Leveraging Every Touchpoint: Drive Your Shopper Satisfaction and Profitability

Guest Expert:
Jeremy Marshall
Senior Product Consultant
Dealer.com

CONTENT:

Jeremy Marshall joins Jade Terreberry to discuss how dealers can finally close the 92% blind spot in their sales funnel by embracing multi-touch attribution and honest measurement. The episode explores why leads aren’t deals, how to leverage every touchpoint, and the critical role of dealership websites and marketplaces in driving shopper satisfaction and profitability.

TOP TAKWAYS:

Multi-touch attribution is essential for real ROI: Dealers must look beyond first and last touch, tracking all 62+ steps in the consumer journey to understand what actually drives sales.

Leads don’t pay the bills—deals do: Honest measurement means focusing on closed deals, not just form submissions or phone calls.

Dealership websites are digital storefronts: Structure, AB testing, and heat mapping help optimize the site for real shopper engagement and conversions.

Marketplaces are key entry points: Nearly half of shoppers start on a marketplace, and one in three buyers never submit a lead before purchasing.

Shopper satisfaction hinges on control and transparency: Consumers want education, collaboration, and control—dealers who deliver relevant experiences win more business.

TIMESTAMPS:

0:00 – 1:21 – Introduction & Conference Preview

Jade and Jeremy set the stage for their discussion at the NCM Client and Friends Conference and share highlights from their presentation.

1:21 – 2:55 – Closing the Blind Spot With Attribution

Why tracking every touchpoint matters more than ever.

2:55 – 3:45 – The Role of Websites and Marketplaces

How digital storefronts and listing sites shape the buyer journey.

3:45 – 4:45 – Data-Driven Website Optimization

The importance of using analytics, AB testing, and heat mapping to drive engagement.

4:45 – 5:18 – Shopper Satisfaction Study Insights

Consumers expect education, transparency, and control throughout the process – why you need to focus on this.

5:18 – 5:44 – Final Thoughts & Resources

Jade wraps up with what you should be focused on, mentions bonus episodes and new studies.

AI-Powered Buying: 5 Ways to Win with Deal Central 

AI is changing the way customers buy cars—and with it, you can exceed your customers’ expectations. Deal Central, Cox Automotive’s AI-powered deal making solution, equips you to deliver a connected, intelligent buying experience. And you don’t want to wait: Here are five steps you can take today to build a better experience, based on research from Cox Automotive’s Digitization Study. 

Tip 1: Use Deal Pulse to Present the Right Offer the First Time 

Take Action 

Train your managers to utilize real-time data and insights to better understand customer leads and budget expectations. 

Why it matters 

Some deals are direct and straightforward, with buyer and dealer on the same page throughout the entire deal process Other deals take a more roundabout route, with negotiations and offers going back and forth. These back-and-forths often result in one side feeling less satisfied with the result and the deal-making experience.  

Having real-time insights into deal activity enables you to monitor shopper progress and assess interest levels, helping you keep every deal moving forward. With this data-driven approach, you can present offers that better align with shopper expectations from the beginning, which reduces negotiation time and leads to higher close rates. With Deal Pulse, your team can instantly see which deals are gaining traction, identify shoppers who may need additional support, and proactively adjust offers based on real-time engagement—ensuring every opportunity is maximized and no deal is left behind. 

Tip 2: Empower Your Sales Reps to Work Deals Side-by-Side with Customers 

Take Action 

Encourage your sales team to work side-by-side with customers to build deals together—both in the dealership and online. 

Why it matters 

customer A connected, tech-driven buying experience is key. Plus, your customers are craving transparency—to be on the same page with the same information as you—throughout the entire deal process.  

As much as you can, when you deliver an experience with less back and forth, you’re simply building that trust between customer and dealer that makes all the difference. Deal Central is designed to bring shoppers and dealers together for a connected, transparent, tech-driven experience—whether online, in-store, or anywhere in between. 

Tip 3: Automate Your Credit and F&I Workflows 

Take Action 

Leverage automation features to streamline credit applications and F&I paperwork. 

Why it matters 

It’s all about reducing friction in the deal process and bringing buyer and dealer together for a mutually beneficial deal. While ordinary deal processes usually include some amount of wait time in between applications, approvals, and paperwork, successful dealers are using automation to reduce or eliminate traditional sticking points. When shoppers submit details online, they trust that their information goes directly to your team. Now, 83% of buyers expect a continuous deal experience—without having to repeat the same questions or information once inside your store. Meeting this expectation with streamlined, automated workflows not only enhances customer satisfaction but also helps close deals faster. 

Automation gives your sales reps and managers the tools they need to work faster and smarter. It reduces manual entry, minimizes errors, and ultimately saves time for you and your customers—especially in the F&I office, where delays often frustrate buyers.  

Tip 4: Personalize Every Deal with Real-Time Shopper Data 

Take Action 

Use AI-driven insights to tailor offers, communications, and follow-ups based on each shopper’s behavior and preferences. 

Why it matters 

Shopper engagement is always the goal—in every deal. If you can engage shoppers in conversations about new or used cars, get them interested and invested in the possibility of a new purchase, that potential customer is more likely to buy, and more likely to buy from you. 

Powerful AI and automation helps you know what customers are interested in so you can create custom offers based on their behaviors. Deal Central also delivers a seamless, connected deal from start to finish—empowering you to pick up with shoppers wherever they left off—so you can keep engagement strong and avoid losing shoppers due to lack of interest.  

Tip 5: Create a Seamless Omnichannel Experience 

Take Action 

Ensure your team is trained to support deals that start online and finish in-store (or vice versa).   

Why it matters 

The growth of omnichannel retail and self-guided shopping has empowered customers to move effortlessly between online and in-store experiences. This level of convenience has become the new standard. In fact, shoppers now expect it across every retail interaction—car buying included.  

Deal Central connects the entire deal process and gives shoppers the seamless experience they seek out. As they begin to build deals online, Deal Central saves progress, so shoppers can pick up right where they left off, no matter where they choose to shop. This type of connected experience not only benefits the customer, omnichannel dealerships see a 53% higher positive impact on close rates and save an average of 42 minutes per deal.  

AI is the new standard for buying and selling cars. Learn more from our latest guide: The AI Advantage: The Digital-First Guide for Dealerships.  

Start building better deals today. Learn more about Deal Central and sign up for a demo to maximize every deal for you and your customers. 

Source:  Cox Automotive’s 2024 Digitization of Retail Study 

Leveraging AMP Marketing Dashboard for Effective Management 

In this video, we dive into the AMP Marketing Dashboard, your go-to tool for tracking AMP-specific results within your CRM. Learn how to access and navigate the dashboard to monitor key metrics such as Marketing Activity, Sales Influence, and Service Influence. Discover the importance of weekly reviews of email clicks, tasks, and sales lead widgets to identify potential leads and optimize sales strategies. Customize reports in Automotive Marketing Platform to track the most relevant data, ensuring they can make informed decisions to enhance dealership performance. 

Automotive Marketing Platform: Efficient Lead Follow-up 

Learn how to efficiently and effectively contact customers who have engaged with Automotive Marketing Platform campaigns. In this video, we provide some pointers on responding to AMP tasks and leads within VinSolutions CRM. 

Key Highlights: 

  • Understanding Customer history 
  • Reviewing customer interactions 
  • Responding to customers via call, email, or text  
  • Tips for quick effective outreach 

Identifying AMP Tasks and Leads  

Learn how to unlock the full potential of your Automotive Marketing Platform (AMP) with this quick and comprehensive video!  

Whether you’re a sales agent, BDC Rep, or sales manager, this video will guide you through the essential steps to efficiently manage your AMP tasks and leads. Learn how to stay organized, prioritize your tasks, and ensure your team is on track, all within a few quick clicks. Watch now to enhance your productivity and deliver exceptional customer experiences with ease! 

Maximizing Sales with AMP’s Opportunity List 

Discover how the Opportunity List in Automotive Marketing Platform can enhance your sales strategy by providing a centralized hub for high-potential prospects. This tool leverages Cox Automotive’s proprietary data to prioritize leads most likely to convert, including customers ready to buy, actively shopping, or nearing the end of their lease or loan.  

Integrate this powerful resource into your existing workflow, whether for task replacement or data mining, and collaborate with your Marketing Account Manager to tailor its use to your strategy. 

Selling Capacity: The Untapped Potential in Dealership Service Hours

In this panel from the Fixed Ops Roundtable, Skyler Chadwick (Cox Automotive) and Tully Williams (Niello Company) discuss how to rethink your service scheduling strategy, offering actionable insights service department managers can use to bring more customers into the service lane. Learn how your marketing and service software can work together to maximize every hour and drive more dollars per RO.

Your Dealer Action Plan: 5 Strategic Moves from the Car Buyer Journey Study

The 2024 Cox Automotive Car Buyer Journey Study is more than just a snapshot of consumer behavior—it’s a roadmap for dealership success in the year ahead. With new-vehicle buyer satisfaction at an all-time high and digital tools playing a bigger role than ever, now is the time to turn insight into action. 
Here’s your five-step action plan to meet rising buyer expectations, streamline operations, and stay ahead of the competition in 2025. 

1. Prioritize Digital-First Experiences 

What the Study Says: 
75% of new-vehicle buyers reported being satisfied with their overall shopping experience—the highest level ever recorded. This surge in satisfaction is largely driven by dealership investments in digital tools. 

Your Move: 
Audit your current digital touchpoints. Are you offering a seamless online-to-in-store experience? Dealertrack’s connected solutions help you streamline the buying process, reduce friction, and deliver the kind of experience today’s buyers expect. 

2. Empower Buyers with Online Tools 

What the Study Says: 
72% of new-vehicle buyers visited third-party sites during their journey, and 58% visited dealership websites. These buyers are more engaged—and more satisfied. 

Your Move
Meet buyers where they are. Create an omnichannel experience by offering digital tools that allow customers to start and even complete the purchase process online. With Dealertrack, you can enable remote signing, digital F&I, and funding packages that work across devices—giving your customers control and convenience. 

3. Optimize for Time Efficiency 

What the Study Says: 
Car buyers are spending more time shopping—but not on paperwork. They’re investing time in test drives and learning about features, not sitting in the dealership offices. 

Your Move: 
Use Dealertrack to minimize in-store transactional time. Create workflows that allow your team more time to focus on high-value interactions, and less time on manual tasks. The result? A more efficient dealership that enables faster transactions, less duplicate entry, and more of the pre-work already completed by the time your customers arrive in-person. 

4. Stay Competitive on Pricing Perception 

What the Study Says: 
Only 34% of new-vehicle buyers and 41% of used-vehicle buyers felt prices were higher than expected—a notable improvement from previous years. 

Your Move: 
Buyers feel more empowered when they have more information up-front about financing options, choosing their payment plans, and being part of the pricing conversation. Partner with Dealertrack to implement a range of fixed ops, financing, and analytics solutions that improve efficiency and deliver an open and transparent experience for your buyers.  

5. Digitize the F&I Journey 

What the Study Says: 
“Mostly digital” buyers spent just 2 hours and 15 minutes at the dealership—compared to over 3 hours for “light digital” buyers. They were also more satisfied and more trusting of the deal. 

Your Move: 
Put your financing options online. Let customers explore payment plans, add products to their deal, and complete financing before they arrive. Dealertrack makes it easy to digitize the F&I process and deliver a faster, more transparent experience. 

Ready to Lead in 2025? 

The future of car buying is digital, efficient, and customer-first. With Dealertrack, you can turn these insights into action—and action into results. 

Learn more about the results of the Car Buyer Journey Study and see the infographic here: 

Explore the tools that help you deliver the experience today’s buyers expect at https://www.dealertrack.com.  

How AI is Helping Dealers Personalize the Consumer Experience 

How AI is Powering Personalized Consumer Experiences 

The most successful dealerships always put people first. It’s a tried-and-true formula that has endured the test of time, not only in automotive retail, but in the wider business world. So, what role does a decidedly non-human artificial intelligence play in the next generation of automotive sales, and why are so many dealers finding success with AI? 

AI Isn’t Replacing Connection, It’s Empowering It 

Even with the rapid emergence of AI and other modern convenience technologies (including automation), one thing hasn’t changed: Dealerships want to connect with car shoppers in a way that feels real. The irony of AI is that it’s empowering dealers to connect with shoppers better than ever before. It’s not removing the “real” human element, it’s actually helping dealers and consumers connect faster, more confidently, and more efficiently.  

The Connection Between AI and Consumer Satisfaction 

According to a recent Cox Automotive study, car shopper satisfaction is at an all-time high. So, what’s behind the numbers? Mark Vickery, AVP of Performance Management at Cox Automotive, attributes the rise in consumer satisfaction to an increase in personalization. In fact, those dealerships that are seeing the biggest gains are proactively providing more personalization, transparency, and control.  

When a shopper feels like the sales team knows them—not just their name, but their shopping journey—that’s when satisfaction spikes. And that’s where AI comes in. AI is helping dealerships see what shoppers are browsing on Autotrader, what vehicle valuations they’re looking up on Kelley Blue Book, and what vehicles they’re researching on a dealership’s site. By collecting and analyzing consumer data, AI allows for smarter, more relevant conversations with consumers.  

The Power of Predictive AI  

Taking the technology a step further, AI has the power to analyze online activity and predict when a shopper is ready to buy. VinSolutions Predictive Insights with GenAI helps dealerships prioritize high-intent leads, coordinate outreach efforts, and create highly personalized messages with a click of a button like, “I’m thrilled to hear you’re interested in the Mazda CX-90! It’s a fantastic choice—packed with advanced safety features and spacious enough to comfortably accommodate a large family, making road trips with the kids a breeze. Based on your trade-in, I’m confident we can put together a great offer to get you behind the wheel of your new Mazda. Let’s make it happen!” 

 The technology does the heavy lifting. Your team builds the real human relationship. 

AI Is a Strategy, Not Just a Technology 

Dealerships that are seeing success with AI are doing more than simply turning on tools. They have a strategy in place with a trusted technology partner to leverage AI and personalize human connections. While successful dealers still put people first, AI is helping to support them in building real relationships, not replace them.  

As personalization continues to become an important differentiator between dealerships, an investment in AI can help build real human connections—turning browsers into buyers and buyers into loyal, lifelong customers.