Every car dealership with a desire to succeed (and, who doesn’t have a want to succeed?) needs to be driven by data and analytics. After all, there’s no denying it, keeping an eye on the numbers will undoubtedly help you build a more efficient business and shape your strategy moving forward. We get it though, the idea of analyzing and evaluating data can often seem daunting. As a SnapCell customer, you’ll have access to the app’s oversight and reporting feature which allows you to easily track Key Performance Indicators (KPIs) specific to your dealership. Better still, SnapCell seamlessly integrates with a business’s CRM system, helping dealerships to get a better understanding of their customers and when there is a need for video production.
So, how can you get the most out of your SnapCell analytics?
What is a KPI?
Before you start focusing on the numbers, it’s important to establish what a KPI – Key Performance Indicator – actually is and why your dealership needs them.
In short, KPIs are the numbers that matter to your business. While there’s a load of metrics that you could measure, your KPIs are the specific numbers that help demonstrate just how effectively your dealership is performing, and whether or not it’s reaching its main objectives. Not only do KPIs allow you to monitor your current business but they provide you with a strong foundation for forecasting.
A common issue among dealerships and businesses within the automotive industry is how many KPIs you should be keeping track of. Ultimately, it’s worth remembering that the KPIs of each dealership are determined on a store-by-store basis, making it important for you to focus on those that are relevant to your business.
To help measure their KPIs, SnapCell customers will have access to detailed reports (SnapCell Analytics) which basically includes all of the latest activity on the app.
Users will be able to view the latest SnapCell activity, including all SMS conversations with clients, plus videos sent and videos viewed.
A great benefit of using SMS or email is that they can both be easily tracked and their results measured – so make the most of being able to do this. SnapCell Analytics enables managers and leaders to not only keep an eye on how many SMS messages or emails are being sent out – and by whom – but also, which ones are successful. And remember, measuring success rate is fundamental to knowing what’s worked and what hasn’t, which means making any necessary improvements moving forward while allowing your dealership to grow and develop.
The SnapCell app allows dealerships to hold two-way instant conversations with customers, but how do you know if they are working or not? Research shows that on average, SMS messages are read within three minutes, making it one of the most effective ways to interact and engage with customers. How do we know this? From gathering data, of course.
SnapCell Analytics keeps a tab of how many SMS messages are sent by each user (in other words, staff member) and the customer. Again, this allows managers and leads to measure the success rate of all SMS messages that are being sent, giving them an insight as to which ones receive a response and furthermore, how long it took the customer to respond.
Video messages and statistics
As a video creation tool, it comes as no surprise that a lot of the measurements supported by SnapCell Analytics surround video – and not just pre-recorded but live video too.
Yes, SnapCell Analytics gives users the ability to evaluate how many live video chats have been completed. The app’s SnapCell Live feature provides a powerful communication channel for both a dealership and a customer, giving shoppers the opportunity to hold real-time conversations with professionals in the industry. It allows customers to virtually interact with your team, providing them with a digital shopping experience from the comfort of their own home. But to really appreciate the benefits SnapCell Live will bring to your dealership, you need to be monitoring the metrics and analytics. Ultimately, live chat analytics are essential to evaluating the effectiveness of live chat, while acknowledging what’s working and what needs improving.
For dealerships, the KPIs that are worth measuring include the total number of chats, the average length of live chats, and chat to conversion rate (how many purchases or sales were made as a result of the live chat).
Using SnapCell Analytics, customers can measure how many leads were received in addition to those which were undelivered, pending, or deleted.
Better still, SnapCell users can dig even deeper into their video analytics, just check this out:
Type of video
Explore specific measurements, including open rates, specifically for different types of videos sent out – for example, marketing videos, thank you messages, and videos for prospective customers. It’s important to recognize that when it comes to videos, there’s no such thing as one size fits all. With this in mind, it’s essential to measure the response your dealership is getting to the varied types of videos they’re sending.
Day of the week
Find out whether there’s a pattern between the day of the week and when a customer opens and views videos sent to them. This is critical when it comes to future planning for your dealership. To be successful, you need to gain an understanding of when your customers are likely to respond well to receiving a video. It might be in the morning, first thing on a Monday, or it could be in the afternoon on a Wednesday – whenever it is, it’s definitely worth evaluating and measuring this data, so you know your marketing suits your target audience. After all, there’s no point in sending videos on a day they’re less likely to be opened, right?
Get a clear breakdown of how many videos each department sends and the analytics surrounding each clip.
Explore measurements surrounding different delivery types, whether videos are sent by email only, or SMS only, or both. Let’s be honest, a video sent via SMS might not get the same response as one sent via email. Furthermore, when it comes to communicating with your customers, what works for your dealership might not necessarily work for your main competitor. Use SnapCell Analytics to measure which communication method best suits your dealership and your customers, so you can ensure you’re using the SnapCell app as effectively as possible.
Supports staff targets
Giving staff and teams targets to hit is nothing new but using SnapCell Analytics supports this common goal-setting ethos. By allowing dealerships to easily measure results, the app’s Analytics feature showcases the positive impact using SnapCell can have on an employee’s performance. What’s more, research shows that it’s likely for SnapCell users to generally see an increase in revenue if they base some of their staff’s goals and targets around using the app.
To enhance this further, SnapCell will seamlessly integrate with a dealership’s Customer Relationship Management (CRM) system, prompting salespeople via a notification to their mobile device, informing them that there is a lead in need of a video and what that customer is specifically looking for. Not only will this mean leads will get the video they need but additionally, it will mean your staff members will never miss an opportunity to potentially convert a lead and make a sale.
As a manager, measuring the performance of your staff members is critical in developing your team, praising employees when necessary, and evaluating when your business strategy is working. Equally, evaluating how your staff are performing gives you a chance to see which employees are underachieving, not hitting targets and where there’s the need for improvement. SnapCell Analytics allows dealerships to seamlessly view a leader board of videos sent by each member, along with key measurements – giving managers and business owners the opportunity to quickly and easily evaluate high and low performers in their team.
SnapCell: More than just a video tool
It’s clear that while the primary purpose of SnapCell is to allow professionals within the automotive industry to seamlessly create professional-looking videos, the app offers dealerships so much more than that. With a fully-detailed dashboard busting with measurements, SnapCell Analytics allows dealerships to gauge what’s working and what’s not – which is vital when it comes to planning and preparing for the future. The data from SnapCell Analytics will prove critical in supporting your business to grow and develop, by measuring performance alongside your main objectives and goals. Not only will managers and business owners be able to measure the success and return on investment (ROI) of their current strategy but they will have easy access to performance statistics surrounding their teams and employees.
If you’re not already a SnapCell customer then find out how you can become one today by getting in touch with our team.