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SUCCESS STORY
Hill Cadillac has placed tremendous emphasis on its ability to create completely satisfied customers since 1991. So, it’s no wonder they’ve been a five-time recipient of the Cadillac Master Dealer Award; the most prestigious dealership honor given to Cadillac dealers, based on retail sales and customer satisfaction excellence.
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In the summer of 2009, Hill Cadillac’s Service and Parts Director, Timothy Hilsey received a voice communication from a neighboring dealership. Through sheer curiosity he contacted the Service Director to ask about the voice communication he’d received. That call prompted him to contact OneCommand for more information on the entire suite of multi-channel solutions offered.
“Originally, we looked to OneCommand to provide our service and parts team with additional time,” comments Hilsey. He continues, “General Motors was pushing a heavy workload to the service department and we were searching for a solution that would increase our team’s efficiencies. OneCommand helped more than we could have imagined. In fact, OneCommand has been the number one solution we’ve implemented to not only regain valuable time in the service department, but also to increase customer satisfaction.”
Since the induction of OneCommand, Hill Cadillac has increased their CSI score significantly. “All new Cadillac purchases now come with a 3 year or 36,000 mile paid service maintenance plan, so we look at CSI as the indicator for success in the service department versus just service dollars,” says Hilsey.
By utilizing OneCommand’s relationship management series of service communications, the team at Hill Cadillac has been able to “increase an average RO by $20 and also increase frequency of service and repeat business from each customer,” comments Hilsey. He continues, “The service follow-up calls allow me the opportunity to coach my team to ensure each customer is completely satisfied.”
“My favorite types of campaigns are the ones that don’t sell anything and my customers seem to like these the most too,” says Hilsey. In January 2011, the team at Hill Cadillac sent an email for Heart Health Month, in conjunction with the American Heart Association’s national campaign. This one campaign resulted in an additional 175 ROs for $79K in service revenue and 3 extra vehicle sales. In addition, the team at Hill Cadillac collected toys for the United States Marine Corps annual Toys for Tots drive in October 2010 and returned 186 ROs for $100K in service revenue and 3 vehicle sales.
OneCommand has also helped the team at Hill Cadillac cut down on their overall marketing expenses. “I no longer use out-of-pocket print ads and as a result we’ve been able to save about $15,000 - $20,000 per year on print costs – all by putting OneCommand to work,” comments Hilsey.
Looking ahead, the team at Hill Cadillac will continue with its goal of providing complete customer satisfaction. “We will aim to add more personal interaction between our customers and staff. We will keep pushing for higher CSI scores and work to retain each and every customer,” comments Hilsey. He adds, “Since 90% of Cadillac customers lease their vehicles it is even more important that the service department work diligently to retain them. OneCommand will certainly help in that quest – their solutions do the job I can’t. I am unable to call and follow-up with every customer, but with OneCommand it’s possible.”
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