in which the app handles the customer greeting and check-in process at a dealership, creating a much stronger impression during each visit.

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New single screen view gives dealers snapshot of their entire workshop

A new single screen view has been added to Pinewood’s Pinnacle dealer management software enabling dealers to see a real-time snapshot of progress across their entire workshop

The Job Status Report provides workshop managers with a traffic light based visual of the status of all the vehicles and service and repair jobs currently underway.

Provided free of charge, the report then allows workshop managers to drill down to a wide range of job, customer or vehicle related information, freeing up service advisor time.

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Promoted posts provide dealers with greater social media opportunities

A new advertising based service introduced by Facebook provides dealers with a cost-effective route to engaging potential customers, says dealer management software specialist Pinewood

“Promoted posts”? allow dealers to boost their regular content delivery and ensure it is seen by more of their fans with spending only comparatively small amounts in advertising.

Typically, promoted posts appear on a dealer’s fan newsfeed at any point over a three day period instead of normal posts which are specifically shown at the time of posting. The new method substantially increases the opportunity of the content being read, liked, shared and commented upon.

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Real value of integrated DMS functionality – core features delivering profitability

Profitability becomes much easier when you partner with a DMS that gives you the tools your dealership needs

Benefits of core DMS functionality

We’d all agree that manufacturer-fitted Sat Nav with Bluetooth integration is better than sticking a retrofit device in the windscreen and a headset plugged into your ear. The same applies to DMS.

Third-party functionality only serves a purpose when your DMS is failing to provide you with the right tools to serve the demands of your customer. But they’re not joined up. They simply work on their own.

Imagine everything working as one – in your DMS. Pinnacle customers experience this every day in their dealerships. It’s not just joined up functionality, it’s joined up thinking.

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New changes make Facebook more dealer friendly

Changes to Facebook just announced make the social network easier and more effective to use for dealers, says dealer management software specialist Pinewood

Added functionality allows dealers to schedule status and content updates on their pages in advance. By simply clicking on the clock symbol and setting a future time, dealers will be able to plan communications in advance.

Additional functionality has been also added to the administration controls, allowing various access rights or roles to be granted for different users such as manager, content creator, moderator and advertiser. This makes defining the responsibilities of administering the page across different job roles within a dealership much easier.

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Advice to help dealers get the most from Facebook

Eight simple suggestions to help dealers get the best results out of Facebook have been released by dealer management software specialist Pinewood

The company added a Facebook integration tool to its Pinnacle DMS in January and these ideas are those that it has found most effective in its work with dealers.

Pinewood marketing executive Chris Caines said: “Many dealers understandably feel a little out of their depth with Facebook because using it in a business context is a new experience for them but following these guidelines can help them onto the right path.

“Certainly, we now have a small but growing number of dealers who are successfully using Facebook to help them capture more business and build their brand”

The ideas are:

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