Automotive News - September 19, 2016 - Supplement - S14

SPECIAL ADVERTISING SUPPLEMENT Q+A WITH ANDREA RILEY GIVE BUYERS AN EXPERIENCE TO RAVE ABOUT As Ally's chief marketing officer and a veteran auto industry executive, Andrea Riley knows what it looks like when dealerships are doing it right. She spoke recently about why Ally's new marketing campaign focuses on "Doing it right" and how dealers can put customers at the center of their business. Q: How important is it for dealers to "do right" by its customers? Why is customercentricity a big topic in auto retailing? Riley: There are a number of reasons we think "doing it right" is so important in the auto industry today. But perhaps most important is that for many businesses, their success will pivot on their ability to be customer-centric and satisfy the needs of customers. There is so much transparency and so much access to information that the power has shifted to the customer-particularly in the automotive space. The average customer spends 12 hours researching their auto purchase before they come in to the dealership...Where the difference is going to come for many of those customers is not in the deal, but in the treatment they get from the dealership, the treatment they get from the salesperson, the convenience, the atmosphere and, post-sale, how they are treated through the lifetime of that relationship ...Treating customers right is the right thing to do-it always has been-but now more than ever, if you don't treat people right the word spreads much faster than ever before. Q: How can auto dealers bring the idea of being customer-centric to life? Riley: We launched Ally seven years ago in the midst of the worst financial crisis since the Great Depression. A lot of people said to us, "What are you doing? The world doesn't 14 / ally / SEPTEMBER 2016 need another bank." We said that we agreed, the world doesn't need another bank-but a better bank. We felt there was a lot of room for what I call revolution in the way that banks serviced their dealer customers. We Andrea Riley focused on: What are consumer pain points in banking? What are dealer pain points and how can we solve for those pain points? The consumer-side solutions are things that cost us real money as a company. But we felt that over the long run we would have bigger gains in terms of customer loyalty and advocacy than these things would cost us. That bet has proven true. We did the same thing on the auto side. We said: We are going to have a high-touch, high-value model. We invested in a lot of reps, sent people into the dealerships. We provided training and unique tools that have gained us an incredible amount of loyalty. So I'd say to a dealer: Step back and look at what the customer pain points are. Solve for those pain points. And don't look at the short-term costs. Look at what the value is over time. Q: What can dealers do to improve upon customer service in the F&I space? Riley: It's the most painful part of the process for most customers. I was just with a dealer who had a great quote: "People love shopping for cars; they hate buying cars." You see huge companies like Auto Nation making digital F&I its No. 1 objective; how can we get buyers out in 20 minutes or less. As a consumer you are not comparing your brand experience dealer to dealer, you're comparing your dealership experience to all the brands you transact with in your life. You're asking, is my experience at the dealership similar or different from the Apple Store, Comcast's website or Nordstrom? I know F&I is a huge pain point. Customers feel very well versed in talking about the vehicle itself; they turn to Jell-O when it comes to finance. Dealers will win when customers feel the dealer respects their time and their need for the transaction to happen quickly. Q: One of the things dealers worry about is how to sell cars and build customer relationships when buyers don't come to the dealership right away, and so much is happening outside of their control. Do you have any advice for them? Riley: We are rolling out a new tool this year for dealers to interact more easily with customers in the digital space-through your website, your social pages, the reviews they see online. They are going to form an opinion about your brand based on that content and also how your salesperson interacts with them in the digital space. Be observant about the way the customer is communicating with you. It's those little nuances that will help dealers do a better job of creating that brand impression.

Table of Contents for the Digital Edition of Automotive News - September 19, 2016 - Supplement

Automotive News - September 19, 2016 - Supplement - Intro
Automotive News - September 19, 2016 - Supplement - S1
Automotive News - September 19, 2016 - Supplement - S2
Automotive News - September 19, 2016 - Supplement - S3
Automotive News - September 19, 2016 - Supplement - S4
Automotive News - September 19, 2016 - Supplement - S5
Automotive News - September 19, 2016 - Supplement - S6
Automotive News - September 19, 2016 - Supplement - S7
Automotive News - September 19, 2016 - Supplement - S8
Automotive News - September 19, 2016 - Supplement - S9
Automotive News - September 19, 2016 - Supplement - S10
Automotive News - September 19, 2016 - Supplement - S11
Automotive News - September 19, 2016 - Supplement - S12
Automotive News - September 19, 2016 - Supplement - S13
Automotive News - September 19, 2016 - Supplement - S14
Automotive News - September 19, 2016 - Supplement - S15
Automotive News - September 19, 2016 - Supplement - S16
https://www.nxtbook.com/nxtbooks/crain/an_20240429_supp
https://www.nxtbook.com/nxtbooks/crain/an3219542277LMDFA_supp
https://www.nxtbook.com/nxtbooks/crain/an3435609782TWTKL_supp
https://www.nxtbook.com/nxtbooks/crain/an2737646517HKDWS_supp
https://www.nxtbook.com/nxtbooks/crain/an2746596872HIAJD_supp
https://www.nxtbook.com/nxtbooks/crain/an4955867723FWRSS_supp
https://www.nxtbook.com/nxtbooks/crain/an1326535475LMTIM_supp
https://www.nxtbook.com/nxtbooks/crain/an3887461294KHGFY_supp
https://www.nxtbook.com/nxtbooks/crain/an3245837562PLINN_supp
https://www.nxtbook.com/nxtbooks/crain/an4756684734HIGTK_supp
https://www.nxtbook.com/nxtbooks/crain/an8475647221RWSTS_supp
https://www.nxtbook.com/nxtbooks/crain/an4475637112TIGSM_supp
https://www.nxtbook.com/nxtbooks/crain/an4472236451GHTLT_supp
https://www.nxtbook.com/nxtbooks/crain/an8875623549CBWAF_supp
https://www.nxtbook.com/nxtbooks/crain/an2713984755IBPIT_supp
https://www.nxtbook.com/nxtbooks/crain/an2365889566CBASA_supp
https://www.nxtbook.com/nxtbooks/crain/an2713985847ISTTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9826351139SHNKT_supp
https://www.nxtbook.com/nxtbooks/crain/an4239576129HTSKA_supp
https://www.nxtbook.com/nxtbooks/crain/an4859867123HPGMF_supp
https://www.nxtbook.com/nxtbooks/crain/an9875632144BLASA_supp
https://www.nxtbook.com/nxtbooks/crain/an5948576134HMTFC_supp
https://www.nxtbook.com/nxtbooks/crain/an4958670126PBWGM_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756453JBFPW_supp
https://www.nxtbook.com/nxtbooks/crain/an8395756432AMIHC_supp
https://www.nxtbook.com/nxtbooks/crain/an9405856762CSFLS_supp
https://www.nxtbook.com/nxtbooks/crain/an3873120954AMTCW_supp
https://www.nxtbook.com/nxtbooks/crain/an8097364512SITPF_supp
https://www.nxtbook.com/nxtbooks/crain/an3478925478LIALS_supp
https://www.nxtbook.com/nxtbooks/crain/an9894756324SSFTL_supp
https://www.nxtbook.com/nxtbooks/crain/an5847323487AICCS_supp
https://www.nxtbook.com/nxtbooks/crain/an3874321237DILDC_supp
https://www.nxtbook.com/nxtbooks/crain/an8784431649FWCWY_supp
https://www.nxtbook.com/nxtbooks/crain/an8392274512LCCSM_supp
https://www.nxtbook.com/nxtbooks/crain/an5623423988AMCTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756213BALRS_supp
https://www.nxtbook.com/nxtbooks/crain/an9382218435SPOMB_supp
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80819
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80719
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80619
https://www.nxtbook.com/nxtbooks/crain/an3214543326LCFPC_supp
https://www.nxtbook.com/nxtbooks/crain/an9381127498RISGS_supp
https://www.nxtbook.com/nxtbooks/crain/an8473635224CDSLM_supp
https://www.nxtbook.com/nxtbooks/crain/an8373746387BIMHS_retail
https://www.nxtbook.com/nxtbooks/crain/an7698534210IRHTD_supp
https://www.nxtbook.com/nxtbooks/crain/an8447751218IHAGC_supp
https://www.nxtbook.com/nxtbooks/crain/an8576321197WMPRC_supp
https://www.nxtbook.com/nxtbooks/crain/an6399112438IRHAH_supp
https://www.nxtbook.com/nxtbooks/crain/an8736450912ADGJT_supp
https://www.nxtbook.com/nxtbooks/crain/an8700873122RNARH_supp
https://www.nxtbook.com/nxtbooks/crain/an1093836455HAGTA_supp
https://www.nxtbook.com/nxtbooks/crain/an9808765635GTJTW_supp
https://www.nxtbook.com/nxtbooks/crain/an6525367432FHMLB_supp
https://www.nxtbook.com/nxtbooks/crain/an8597421143MCFPA_supp
https://www.nxtbook.com/nxtbooks/crain/an4298726547VWGGA_supp
https://www.nxtbook.com/nxtbooks/crain/an7799856412ILBOV_supp
https://www.nxtbook.com/nxtbooks/crain/an2056982648AHHIA_supp
https://www.nxtbook.com/nxtbooks/crain/an5678154982IEHDT_supp
https://www.nxtbook.com/nxtbooks/crain/an0211270720DPISS_supp
https://www.nxtbook.com/nxtbooks/crain/an2325269754PSINO_supp
https://www.nxtbook.com/nxtbooks/crain/an5627892889EASBC_supp
https://www.nxtbook.com/nxtbooks/crain/an4778021396LTBFA_supp
https://www.nxtbook.com/nxtbooks/crain/an1549365874TIUIG_supp
https://www.nxtbook.com/nxtbooks/crain/an9685896971RTQAT_supp
https://www.nxtbook.com/nxtbooks/crain/an3126539765SSIKM_supp
https://www.nxtbook.com/nxtbooks/crain/an2348716424IHBFN_v2
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GEDsupp
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GIEsupp
https://www.nxtbook.com/nxtbooks/crain/an5740978765KIYTC_v2
https://www.nxtbook.com/nxtbooks/crain/an8786483429YWIRB_v2
https://www.nxtbook.com/nxtbooks/crain/an1441850607BCEKP_supp
https://www.nxtbook.com/nxtbooks/crain/an2231982341SHRK_supp
https://www.nxtbook.com/nxtbooks/crain/an9824752309LOLIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an8849332574YIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an3756575112SAIKPv2
https://www.nxtbook.com/nxtbooks/crain/an7389812526DOQKPv2
https://www.nxtbook.com/nxtbooks/crain/an7474633298JQMKPv2
https://www.nxtbook.com/nxtbooks/crain/an8763487432NAOKPv2
https://www.nxtbook.com/nxtbooks/crain/an3748383922LRGKPv2
https://www.nxtbook.com/nxtbooks/crain/an8347508927POTKPv2
https://www.nxtbook.com/nxtbooks/crain/an9610620377FSKKP_supp
https://www.nxtbook.com/nxtbooks/crain/an4981263095CBNKP_supp
https://www.nxtbook.com/nxtbooks/crain/an6723445245SDFLF_supp
https://www.nxtbook.com/nxtbooks/crain/an4862340134FSEJC_supp
https://www.nxtbook.com/nxtbooks/crain/an4596813450LQFCN_supp
https://www.nxtbook.com/nxtbooks/crain/an2348692346SDGCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1634224522ASDLC_supp
https://www.nxtbook.com/nxtbooks/crain/an0267104334RTSJC_supp
https://www.nxtbook.com/nxtbooks/crain/an6029878560PGSCN_supp
https://www.nxtbook.com/nxtbooks/crain/an5214469855HGBKP_supp
https://www.nxtbook.com/nxtbooks/crain/an1062061234GSGBL_supp
https://www.nxtbook.com/nxtbooks/crain/an5038325406GSDCN_supp
https://www.nxtbook.com/nxtbooks/crain/an3992752354ASPLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7986445324GHYCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1455687392FTBTE_v2
https://www.nxtbook.com/nxtbooks/crain/an2289678453HBCLF_v2
https://www.nxtbook.com/nxtbooks/crain/an5633892673TBEKP_v2
https://www.nxtbook.com/nxtbooks/crain/an4663981572FBCJC_v2
https://www.nxtbook.com/nxtbooks/crain/ane_7746982457HCTBV_supp
https://www.nxtbook.com/nxtbooks/crain/an8994656823RVGCN_v2
https://www.nxtbook.com/nxtbooks/crain/an4566329884GVTLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7466398157YCPTS_supp
https://www.nxtbook.com/nxtbooks/crain/an5334987156YBHBL_supplement
https://www.nxtbook.com/nxtbooks/crain/an2822679175GTHTS_bestpractices
https://www.nxtbook.com/nxtbooks/crain/an4893356182CJPCN_v2
https://www.nxtbook.com/nxtbooks/crain/an8388619274RBCCN_v2
https://www.nxtbook.com/nxtbooks/crain/an7833092572SPRBW_v2
https://www.nxtbook.com/nxtbooks/crain/an5533789923FTBLF_v2
https://www.nxtbook.com/nxtbooks/crain/an7884599237HYQJC_v2
https://www.nxtbook.com/nxtbooks/crain/an1335576249HBWKP_v2
https://www.nxtbook.com/nxtbooks/crain/an7855749033KPMLF_v2
https://www.nxtbook.com/nxtbooks/crain/an8946778932RBTTS_v2
https://www.nxtbook.com/nxtbooks/crain/an6735519136YBPMG_v2
https://www.nxtbook.com/nxtbooks/crain/an_20130318Top125
https://www.nxtbook.com/nxtbooks/crain/an3766500224HBPJC_v2
https://www.nxtbook.com/nxtbooks/crain/an_080612_supp
https://www.nxtbookmedia.com