Communication Intelligence

Communication Intelligence is about gaining insight into staff and consumer behavior and the technology changes that impact business communication processes, Revenue, and ROI.

Bill Nalu and Stan Stokes discuss the importance of using data and information to enhance customer relationships and sales. They share their experiences with auditing phone calls and using personality assessments to identify areas for improvement.

Why did the customer choose you?

Potential customers in the automotive repair industry are not “Shoppers”; they have either a planned or unplanned service need. Finding a repair center generally starts with searching for “Auto Repair Near Me.” Over 60% of the searches result in a call to a repair facility and booking an appointment with the facility that best addresses their concerns, builds trust, provides assurance, and accommodates them in a timely fashion.

How is that impacting Revenue and ROI?

Repair centers invest marketing dollars in hopes of being called. With today’s industry marketing platforms, they use call tracking tools to measure the number of phone calls from each marketing channel, determine if the caller is new or returning, and ultimately if the caller arrived for their appointment.

The total number of calls (leads) divided by the number of callers that arrived (customers) = “Lead to Customer” conversion rate. Last year Iron Fist estimated the industry has averaged less than 30% “Lead to Customer” conversion rate.

What does 30% mean in dollars?

What would a 10% increase mean?

Can it be improved?

Before you can improve the lead to customer conversion rate, you must first identify what to improve and how to measure the improvement.

Time:

At an average of 3 mins per phone call, It would take 210 hours to listen to the (70%) 4200 of 6000 phone calls that didn’t convert.

Insight:

How many of the calls booked an appointment.

Knowledge:

If they didn’t book an appointment, where in conversation could have been redirected to change the outcome to booked appointment?

Data:

Once you determine the correct information to measure, you need a lot of data to validate it.

Measuring Process:

Once you know what to improve upon, how do you measure performance and connect that measurement back to the lead to customer conversion rate?

Staff Performance Potential:

How do you know if your Service Advisor is capable of meeting expectations for the roll?

Data:

Once you determine the correct information to measure, you need a lot of data to validate it.

Measuring Process:

Once you know what to improve upon, how do you measure performance and connect that measurement back to the lead to customer conversion rate?

Staff Performance Potential:

How do you know if your Service Advisor is capable of meeting expectations for the roll?

Has customer interaction and behavior changed?

DVI (Digital Vehicle Inspection) technology creates trust through transparency, enabling customers to make informed decisions by equipping them to confidently understand the how and why behind recommended repairs and services. The change in customers’ behavior is that they can review recommendations and act without being present in the center or even speaking to an advisor.

Three considerations to determine if these changes in behavior are impacting your communication?

Are your customers approving 100% of the recommendations without speaking to a Service Advisor?

Do you have insight into the phone conversation between your customer and Service Advisor?
How are you measuring compliance and outcome?

Do you know if all recommendations were reviewed with the customers?
How are you measuring compliance and outcome?

Is communication behavior impacting Revenue?

In today’s environment the Service Advisor and customers interaction is more often over the phone. This scenario provides limited insight into the conversation and assurance that the inspection report is reviewed accurately and in its entirety. Below is an example of the potential financial impact.

300 Cars per Month at $300 ARO = $90K in revenue

2400 Recommendations Per month – Averaging 8 recommendations per inspection.

Service Advisor’s are only reviewing 4 (50%) of the 8 recommendations with 2 (50%) approved.

If all 8 recommendations had been reviewed with the same 50% approval.

ARO would increase $300 = $600 for an additional $90K in revenue

What is Communication Intelligence?

The Iron Fist Communication Intelligence Platform brings insights into how technology and consumer behavior is impacting business communication processes, revenue, and ROI. One example is analyzing phone conversations between service advisors and potential customers seeking service or those calling to review the digital inspection report, with both reporting and consultative insight into improving processes, measuring compliance, driving revenue, and ROI.

How many appointments were booked.

How many booked appointments arrived.

Which calls didn’t book appointments and why.

How many inspection recommendations were reviewed and approved.

How many recommendations weren’t reviewed and why.

Staff Performance and Compliances

How many appointments were booked.

How many booked appointments arrived.

Which calls didn’t book appointments and why.

How many inspection recommendations were reviewed and approved.

How many recommendations weren’t reviewed and why.

Staff Performance and Compliances

How many appointments were booked.

How many booked appointments arrived.

Which calls didn’t book appointments and why.

How many inspection recommendations were reviewed and approved.

How many recommendations weren’t reviewed and why.

Staff Performance and Compliances

Communication Intelligence