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SUCCESS STORY

Dallas Dodge Chrysler Jeep is a staple in the Dallas, Texas community, servicing nearly 150 customers a day. They opened their doors in 2003 and since then, have been an advocate for excellent customer service. In response to their overwhelming success in the Dallas area, the team opened another Dodge Chrysler Jeep franchise in 2005 located to their east in Rockwall, Texas. Although Rockwall Dodge Chrysler Jeep is a much smaller store, servicing approximately 50 cars a day, they still strive to offer the same exceptional level of customer service.

The Service & Parts Director at Dallas and Rockwall Dodge Chrysler Jeep, Jerry Jackson, plays a major role in the dealerships’ success. He strives to “retain every customer and makes sure they keep coming back,” says Jackson. That’s why in August 2006 he installed OneCommand’s ServiceConnect solution into the Dallas Dodge Chrysler Jeep store. Jackson’s main objective was and continues to be providing excellent customer service to every customer who steps into the service drive.

After OneCommand’s ServiceConnect was initially up and running at Dallas Dodge Chrysler Jeep, Jackson realized its immediate impact on his customer base. Soon customers began coming in for service and commenting about the communications they received, saying things like, “Jerry thanks for calling and reminding me about my appointment” or “Jerry you must make a lot of calls.” Jackson continues, “the great part is you can tell instantly that the product works.”

In March 2010, OneCommand partnered with Chrysler Digital, working together to deliver even more efficient tools to help dealers sell and service more for less. Together, OneCommand and Chrysler Digital created DMS Marketing - Sales, DMS Marketing - Service and DMS Marketing - Combo (Sales & Service) to drive incremental sales and service revenue for Chrysler, Dodge and Jeep dealers. By delivering professional, consistent and relevant multi-channel communications, including voice of authority, email, text message and personalized web pages (PURLs), the DMS Marketing programs increase owner loyalty, improve re-purchase behavior and reduce defection. Following this partnership, Jackson transitioned the Rockwall dealership to the DMS Marketing - Service program and as a result he now benefits from Mopar One reimbursement.

Jackson was overjoyed by the ability of DMS Marketing to provide automated messaging at such a discounted price. The program contacts every customer to remind them of services due on their vehicle. “The DMS Marketing - Service program works like an appointment reminder from the doctor’s office, and the communications offer a timely, relevant, personal touch,” says Jackson.

It’s been 4 years since Jackson began using OneCommand’s technology and to date Jackson is still amazed by the return he gets from his campaigns, noting recall communications as a key example. “The response we receive just blows me away,” he comments. Engaging 59 recall customers in a month at his Dallas Dodge Chrysler Jeep location, the resulting revenue of $14,026 is proof of the solution’s effectiveness.

Another campaign that makes Jackson smile is the Special Order Parts Pick-up, which is a DMS Marketing - Service, dealer-managed communication. Jackson reflects, “since this is not an automated campaign, we had to put a process around sending it out every day. My Parts Department handles pulling down the data and loading it to the OneCommand website. The process is really easy!” Because of this process, Dallas Dodge Chrysler Jeep was able to close an additional 58 ROs in August for $12,275 in service revenue. “Plus, there are no longer parts sitting on our shelves, waiting to be picked up, and costing us money,” says Jackson.

Dallas Dodge Chrysler Jeep continues to utilize traditional media channels, but has been able to limit the cost of this marketing expense. Since the inception of DMS Marketing, Dallas and Rockwall Dodge Chrysler Jeep began using email as a marketing channel. “Email has its place in our marketing plan, it allows us to use a multi-prong approach and assure customers are contacted through their preferred media channel,” comments Jackson. Both the Rockwall and Dallas stores use voice and email to communicate to their customers.

Looking forward to 2011, Jackson will continue to strive for excellent customer service and work hard to retain every customer - he plans on using Chrysler Digital and OneCommand’s DMS Marketing - Service program to assist. Dallas and Rockwall Dodge Chrysler Jeep will use more seasonal campaigns in the forthcoming year; such as the July 4th communications they sent this year. “We had a great response, the return on this campaign was amazing,” says Jackson. According to the ROI reporting offered through the DMS Marketing program, Dallas Dodge Chrysler Jeep returned 359 ROs for $55,868 in service revenue and sold 16 vehicles as a result of this seasonal outreach.

In closing, Jackson is excited for a prosperous 2011, “Chrysler Digital has and will continue to contribute to our success.”

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