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Has anyone here tried Dealer Sourcing Solutions? About a year ago TrueCar was working with them to offer free trials to some of their dealer partners. We took a look at their service and while my marketing team was interested in the data it would provide, the length of the customer "survey" was too long and under the free trial terms it was not customizable. We decided with all of the CSI follow up calls, the OEM survey and the various tech (Sirius, BlueLink, Onstar, etc) follow up that adding yet another layer of customer inquisition did not lend itself to a great customer experience so we decided not to try this. The benefits would have been to determine all of the online and offline marketing touch points that influenced the purchases with our dealership(s), but it still would just be a representation of a segment of our total customer base since not everyone would complete the survey. We may have been able to see which digital sources they used to get to us so we could be sure we were allocating our spend accordingly, but at the cost of overwhelming our guests with too many questions.My sales teams only care about getting as many people through the door as possible and providing them with a great buying experience. My marketing team gets in the weeds with the data (and the vendors) to make the best determination of how to support our sales (and service) teams. At the end of the day, while we wish for 100% multi-attribution, we have to be confident in our gut to a certain degree in the decisions we make and be willing to fail and learn from mistakes rather than staying on the same path that might have worked in the past.
Has anyone here tried Dealer Sourcing Solutions? About a year ago TrueCar was working with them to offer free trials to some of their dealer partners. We took a look at their service and while my marketing team was interested in the data it would provide, the length of the customer "survey" was too long and under the free trial terms it was not customizable. We decided with all of the CSI follow up calls, the OEM survey and the various tech (Sirius, BlueLink, Onstar, etc) follow up that adding yet another layer of customer inquisition did not lend itself to a great customer experience so we decided not to try this.
The benefits would have been to determine all of the online and offline marketing touch points that influenced the purchases with our dealership(s), but it still would just be a representation of a segment of our total customer base since not everyone would complete the survey. We may have been able to see which digital sources they used to get to us so we could be sure we were allocating our spend accordingly, but at the cost of overwhelming our guests with too many questions.
My sales teams only care about getting as many people through the door as possible and providing them with a great buying experience. My marketing team gets in the weeds with the data (and the vendors) to make the best determination of how to support our sales (and service) teams. At the end of the day, while we wish for 100% multi-attribution, we have to be confident in our gut to a certain degree in the decisions we make and be willing to fail and learn from mistakes rather than staying on the same path that might have worked in the past.
