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Cobalt Newsroom - In the News
Poetry In Motion
"...Scrambling, scurrying, holding the cell phone to my ear (not while I'm driving, mind you), listening to the whine of rubber hitting asphalt - is it supposed to sound like that? Waiting... waiting... and more waiting... will it ever end? What time was that appointment anyway...?"
While I may have missed my calling as a dramatic poet (or not), the difficulty sometimes inherent in interacting with a service department is not necessarily overstated. Unfortunately, most dealerships don't recognize how inconvenient it can be for customers to find us, contact us, or set appointments until it's too late: CPL or dollars per RO take a dive and we're left "scrambling and scurrying" to figure out what happened.
So, mentally take a step out of the dealership for an hour or so and hit the Internet. Why? Because that's what your customers are doing! Make note of a few things:
- How many clicks does it take to get to your appointment page?
- What happens on Google™ or Yahoo!® when you search for your city and primary product line? Does your dealership appear in the top 3 or 4 listing results in organic search?
- Is the look and feel of your site pleasing to the eye?
- How quickly do the pages load?
- Is everything current on the site?
- What are your competitors doing?
If you think your web presence isn't important in fixed operations, you're sorely mistaken because the Internet is where people want to meet you these days. If they can't access basic information, see service & parts specials or set an appointment, they may very well click the 'X' at the top right of your site and move over to a competitor whose site allows them to do those things. If you're confused by things like Search Engine Optimization or Paid Aearch or ReMarketing, consult someone like Cobalt for help. Because in today's world you can't afford to miss customer opportunities no matter where, when and how they present themselves.
"... Ahhhh. Comfort and convenience make me calm and collected. My service advisor, Fred, is expecting me at 4! Finally - I've found a fabulous future with friendly folks!"
Jon Quade has an extensive automotive resume and is a Performance Improvement Consultant for Cobalt. You can reach Jon at 800.701.7767 or via email at jquade@cobalt.com.
