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Survey at Delivery: A Road Map to Your Store

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#21
Todd Caputo said:
The survey that Joe Pistell is referring to he implemented when he worked for me. It works very well and use it quarterly when we make marketing and advertising decisions. Its simple and it works. I have toyed with the idea to make it digital but I think in this case you get better answers when people use the old fashioned pen. Many people write a paragraph or more in some cases and the feedback is very valuable.
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Todd, we started that waaayyyy back in 2007-08. I am thinking that people are now so damn comfortable with smartphones and tablets, that a fully digital survey will work. Your IT team can build it and try it.

HTH
Joe
 
#23
#24
Back then....

You could have bought Nokia's stock for $40 (now $7)
You could have bought BlackBerry's stock for $100 (now $9)
-or-
You could have bought Apple's stock for $85 (now $550)
You could have bought Google's stock for $495 (now $1,150)
 
#25
JoePistell said:
View attachment 1900

25% of all sales connect to AutoTrader/Cars.com.
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Anyone else interested in a this free survey at delivery for their store?

My Notes:
1). It's a high level report on shopper behavior.
2). You don't have to be a Dealer.com customer.
3). It's easy, a simple DIY webform
4). This survey gets added to the sales or F&I workflow, so you'll need buy-in from your stores leadership to make sure it gets done (leaderships get the report too).


HTH
Joe
 
#27
Here's the goals of the survey, question by question


Question #2). Have you bought from us before?
(repeat buyer filter)


Question #3). Any close friends or family purchased from us before?
(1st degree of separation filter)


Question #4). How did you hear about us?
(How many "touch points" to your name?)


Question #5). how long have you been looking for a new vehicle?
(time in market)


Question #6). While shopping, you shopped for:
(influence of new & used to your shopper)


Question #7). While you were car shopping, where did you get most of your ideas?
(How many "touch points" for your shoppers and which is the most used? [see #4])?


Question #8). How many dealerships did you visit before you bought from us?
(competitive profile)


Question #9). Have you seen our [TV,Newspaper,Radio] ads?
(traditional media impact measurement, remove if N/A)


Question #10). Do you consider yourself a frequent internet user?
(internet user profile)


Question #11). Did you shop online at:
(Classified site impact)


Question #12). Did you visit our website?
(your sites impact)


Question #13). How did you find www.[DealerSiteName].com?
(path to your site)


Question #14). Do you use Facebook?
(how deep is the FB opportunity?)
 
#28
Bump to the top. Just got data from the 1st one in. IT'S EYE POPPING STUFF (& costs you next to nothing).


JoePistell said:
I am looking for a few dealers that want to participate in a web survey, done at delivery.

Goal: Create a Road Map to Your Store.

Concept: A high level look at your shoppers journey to gain insights into invisible parts of the car buying journey.

It's a web based survey. You'll need to come up with a system and oversee this. Your org will interview every buyer at some time before they leave your store. It can be done at F&I or by your reps. If you're interested, this takes effort for me and you, so only sign up if you have authority to make this happen on your end ;-)

PM me here or send me an email at joe [dot] pistell at dealer [dot] com
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