A lot goes into building out a proper business development center. There are five key factors we believe an automotive BDC must have to ultimately be effective. Whether you are building your BDC in-house at your dealership or hiring an outsourced company, make sure it has the following traits.
A Passionate, Driven Leader
A good BDC will have a manager or supervisor lead who is driven and passionate and prepared to continually raise the bar. Managers in a business development center need to have an upbeat, outgoing personality. They are still going to be conversing with customers and need to be the face of the team, inspiring others to have that same vigor and character when dealing with customers.
Many BDCs may take this as an opportunity to look internally for those experienced and excited to step up into a position. The best person for the job may be hired from within because they already possess most of the traits a good manager will need to succeed. They have the background, they know the business, and employees who have the experience and drive to grow can be incredible candidates for a leadership position.
Sets and Meets High Expectations
In the ever-changing market that is the auto industry, expectations should continue to rise as consumer behaviors change. In a time where shopping is done primarily online for many people, the auto industry remains one that requires consumers to be present in the buying process. They may shop around online, and that means business development centers need to have all-hands-on-deck at all times.
By continuing to set the highest expectations based on consumer trends and desires, the BDC can remain above the curve. It’s always better to be over-prepared than under-prepared. By setting the bar high from the start, that mentality is already set to exceed the customers’ expectations. These should be well researched and planned each quarter to keep up and get ahead on industry trends.
Makes Ongoing Training and Education a Top Priority
In line with keeping up with industry trends, a BDC needs to continually move and grow to always be better and ahead of the curve. It is unlikely that a customer service team will go through training upon hire, and that will last them throughout their time within the organization.
Teams who put continuing education at the forefront of their operations will find better metrics, a more engaged team, and be more refined and prepared to handle any customer inquiry. Stating early on that your BDC focuses on training and education with their employees can always be a way to find the best people for the job. Those who love to learn, grow, and have a clear career path will be more likely to engage within a role that continues to move and change with them. Supporting employees by giving them the tools to be better and more successful will benefit the entire team and business.
Tracks Internal Metrics on Top of Dealership Metrics
Business development centers differ from call centers in that they also offer outbound marketing activities and marketing strategies. This makes it incredibly important to track their internal metrics to determine how and where to make improvements that impact their business, as well as the dealership’s business.
The auto dealership is measuring its key metrics to determine success. They track things like gross return on investment (GROI), the ratio of used to new inventory, and website traffic. These may measure their successes, but the auto business development center should track their internal metrics to determine their success.
We’ve talked in the past about some vital call center metrics that are good to track. They include call wait times, abandonment rate, call handling time, and customer satisfaction. However, automotive BDCs can measure their performance by tracking conversion rate, contact rate, and customer acquisition.
Conversion rate can tell them how many contacts turned into service appointments and sales calls. The results of the conversion rate can help determine new strategies on the phone or email that can get more customers scheduling service appointments.
Contact rate measures how many times it took to contact a customer back, based on the information they left when filling out a contact form. The advantage of measuring the contact rate can help the dealership make adjustments to how they manage sales leads and contact forms.
Knows the Value of Utilizing Customer Feedback
Lastly, for a BDC to continue to make all of these improvements and grow as a business. The best feedback you can get is straight from the customers. Agents should know how to best request a customer leave feedback. This can be in the form of anonymous surveys, a quick survey over the phone or nicely ask them to leave a review on Yelp or Google if they feel inclined.
By reading through customer feedback, it can be the best way to know how to cater to the right audiences. If one customer has an issue, it is likely others feel the same way or will have the same way, so a good BDC is answering those questions directly can help more than just that one customer.
Building an automotive business development center that genuinely excels at improving sales, profits, and overall customer satisfaction at the dealership takes a lot. It’s essential to find the right people who are as driven as the sales and service team at getting customers through the door and leave happier than before. Outsourcing to a BDC like Customer Traac takes the pain out of building this team inhouse. Customer Traac takes care of hiring, firing, and alleviates the stress of the dealership team, having to handle calls and marketing strategy. We highly recommend hiring a professional, so to learn more about what hiring a BDC entails, call us at 763-553-2989.